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Learning outcomes |
This course aims to provide a pertinent and broad perspective of Marketing Management in the current environment, as well as understand the operationalization of concepts and the implementation of appropriate tools at the level of marketing today. Specifically the student should be able to evaluate the importance of marketing to communicate more effectively and build relationships with consumers; recognize the micro and macro environmental factors that influence the ability of marketing management to develop and maintain successful relationships with consumers; identify the various means used to collect information about consumers, their needs and characteristics; describe the decisionmaking and purchasing behavior of consumers; identify the importance of segmentation, of targeting and positioning, as well as of the marketing mix, to the marketing process; describe the various marketing communication tools.
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Main Bibliography |
Kotler, P.; Keller, K.; Brady, M.; Goodman, M. & Hansen; T. (2019). Marketing Management 4th European Edition, 4ª edição, Pearson
Kotler, P. & Keller, K. (2019). Administração de Marketing, 15ª edição, Pearson Education
Kotler, P. & Armstrong, G. (2018). Principles of Marketing, 17ª Ediçao, Pearson
Kotler, P., Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0: mudança do tradicional para o digital. Lisboa: Conjuntura Actual Editora
Díaz Soloaga, P. (2014). Comunicación y gestión de marcas de moda. Editorial Gustavo Gili
Kotler, P., Keller K., Brady, M., Goodman, M., Hansen, T. (2012). Marketing Management, 2.nd Edition, England: Pearson Education
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, 1ªed. Edições Sílabo
Easey, M. (2009). Fashion Marketing, 3 ed., Wiley Blackwell
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Teaching Methodologies and Assessment Criteria |
The evaluation is continuous, with the final grade being the result of the weighted average of the following elements:
- First written test (50,0%)
- Second written test (50,0%)
- A minimum score of access to exam is 6 values.
To obtain approval, students will perform all the evaluation elements and achieve a final average, not less than 10 values, in the formula:
FINAL CLASSIFICATION = 0.5 x [1st Evaluation Test] + 0.5 x [2nd Evaluation Test]
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