Marketing

Code	12794
Year	3
Semester	S1
ECTS Credits	6
Workload	OT(15H)/TP(45H)
Scientific area	Marketing
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.
Teaching Methodologies and Assessment Criteria	The evaluation is continuous, with the final grade being the result of the weighted average of the following elements: - First written test (37.50%) - November 2023 - Second written test (37.50%) - January 2024 - Case Study (25.00%) - January 2024 - A minimum score of access to exam is 6 values. To obtain approval, students will perform all the evaluation elements and achieve a final average, not less than 10 values, in the formula: FINAL CLASSIFICATION = 0.375 x [1st Evaluation Test] + 0.375 x [2nd Evaluation Test] + 0.250 x [Case Study]
Language	Portuguese. Tutorial support is available in English.