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Public and Social Marketing

Code 16569
Year 1
Semester S1
ECTS Credits 6
Workload OT(15H)/TP(30H)
Scientific area Marketing
Entry requirements none
Mode of delivery Attendance
Learning outcomes This discipline aims to provide a wider perspective of the marketing management, in the current context, as well as to indicate how to design the marketing concepts and implement the adequate tools at the marketing mix level.
In general terms, it is hoped that students could develop a refined critical sense, generate new ideas and be creative, learn to work in group and develop abilities to solve marketing problems in organisations. Specifically, it is intended that the student defends the importance of the Marketing function in a organisation; that he/she will be able to clearly distinguish the strategic and the operational functions; and that he/she knows to apply the acquired knowledge about the marketing mix, to simulate the implementation of a plan including the product, price, distribution and communication politics.
Syllabus 1. Broadening the Marketing Scope
1.1. Concept evolution
1.2. Non-Business Marketing Branches
2. Nonprofit Marketing
2.1. Evolution and main concepts
2.2. Particularities of non-profit organizations
3. Public Marketing
3.1. Definitions
3.2. Public sector characterization
3.3. Marketing mix
4. Political and Electoral Marketing
4.1. Definitions
4.2. Marketing mix
5. Social Marketing
5.1. Evolution and scope
5.2. Elements
5.3. Management process
5.4. Corporate Social Responsibility (CSR) and Cause Marketing
6. Sustainability
6.1. Sustainable development
6.2. Dimensions of sustainability
6.3. Sustainability in consumption and business
7. Environmental Marketing
7.1. Concept
7.2. Environmental Consumerism
7.3. Marketing mix
Main Bibliography Andreasen, A. R. (1995), Marketing Social Change: Changing Behavior to Promote Health, Social Development and the Environment, Jossey-Bass Publications, San Francisco.
Chapman, D.; Cowdell, T. (1998), New Public Sector Marketing, Financial Times Management/ Pitman Publishing, London.
Coffman, Larry L. (1986), Public Sector Marketing – A Guide for Practioners, John Wiley & Sons.
Drucker, Peter F. (1990), Managing the Non-Profit Organization, Butterworth Heinemann, Oxford.
Kopnina, H., Shoreman-Ouimet, E. (2015) Sustainability. Key Issues. Routledge
Kotler, P., Lee, N. (2005), Corporate Social Responsibility John Wiley & Sons Inc.
Kotler, P. ; Andreasen, A. (2003), Strategic Marketing for Non-Profit Organisations, 6th Edition, Prentice Hall Inc., Englewood Cliffs, New Jersey.
Kotler, P.; Roberto, E. L. (1989), Social Marketing Strategies for Changing Public Behaviour, Free Press, New York.
Lovelock, C. H.; Weinberg, C. B. (1984), Marketing for Public and Nonprofit Managers, John Wiley &
Teaching Methodologies and Assessment Criteria Assessment is continous and will be assessed based on a group work and an individual work.
The exam will be a written test.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2024-01-15

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