| Code |
9824
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| Year |
1
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| Semester |
S1
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| ECTS Credits |
8
|
| Workload |
TP(24H)
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| Scientific area |
Marketing e Estratégia
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|
Entry requirements |
NA
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Learning outcomes |
Teaching objectives
Advanced Marketing Studies is one of the units of scientific deepening of themes relevant to the area of Marketing and Strategy. It aims to provide students with exposure, confrontation, critical analysis and verification of Marketing theory, basing the development of skills on solid theoretical foundations.
Learning outcomes
- Identify the philosophical perspective, concepts and theories that support the scientific area of marketing;
- Describe the marketing theory and its relationship with the company;
- Describe the evolution of marketing and its adaptation to the evolution of economic activity and society.
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Syllabus |
1. What is marketing?
2. Historical development of marketing;
3. Marketing concepts;
4. Construction of the theory;
5. Theory and research;
6. Marketing and science;
7. Theoretical paradigms;
8. Philosophy and marketing;
9. The scientific realism;
10. Perspectives in contemporary marketing.
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Main Bibliography |
Bagozzi,Richard P. “A Prospectus for theory construction in marketing” Journal of Marketing, Vol.48(Winter1994)11-29.
Bartles, Robert “The Identity Crisis in Marketing” Journal of Marketing, October 1974.
Deshpande, Rohit “ Paradigms Lost”: On Theory and Method in Research in Marketing Journal of Marketing (pre – 1986):Fall 1983;47. ABI/INFORM Global.
Fullerton, Ronald A. “How Modern is Modern Marketing? Marketing’s Evolution and the Myth of the Production Era” Journal of Marketing. Vol 52 (January 1988), 108-125.
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Teaching Methodologies and Assessment Criteria |
The evaluation to this UC can integrate several evaluation tools according to the academic rules, such as: participation in classes, which includes not only class attendance but also intervention in class and the resolution of practical questions/cases (either in group or individually), individual works, group work, projects and tests. The instruments and weightings are specified each year in the curriculum unit dossier.
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Language |
Portuguese. Tutorial support is available in English.
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