Base Knowledge
The knowledge acquired in curricular units that precede this curricular unit in the Study Plan is recommended.
Teaching Methodologies
The curricular unit will be developed according to a theoretical-practical model with moments of structured exposure of the contents and respective analysis/discussion/debate, as well as interrogative/interactive methodology and demonstration/exemplification through its practical application in everyday situations and using videos, computer programs, professional instruments, as well as the development of an entrepreneurial project with mentoring. It also contemplates, and whenever the autonomous study is justified with research on the exposed contents and the reading and critical analysis of articles / texts.
Learning Results
1. Acquire knowledge about the key concepts of marketing and advertising;
2. Acquire minimum knowledge of planning marketing strategies;
3. Acquire knowledge regarding food consumption trends, as well as consumer behavior;
4. Recognize the marketing of food products as an important determinant of individuals’ food choices;
5. Identify and understand the different regulatory models for the marketing of food products as well as the different participants in the process;
6. Acquire skills to apply marketing strategies in interventions to promote healthy eating habits and health;
7. Raise awareness of the importance of ethical issues in food and nutritional marketing;
8. Promote understanding of the entrepreneurial process as well as provide techniques and tools to support the formulation, development, validation and implementation of entrepreneurial projects in the area of nutrition
Program
Marketing and advertising: concepts and models
Strategic marketing planning: marketing strategies and integrated marketing communication tools
Food consumption trends and consumer behavior
Food product marketing and its influence on food choices / behaviors
Nutrition and health claims in the context of food and nutrition marketing
Regulation of food and nutrition marketing: European context and in Portugal
Social marketing in promoting healthy eating habits
Health services marketing: branding and management of a health brand
Ethics in food and nutrition marketing
Entrepreneurship – techniques and tools to support the formulation, development, validation and implementation of entrepreneurial projects in the area of nutrition
Curricular Unit Teachers
João Pedro Marques LimaInternship(s)
NAO
Bibliography
Principal:
Ferreira, Manuel Portugal ; Santos, João Carvalho ; Serra, Fernando Ribeiro – Ser empreendedor : pensar, criar e moldar a nova empresa. 2ª ed. , rev. e actualizada. Lisboa : Edições Sílabo, 2010. 378 p.. ISBN 978-972-618-581-9
Ferreira, Manuel Portugal ; Reis, Nuno Rosa ; Serra, Fernando Ribeiro – Marketing para empreendedores e pequenas empresas. [2ª ed.]. Lisboa ; Porto : Lidel, cop. 2009. XII, 387 p.. ISBN 978-972-757-589-3
Afonso, Carolina – Green target : as novas tendências do Marketing. 1ª ed. Lisboa : SmartBook, 2010. xxv, 223 p.. ISBN 978-989-8297-48-8
Nestle, Marion – Food politics : how the food industry influences nutrition and health. Rev. and expanded ed. Berkeley ; Los Angeles ; London : University of California Press, cop. 2007. xviii, 486 p.. ISBN 978-0-520-25403-9
Secondary:
Michael Moss; Salt Sugar Fat: How the Food Giants Hooked Us, 2012. ISBN: 1400069807
Armstrong G, Kotler P, Harker M, Brennan R. Marketing: an introduction. 1.ª ed. Harlow: Pearson Education, 2009.
Wansink B. Marketing nutrition: soy, functional foods, biotechnology and Obesity. 1.ª ed. Illionois: Library of Congress Cataloging, 2005.
Nestle M. Food industry and health: mostly promises, little action. Lancet 2006; 368:564-5.
Gordon R, McDermott L, Stead M, Angus K. The effectiveness of social marketing interventions for health improvement: What’s the evidence? Public Health 2006; 120:1133-1139.
Regulamento (CE) n.º 1924/2006
World Health Organization. A framework for implementing the set of recommendations on the marketing of foods and non-alcoholic beverages to children. 2012. ISBN 978 92 4 150324 2.
Sarkar S. Empreendedorismo e Inovação. Escolar Editora, Lisboa, 2007