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Learning outcomes |
This unit represents the 1st students’ contact with the marketing field (introductory and generalist unit). It aims to identify the different functions of marketing, trends in the environment and understand the scope of strategic marketing, to implement the policies of the marketing mix.
It is hoped that students could develop a critical spirit, generate new ideas and be creative, learn to work in a group and develop abilities to solve certain marketing problems. Specifically, it is intended that the student be able to: identify the different marketing functions, as well as the trends in the marketing environment; defend the importance of the client; distinguish clearly the consumer and the industrial market characteristics; identify ways of segmentation, targeting and positioning; have in mind the scope of the strategic marketing, to latter apply the marketing mix politics; and determine the ethical implications of the marketing activity.
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Main Bibliography |
Carvalho, J. (2009). Gestão e Marketing – para devolver as organizações ao Homem. Lisboa: Edições Sílabo.
Conrado, A. (2016). Os 8Ps do Marketing Digital – O Guia Estratégico do Marketing Digital. 3.ª edição. Lisboa: Texto Editores.
Ferreira, B., Marques, H., Caetano, J., Rasquilha, L. & Rodrigues, M. (2011). Fundamentos de Marketing, 1.ª edição, Lisboa: Edições Sílabo.
Kerin, R., Hartley, S., Berkowitz, E. & Rudelius, W. (2007), Marketing, 8ª edição. São Paulo: McGraw-Hill.
Kotler, P. ; Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0: mudança do tradicional para o digital. Lisboa: Conjuntura Actual Editora.
Kotler, P., Keller K., Brady, M., Goodman, M., Hansen, T. (2012). Marketing Management, 2.nd Edition, England: Pearson Education Limited.
Kotler, P.; Keller, K. (2008), Marketing Management, 12th Ed.. New Jersey: Prentice Hall.
Marques, V. (2018). Marketing Digital 360, 2.ª edição. Coimbra: Vasco Marques e Conjuntura Actual Editora.
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