Marketing

Code	12732
Year	3
Semester	S1
ECTS Credits	5
Workload	OT(15H)/TP(45H)
Scientific area	Social and Human Sciences
Entry requirements	Not applicable
Learning outcomes	This course aims to provide a pertinent and broad perspective of Marketing Management in the current environment, as well as understand the operationalization of concepts and the implementation of appropriate tools at the level of marketing today. Specifically the student should be able to evaluate the importance of marketing to communicate more effectively and build relationships with consumers; recognize the micro and macro environmental factors that influence the ability of marketing management to develop and maintain successful relationships with consumers; identify the various means used to collect information about consumers, their needs and characteristics; describe the decision-making and purchasing behavior of consumers; identify the importance of segmentation, of targeting and positioning, as well as of the marketing mix, to the marketing process; describe the various marketing communication tools.
Syllabus	1 - Introduction to Marketing 2- Strategic Planning and Marketing Process 3 - The marketing environment 4 - Marketing information system and market research 5 - The consumer market and the consumer’s purchasing behavior 6 - Segmentation, targeting and positioning 7 - The marketing mix 8 - Building customer relationships 9 - The marketing communication tools
Main Bibliography	Kotler, P., Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0: mudança do tradicional para o digital. Lisboa: Conjuntura Actual Editora Kotler, P., Keller K., Brady, M., Goodman, M., Hansen, T. (2012). Marketing Management, 2.nd Edition, England: Pearson Education Limited. Ferreira, B., Marques, H., Caetano, J., Rasquilha, L. & Rodrigues, M. (2011). Fundamentos de Marketing, 1.ª edição, Lisboa: Edições Sílabo. Guerra, P. (2010). O cliente não tem sempre razão mas tem sempre emoção, 1ªed. Edições Sílabo. Simões, M., Antunes, M., Cunha, J., Marques, A., Lopes, C., Beirão, I. (2009). Marketing e Comunicação Política, 1.ª Edição. Lisboa: Edições Sílabo. Carvalho, J. (2009) Gestão e Marketing para devolver as organizações ao Homem. Lisboa Edições Sílabo Kotler, P.; Keller, K. (2008), Marketing Management, 12th Ed.. New Jersey: Prentice Hall. Kerin, R., Hartley, S., Berkowitz, E. & Rudelius, W. (2007), Marketing, 8ª ed. São Paulo: McGraw-Hill.
Language	Portuguese. Tutorial support is available in English.