| Code |
12532
|
| Year |
1
|
| Semester |
S1
|
| ECTS Credits |
6
|
| Workload |
OT(10H)/TP(24H)
|
| Scientific area |
Management
|
|
Entry requirements |
None
|
|
Learning outcomes |
General objectives:
- Provide knowledge about marketing strategies, tactics and tools to professionals, taking into account current environment.
Specific objectives:
- Provide students with knowledge of the key elements needed to draw the marketing plan.
- Provide students with knowledge of what a marketing plan is and how to develop it.
- Provide students with knowledge on successful marketing cases.
|
|
Syllabus |
1. Introduction to Marketing 2. Strategic Marketing, Operational Marketing and Marketing Plan 3. The Marketing Environment 4. Consumer Behavior, Strategies of Segmentation and Positioning 5. The 4 P's of Marketing Mix: Product, Price, Communication and Distribution
|
|
Main Bibliography |
o Kotler, P.; Keller, K. (2012), Marketing Management, 14 Global Edition, Pearson.
o Lindon, D.; Lendrevie, J.; Lévy, J.; Dionísio, P.; Rodrigues, V. (2015), Mercator da Língua Portuguesa - Teoria
e Prática do Marketing, 16ª edição, Publicações Dom Quixote.
|
|
Language |
Portuguese. Tutorial support is available in English.
|