Marketing Theory and Research

Code	13971
Year	1
Semester	S2
ECTS Credits	7,5
Workload	TP(30H)
Scientific area	Management
Entry requirements	none
Mode of delivery	Face-to-face
Work placements	n.a.
Learning outcomes	This course unit aims to provide the fundamental knowledge related to marketing theory by introducing students to selected marketing literature. It is also intended that students become familiar with the language and terminology of theoretical construction, and introduce students to the current hot issues of marketing research. - Identify the major topics of marketing research - Discuss theories and methods of marketing research - To develop a systematic literature review on an emerging marketing topic.
Syllabus	Market orientation Consumer behaviour Sustainability Theory of service marketing Nonprofit marketing Relationship marketing Digital marketing
Main Bibliography	Provided by the team of professors according to the themes addressed
Language	Portuguese. Tutorial support is available in English.