| 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
|
|
Teaching Methodologies and Assessment Criteria |
The final result of the evaluation will be calculated according to the following criteria and weights:
Group work (2 students): 45%.
Individual test: 40%
Presentation and discussion of the group work: 15%.
To approve of this course, the student will have to perform all activities and obtain an overall average higher than 9.5 points out of 20, and cannot obtain less than 6 points in any of them.
|
|
Language |
Portuguese. Tutorial support is available in English.
|