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Business Marketing

Code 14393
Year 3
Semester S2
ECTS Credits 6
Workload TP(60H)
Scientific area Marketing
Entry requirements n.a
Learning outcomes In this CU students are expected to develop a critical spirit, generate new ideas and be creative, learn to work as a team and be able to develop business marketing work. Being a project discipline, it is expected that the students will be able to apply transversally the knowledge acquired throughout the different curricular units of the course.
Syllabus 1. Diagnosis of the situation
2. SWOT analysis
3. Definition of the objectives
4. Strategic guidelines
5. Action programs: definition of the Marketing MIX
6. Budgets
7. Implementation of the plan
8. Plan control
Main Bibliography - Wood, Marian Burk, (2008), The Marketing Plan Handbook, 3th Edition, Prentice Hall
- KOTLER, Philip e Keller, Kevin Lane (2009); “Marketing Administration”, 13ª edição, Prentice Hall
- KOTLER, Philip e Armstrong, Gary, (2009) “Principles of Marketing”, 13ª Ediçao, Prentice-Hall
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-05-14

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