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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., 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.
Lindon, D., Lendrevie, J., Lévy, J., Dionísio, P. & Rodrigues, V. (2004), Mercator - Teoria e Prática do Marketing, 10ª edição. Lisboa: Publicações Dom Quixote.
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 (35%) - November 4th, 2020
- Second written test (35%) - January 13th, 2021
- First case study (15%) - December 9th, 2020
- Second case study (15%) - January 6th, 2021
- 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 = 0.35 x [1st Evaluation Test] + 0.35 x [2nd Evaluation Test] + 0.15 x [1st Case Study] + 0.15 x [2nd Case Study]

Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-01-05

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