Conteúdo / Main content

Início
Cursos
Marketing
Marketing Empresarial

Marketing Empresarial

Código	14391
Ano	3
Semestre	S2
Créditos ECTS	6
Carga Horária	TP(60H)
Área Científica	Marketing
Learning outcomes	The main objective of the course is to present and discuss the characteristics of the Business-to-Business market as well as to analyze the use of the basic conceptual tools of Marketing in a Business-to-Business context. The contents of the course aim to develop in students the ability to analyze and decide on the main variables of marketing in the context of the business-to-business market. Thus, specific objectives can be defined • Developing an understanding of the operation of the business-to-business market • Understand the various strategic options and business-to-business marketing policies. • Realize the importance of value creation as a central element in the business-to-business market • Seizing the role of Relationship as a Catalyst for Success in the Business-to-Business Market
Syllabus	Part I - Analysis and understanding of the concept of value in the business-to-business market 1 - Business-to-Business Market Specificities 2 - Research and use of market knowledge 3 - Understanding Buying Behavior in the Business-to-Business Market 4 - Definition of the market strategy Part II - Creating value in the business-to-business market 5 - Analysis and management of the market offer 6 - Innovation in the business-to-business market approach 7 - Creating value through marketing-mix 8 - Channel management in the business-to-business market Part III - The distribution of value in the business-to-business market 9 - Identification and management of markets in the global context 10 - Managing relationships in the business-to-business market - Customer Life time Value
Main Bibliography	Anderson, J. C., Narus, J. A., & Narayandas, D. (2009). Business market management: Understanding, creating, and delivering value. Upper Saddle River, N.J: Pearson Prentice Hall. Biemans, W. G. (2010). Business to business marketing: A value-driven approach. London: McGraw-Hill Higher Education. Brennan, R., Canning, L., & McDowell, R. (2024). Business-to-business marketing. Los Angeles: SAGE. Dwyer, F. R., & Tanner, J. F. (2009). Business marketing: Connecting strategy, relationships, and learning. Boston: McGraw-Hill Irwin. Hutt, M. D., & Speh, T. W. (2017). Business marketing management: B2B. Boston, MA : Cengage Learning. Jeannet, J.-P., & Hennessey, H. D. (2004). Global marketing strategies. Boston: Houghton Mifflin. Moreira, C. T., & Neto, R. O. (1998). Marketing. Business to Business. É Fazer ou Morrer. São Paulo: MAKRON Books - Pearson Education.
Language	Portuguese. Tutorial support is available in English.

Regente


	Sara Margarida Isidoro Frade de Brito Filipe

Curso

Marketing

As cookies utilizadas neste sítio web não recolhem informação pessoal que permitam a sua identificação. Ao continuar está a aceitar a política de cookies.