Base Knowledge
Marketing and mangement knowledge.
Teaching Methodologies
The course consists of lectures, in which students are expected to actively participate.
Other media, such as images, films, various data, market studies, and case studies, will also be used to provide students with a closer perspective on the realities of marketing.
Classroom sessions combine educational presentations with discussion groups.
Each student is also encouraged to bring materials of interest to class and to research and present marketing case studies.
Students are invited to develop teamwork, and the results are presented and discussed in class.
Indeed, teamwork incorporates methods centered on inquiry and cooperation.
As a pedagogical strategy, interaction platforms are also used; small group work in class; the use of videos for classroom discussion; and problem-solving and case studies, especially in small groups.
Learning Results
At the present time we live in the so-called ‘global village’ and markets are complex, fast changing and complex. This context obliges companies to be agile, flexible, with true networking teams, in constant learning, thus being able to accompany each customer. In this context, marketing tools acquire a central value, as is the case with all models that focus on short-term decisions, with an impact on sales, brands, response to consumers or social networks.
Specifically, the student is enabled to learn aspects of commercial management, with a special impact at the international level. The student must acquire knowledge and skills to use and monitor different practices in the areas of retail, services, communication, branding and digital marketing. Thus, the student develops skills to develop the most effective practices so that a company can compete in these areas in the global market.
Program
• Alignment of the strategy with international sales
• The offer in a global market
• Services in a global context
• International pricing policies
• Communication in global markets
• Digital marketing and social media
• Management of the international supply chain
• Internacional retail
Curricular Unit Teachers
Maria Madalena Eça Guimarães de AbreuInternship(s)
NAO
Bibliography
Anderson, J., Narus, J. and Narayandas, D., Business Market Management: understanding, creating and
delivering value, 3rd edition, Pearson, 2009.
Kotler, Philip, Armstrong, Gary (2020). Principles of marketing-Global Edition. 18th. Pearson Education.
Baynast, Arnaud de, Dionísio, Pedro, Lévy, Julien, Rodrigues, Vicente, Lendrevie, Jacques (2018). Mercator: 25 anos. 17ª ed. Alfragide: Publicações Dom Quixote
Dionísio, Pedro, Guerreiro, João, Faria, Hugo, Rodrigues, Vicente, Canhoto, Rogério (2024). AI_Novator -Marketing na era da Inteligência Artificial e da Sustentabilidade – Gen AI e ESG. Bertrand Editora.
Kotler, P., Kartajaya, H., Setiawan, I. (2021). Marketing 5.0 – Tecnologia para a humanidade. Actual Editora.
Oliveira, Carlos Manuel de (2023). Humantech Marketing – O marketing molecular e humano. Editora Atual.
Silva, Susana Costa, Meneses, Raquel Meneses, Pinho, José Carlos (2018). Marketing Internacional. Ed. Actual.