Home
Courses
Strategic Communication: Advertising and Public Relations
Marketing

Marketing

Code	11413
Year	1
Semester	S1
ECTS Credits	6
Workload	OT(15H)/TP(45H)
Scientific area	Marketing
Entry requirements	None
Mode of delivery	Face-to-face
Work placements	n.a.
Learning outcomes	The course aims to provide a broad perspective of marketing management in the current environment, as well as indicate how to operationalize the concepts and implement the appropriate tools in the strategic planning of marketing and marketing mix. It is intended to provide the student with generic and specific skills essential for entering the job market. In general terms they are expected to develop a keen critical sense, to generate and discuss new ideas, to learn to work as a team and to be able to solve business problems. Specifically, they are expected to uphold the importance of the role that the Marketing function must play in corporate management and clearly distinguish the strategic function and operational function of marketing.
Syllabus	1. Introduction to Marketing 2. Building Customer Relationships 3. Marketing information system and market research 4. The consumer market and buying behavior 5. Segmentation, Targeting and Positioning 6. The marketing mix 7. Strategic Marketing Planning
Main Bibliography	Belch, George; Belch, Michael (2004), Advertising and Promotion: An Integrated Marketing Communications Perspective, 6th Edition, International Edition, McGraw-Hill/Irwin, New York. Fill, Chris (2002), Marketing Communications – Contents, Strategies and Applications, 3rd Edition, Prentice-Hall/Financial Times, Harlow. Kerin, R.; Hartley, S.; Berkowitz, E.; Rudelius, W. (2007), Marketing, 8ª edição, McGraw-Hill. Kotler, P.; Keller, K. (2008), Marketing Management, 13th edition, Prentice Hall. Kotler, P.; Armstrong, G. (2002), Principles of Marketing, 3rd European edition, Prentice Hall. Lindon, D.; Lendrevie, J.; Lévy, J.; Dionísio, P.; Rodrigues, V. (2004), Mercator - Teoria e Prática do Marketing, 10ª edição, Publicações Dom Quixote. Masterson, R.; Pickton, D. (2014), Marketing an introduction, 3rd edition, Sage Publications.
Language	Portuguese. Tutorial support is available in English.