Introduction to Marketing

The Introduction to Marketing Curricular Unit adopts an active pedagogical approach focused on the practical application of marketing
concepts and theories, with the aim of preparing students for contemporary challenges in the area. The teaching and learning
methodologies are articulated with the pedagogical model based on student-centered learning, which promotes critical reflection, autonomy
and the development of practical and analytical skills.
The main methodology is based on case studies, in which students will analyze real situations of companies, brands and marketing
campaigns, both in physical and digital contexts. By solving concrete problems, students will have the opportunity to apply the concepts
covered, such as segmentation, positioning, consumer behavior and marketing mix, to real scenarios, allowing a deep understanding of
their relevance and adaptation to market changes.
To promote active learning, practical activities will be carried out in the classroom, such as debates, simulations and workshops, in which
students will have the opportunity to work in groups, present ideas and creative solutions, and discuss the proposed themes.
Expository classes will be used to introduce and explain key marketing concepts, such as the evolution of the marketing concept, SWOT
analysis, marketing mix and pricing, product, distribution and communication policies. These classes will be complemented by multimodal
resources, such as videos, podcasts, and infographics, in order to make the content more accessible and dynamic, catering to students’
different learning styles.
Another fundamental pillar of the discipline will be the development of group projects, where students will have the opportunity to apply the
knowledge acquired in creating a marketing plan. Students will be challenged to perform a thorough situational analysis, including SWOT
analysis, segmentation, audience definition, developing positioning strategies, and creating a marketing mix plan. Additionally, teamwork,
leadership and negotiation skills, essential in the current context of organizations. Using collaborative activities such as group projects and
presentations will encourage students to develop communication and interpersonal interaction skills.
It is still essential to focus on the use of digital platforms as teaching and learning tools. The hybrid pedagogical model will allow students to
access study materials, videos and online discussion forums, promoting learning outside the classroom. Finally, it is worth highlighting that
the assessment of learning will be continuous and formative, with intermediate assessments such as quizzes, group presentations and case
analyses, allowing students to receive constant feedback on their performance and progress.

The Introduction to Marketing CUaims to:
O1) present marketing as a central response to the challenges facing organisations in the 21st century, focusing on its adaptation to today’s
economy and society, as well as consumer needs.
O2) introduce students to the concepts and philosophy of marketing, promoting an integrated vision of marketing strategies and policies.
O3) to prepare students for the development of work in the area, encouraging critical and creative thinking, with a focus on the global
market.
O4) encourage students to develop teamwork.
At the end of this Unit, students should be able to: write down the evolution of the marketing concept, understand and know how to gather
information about the consumer, analyse the global market, draw up a SWOT analysis, identify target segments and define a positioning,
develop a marketing-mix policy, and analyse marketing trends.

Part I – Introduction to Marketing and Value Creation
Part II – Market Study
1.Understanding the market and its main players
2. Market Studies
3.Consumer behavior
Part III – Situational Analysis and Strategy
1. Competitive analysis and internal analysis of the company
2. Portfolio Analysis and SWOT
3. Market segmentation and target audience definition
4. Positioning strategies
Part IV – Marketing Policies and Implementation
1.Marketing plan
2.Organizational structure for implementing marketing strategies
3.Product development and management
4.Pricing strategies and management
5.Distribution channels and integrated logistics
6.Communication, advertising and promotion strategies
7.Integration between physical and digital channels
Part V – Future Trends and Innovations in Marketing
1. Digital transformation and new technologies
2.Generative artificial intelligence in marketing
3. Marketing for a sustainable future

NAO