| Code |
17472
|
| Year |
1
|
| Semester |
S1
|
| ECTS Credits |
6
|
| Workload |
TP(45H)
|
| Scientific area |
Marketing
|
|
Entry requirements |
n.a.
|
|
Learning outcomes |
• Foster students' interest in the topic of marketing and sustainability in its various dimensions;
• Introduce students to the fundamentals of marketing, while also presenting the possibility of broadening its scope beyond business marketing;
• Understand the marketing process, particularly the transition from market analysis to strategy definition and the implementation of the various marketing mix policies;
• Comprehend the concepts of sustainable development and sustainability, covering topics such as the SDGs, the triple helix model, ESG, among others;
• Identify sustainable consumption practices, addressing the behavior of the green consumer, as well as the innovation and development of sustainable products, taking into account the principles of the circular economy;
• Analyze trends in sustainable marketing and sustainability in general.
|
|
Syllabus |
1. Fundamentals of marketing and broadening its scope
2. Consumer behaviour and sustainable consumption
3. From strategic marketing to operational marketing
4. Sustainable development and sustainability
5. Trends in sustainable marketing
|
|
Main Bibliography |
Brundtland, G. H. (1987). Report of the World Commission on environment and development "Our common future". United Nations.
Caradonna, J.L. (2022). Sustainability: A History, Revised and Updated Edition. Oxford University Press.
De Pelsmacker, P., Geuens, M., Van Den Bergh, J. (2017). Marketing Communications A European Perspective, 6th Edition. Prentice-Hall.
Elkington, J. (1994). Towards the Sustainable Corporation: Win-Win-Win Business Strategies for Sustainable Development, California Management Review, pp.90-100.
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.
Robertson, M. (2021). Sustainability Principles and Practice. Routledge. Taylor & Francis Group.
|
|
Teaching Methodologies and Assessment Criteria |
The course assessment will consist of the following components:
ELEMENT 1 (35%) – Presentation (format of choice) of a scientific article related to sustainable marketing, making good use of science communication principles. The article will be selected by the working groups, which must register with the lecturer (apaco@ubi.pt). The work must be carried out in groups of 2 to 3 students. Maximum presentation time: 20 minutes. Submission and presentation date: December 19, 2025.
ELEMENT 2 (55%) – An individual activity consisting of the development of a business idea for a circular economy product, including its context, marketing mix, and related SDGs (maximum: 5000 words). Submission deadline: January 5, 2026.
ELEMENT 3 (10%) – Attendance and active participation in class. Working students, if requested, will have this weighting distributed between Element 1 and Element 2 (5% + 5%).
|
|
Language |
Portuguese. Tutorial support is available in English.
|