Base Knowledge
Não existem.
Teaching Methodologies
The New Trends in Marketing and International Business course will be taught in theoretical-practical classes, in which the first part of the class will consist of an exposition and the second part will be of a dialogical and practical nature. The latter is not only intended to answer students’ questions but also to illustrate the subject through concrete cases in which they will be asked to intervene. Students will also be encouraged to carry out work that reflects the knowledge they have acquired. The realisation of both articles and case studies on each of the new areas of marketing covered will be an important dimension of the chosen teaching model.
Learning Results
Today’s ever-changing society requires students to have significant malleability skills and versatile thinking in order to understand current marketing. The marketing to be taught needs to become more creative, dynamic and innovative so that students acquire the skills to understand multifaceted marketing.
Students should acquire the knowledge and skills to:
1- Understand the major trends in contemporary marketing and international business
2- Understand the importance of Relationship Marketing and Online Relationship Marketing
3- Understand the essential role of Neuromarketing in consumer behaviour, as well as Experiential Marketing and Sensory Marketing
4- Understand how nostalgia for the past gave rise to Retromarketing
5- Understand the role of tribes and belonging to communities
6- Understand viral marketing and buzz marketing
7- Understand the difference between Inbound Marketing and Outbound Marketing
8- Understand Influence Marketing
9- Understand Marketing 5.0 and Marketing 6.0
10- Understand how sustainability issues are essential in the modern world
11- Understand the role of Artificial Intelligence in the Contemporary World
Program
1- Introductory Considerations on Contemporary Marketing and International Business
2- Relationship Marketing, with a special focus on Online Relationship Marketing
3- Neuromarketing, Experiential Marketing and Sensory Marketing
4- Marketing looking to the past. The role of Retromarketing
5- Tribal Marketing as a vector for belonging to a community
6- Viral Marketing and Buzz Marketing
7- Inbound Marketing versus Outbound Marketing
8- Influence Marketing
9- Marketing 5.0 and Marketing 6.0
10- Sustainable Marketing
11- Artificial Intelligence
Curricular Unit Teachers
Valentina Alexandrovna ChkoniyaInternship(s)
NAO
Bibliography
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Brito, C. & Lencastre, P. (coordenação) (2014). Novos Horizontes do Marketing, Edições D. Quixote.
Camargo, P. (2009). Neuromarketing – Descodificando a mente do consumidor, Edições IPAM.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Tecnologia para a Humanidade, sextante.
Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 6.0. O Futuro é Imersivo: Eliminando as fronteiras entre os mundos físico e digital, sextante.
Moutinho, l. & Menezes, K. (2023). Neuromarketing: Ciência, Comportamento e Mercado, DVS Editora.
Figueiredo, J. (2024). Marketing Relacional Online, Actual.
Rez, R. (2018). Marketing de Conteúdo. A Moeda do Século XXI, Marcador.
Godin, S. (2008). Tribes – We need you to lead us, Penguin, EUA.
Hughes, M. (2006). Buzzmarketing, Actual Editora, Lisboa.
Hultén, B. (2020). Sensory Marketing: An Introduction, SAGE Publications Ltd.
Oliveira, C. (2023). Humantech Marketing. O marketing molecular e humano, Actual.