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.
Periodic evaluation: 2 evaluation moments – 1 written frequency (60%) and 1 work (40%). The final classification of the UC must be equal to or greater than 10 points and the classification of each of the evaluations cannot be less than 9 points.
Alternatively, the assessment may be carried out by a final written exam during the periods designated for that purpose.
Learning Results
1. Adquirir conhecimentos sobre os conceitos-chave de marketing e publicidade;
2. Adquirir conhecimentos mínimos de planeamento de estratégias de marketing;
3. Adquirir conhecimentos ao nível das tendências do consumo alimentar, bem como do comportamento do consumidor;
4. Reconhecer o marketing de produtos alimentares como um importante determinante das escolhas alimentares dos indivíduos;
5. Identificar e entender os diferentes modelos de regulamentação do marketing de produtos alimentares bem como dos diversos intervenientes do processo;
6. Adquirir capacidades para a aplicação de estratégias de marketing nas intervenções para a promoção de hábitos alimentares saudáveis e da saúde;
7. Consciencializar para a importância das questões éticas no marketing alimentar e nutricional;
8. Promover a compreensão do processo empreendedor bem como fornecer técnicas e ferramentas de suporte à formulação, desenvolvimento, validação e implementação de projectos empreendedores, na área da nutrição
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
Internship(s)
NAO
Bibliography
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