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Fundamentals of Marketing

Code 14365
Year 1
Semester S1
ECTS Credits 6
Workload TP(60H)
Scientific area Marketing
Entry requirements n.a.
Learning outcomes The discipline represents the first contact with the marketing area, being, therefore, introductory and generalist.
Students are expected to develop a critical spirit, generate new ideas, and to be creative, to learn to work as a team. Specifically, they are expected to be able to identify the different functions of marketing, as well as trends and changes in the environment; identify new consumer characteristics and specify strategies used to maintain successful relationships with consumers; distinguish the characteristics of the consumer market and the industrial market; identify market segmentation techniques and product/service positioning; describe the purchasing behavior of the consumer market; describe the various marketing communication tools; interconnect the fundamentals of marketing with the new trends of the digital economy, and that determine the ethical implications of marketing activity.
Syllabus Theme 1 - Introduction to marketing
Theme 2 – Marketing trends
Theme 3 - Strategic Planning and Marketing Process
Theme 4 - The marketing environment
Theme 5 - Marketing information system
Theme 6 - The consumer market and buying behavior
Theme 7 - Segmentation, target and positioning
Theme 8 - The marketing mix
Theme 9 - Building customer relationships offline and online
Theme 10 - The tools of marketing communication in the digital age
Theme 11 - Marketing applications in the digital age
Theme 12 - Social responsibility and ethics in marketing
Main Bibliography Carvalho, J. (2009). Gestão e Marketing – para devolver as organizações ao Homem. Lisboa: Edições Sílabo.
Conrado, A. (2016). Os 8Ps do Marketing Digital – O Guia Estratégico do Marketing Digital. 3.ª edição. Lisboa: Texto Editores.
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, 1ª edição. Lisboa: Edições Sílabo.
Kerin, R., Hartley, S., Berkowitz, E. & Rudelius, W. (2007), Marketing, 8ª edição. São Paulo: McGraw-Hill.
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.
Kotler, P.; Armstrong, G. (2003), Princípios de Marketing, 9ª ed.. São Paulo: Prentice Hall.
Teaching Methodologies and Assessment Criteria Assessment Criteria:
The continuous evaluation of the discipline will be done through:
- One thematic review (20%);
- Two tests (30% + 30%);
- Attendance (10%)
- Active participation in classes (10%).
- Minimum grade for exam access = 6 points

NOTE: In order to be evaluated in continuous assessment, students must carry out all the elements of assessment.

Date of Tests
- Test 1 - 11/26/2021
- Test 2 - On a date to be confirmed (week of January 24-28, 2022)
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-10-08

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