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Marketing

Code 14823
Year 1
Semester S1
ECTS Credits 6
Workload OT(15H)/TP(45H)
Scientific area Marketing
Entry requirements None
Mode of delivery Face-to-face
Work placements n.a.
Learning outcomes The course aims to provide a broad perspective of marketing management in the current environment, as well as indicate how to operationalize the concepts and implement the appropriate tools in the strategic planning of marketing and marketing mix. It is intended to provide the student with generic and specific skills essential for entering the job market. In general terms they are expected to develop a keen critical sense, to generate and discuss new ideas, to learn to work as a team and to be able to solve business problems. Specifically, they are expected to uphold the importance of the role that the Marketing function must play in corporate management and clearly distinguish the strategic function and operational function of marketing.
Syllabus 1. Introduction to Marketing
2. Building Customer Relationships
3. Marketing information system and market research
4. The consumer market and buying behavior
5. Segmentation, Targeting and Positioning
6. The marketing mix
7. Strategic Marketing Planning
Main Bibliography Belch, George; Belch, Michael (2004), Advertising and Promotion: An Integrated Marketing
Communications Perspective, 6th Edition, International Edition, McGraw-Hill/Irwin, New York.
Fill, Chris (2002), Marketing Communications – Contents, Strategies and Applications, 3rd Edition,
Prentice-Hall/Financial Times, Harlow.
Kerin, R.; Hartley, S.; Berkowitz, E.; Rudelius, W. (2007), Marketing, 8ª edição, McGraw-Hill.
Kotler, P.; Keller, K. (2008), Marketing Management, 13th edition, Prentice Hall.
Kotler, P.; Armstrong, G. (2002), Principles of Marketing, 3rd European edition, Prentice Hall.
Lindon, D.; Lendrevie, J.; Lévy, J.; Dionísio, P.; Rodrigues, V. (2004), Mercator - Teoria e Prática do
Marketing, 10ª edição, Publicações Dom Quixote.
Masterson, R.; Pickton, D. (2014), Marketing an introduction, 3rd edition, Sage Publications.
Teaching Methodologies and Assessment Criteria The classes have a theoretical-practical basis. During the semester the theoretical contents are presented, calling the students to intervene classes; at the end of each chapter the student is given a task that can consist of solving practical cases, searching for real examples, problem, etc.
The course evaluation will have the following components:
- Individual work [30%] - Practical exercises and case studies.
- Group work [70%] - Writing of a theoretical work of literature review based on scientific works, which should not exceed 15 pp. Presentation in classe.
It is compulsory to deliver the two works. Min in each 6 values.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-10-18

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