Marketing

Recommended Prerequisites

Without perequesites.

Teaching Methods

Theoretical-practical classes, covering: 1) Presentation of content for each topic using audiovisual media; 2) Resolution of problems (case study) using practical application exercises.

Learning Outcomes

The aim is for students to understand the importance of marketing in organisations. In the first phase, they will master the fundamental concepts related to marketing activities and their development in light of market trends. In the second phase, they will understand the sectoral dimensions of marketing, equipping them with the potential for different practical areas of marketing.

Work Placement(s)

No

Syllabus

I. Introduction to Marketing 1.1. Customer/user satisfaction and value creation 1.2. Planning and organisational integration 1.3. Marketing activities 1.3.1. Segmentation and positioning 1.4. Evolution of marketing phases II – Marketing policies 2.1. Product 2.2. Pricing 2.3. Distribution 2.4. Communication III – Consumer behaviour 2.1. Consumer behaviour theories 2.2. Factors influencing behaviour 2.3. The purchasing decision process IV – Sectoral marketing 4.1. Business-to-business marketing 3.2. Public and social marketing 3.3. Sports marketing 3.4. Relational and transactional marketing 3.5. New strategic areas of marketing.

Head Lecturer(s)

Anabela Maria Bello da Silveira Figueiredo Marcos

Assessment Methods

Assessment
Resolution Problems: 20.0%
Research work: 30.0%
Frequency: 50.0%

Bibliography

Achrol, R. S., & Kotler, P. (2012). Frontiers of the marketing paradigm in the third millennium. Journal of the academy of marketing science, 40(1), 35-52.

Gordon, R., Spotswood, F., & Dibb, S. (2022). Critical social marketing: towards emancipation?. Journal of Marketing Management, 38(11-12), 1043-1071.

Malhotra, N.K. (2019). Marketing Research: An Applied Orientation. Pearson Educational Limited

Saragih, H. S. (2025). Beyond the transaction: exploring resources stewardship, relational connectedness and co-creation in B2B marketing. Journal of Business & Industrial Marketing, 40(1), 173-187.

Vieira, V. A.,et al. (2024). Customer relational benefit: A second‐order meta‐analysis and an alternative framework. International Journal of Consumer Studies, 48(1), e12987.

Wichmann, J. R., et al. (2022). A global perspective on the marketing mix across time and space. International Journal of Research in Marketing, 39(2), 502-521.