Teaching Methodologies
The Marketing Management course will operate in a theoretical-practical class regime, where the classes encompass a first part of an
expository nature and a second part of a dialogical and practical nature. The latter is aimed at eliminating doubts through dialogue with
students, using the illustration of the subject matter with the support of concrete cases. In this way, the teaching and learning methodologies
will foster the relationship between the teacher and the students. To make the presentations more appealing, various audiovisual means will
be used. Texts on various content deserving careful attention will also be provided. Students will also be encouraged to undertake projects
that consolidate the knowledge acquired in class. The completion of a Marketing Plan by students in this course is a good example of a
project applying the content covered in the course.
Learning Results
The objectives are
a) Understand the fundamental concepts of marketing, the evolution of marketing, and the new realities of marketing.
b) Understand the Market and the Consumers, through the analysis of the Marketing Environment, the Marketing Information System, and
the study of Consumer Buying Behavior.
c) Evaluate the requirements for effective segmentation, select the target market and the positioning appropriate to each company.
d) Understand the importance of the company, after choosing a Marketing Strategy, to adapt its Marketing Mix.
e) Know the New Marketing Trends.
f) Have the ability to develop a Marketing Plan for a Company.
Program
1. Marketing and Value Creation
1.1 Importance of Marketing
1.2 Fundamental Concepts of Marketing
1.3 New Realities of Marketing
1.4 Marketing Management Orientations
2. Understanding the Market and Consumers
2.1 Marketing Environment Analysis
2.2 Marketing Information System
2.3 Consumer Buying Behavior
2.3.1 Buying Behavior Model
2.3.2 Characteristics Affecting Buying Behavior
2.3.3 Types of Buying Decision
2.3.4 Buyer Decision Process
3. Segmentation, Targeting, and Positioning
3.1 Market Segmentation
3.2 Target Market Selection
3.3 Market Positioning
4. Marketing Policies
4.1 Product
4.2 Price
4.3 Distribution
4.4 Communication
5. New Marketing Trends
6. Marketing Plan
Internship(s)
NAO
Bibliography
Baynast, A., Lendrevie, J., Lévy, J., Dionísio, P., & Rodrigues, J. V. (2018). Mercator 25 Anos – O Marketing na Era Digital, Publicações
Dom Quixote, ISBN: 9789722065917.
Brito, C.M. & Lencastre, P. (coordenação) (2014). Novos Horizontes do Marketing, Dom Quixote.
Kotler, P. & Armstrong, G. (2023). Princípios de Marketing, 18ª edição, Bookman Editora, ISBN: 9788582606056.
Kotler, P., Kartajaya, H., & Setiawan, I (2021). Marketing 5.0: Tecnologia para a Humanidade, Actual Editora.
Kotler, P., Kartajaya, H., & Setiawan, I (2024). Marketing 6.0: O Futuro é Imersivo, Actual Editora.
Oliveira, C.M. (2023). Humantech Marketing. O marketing molecular e humano, Actual Editora.