Marketing Principles

Not applicable.

The following teaching methodologies are used in this curricular unit:
1. Verbal methods (say), making use of the following educational resources: Exposition, Explanation, Dialogue and Questioning;
2. Intuitive Methodologies (show), making use of the following educational resources: Demo, Audiovisual and Written texts;
3. Active methodologies (do), making use of the following educational resources: Group Work, Case-studies and Simulation.
Regarding the evaluation the following methods are used:
1. Evaluation by frequency, comprising:
a) 2 written individual tests, with a weight of 35% each of the final mark and subject to a minimum score of 7.0 values;
b) Group work, with a weight of 30% of the final mark and subject to a minimum score of 7.0 values;
2. Evaluation by examination, comprising:
a) Written individual test.

It is expected that by the end of the curricular unit each student is entitled to:
a) Understand the importance of marketing to the organizations;
b) Understand the process of customer relationship management;
c) Integrate the marketing planning in the strategic planning;
d) Know and use the methods of market analysis and opportunities identification;
e) Understand the process of market segmentation, targeting and positioning;
f) Know in detail the variables of the marketing mix: product, price, distribution and communication;
g) Apply knowledge in decision-making, problem solving and analysis of case studies specific of the marketing area.

Part I. Marketing: concept and process
1. Marketing and customer orientation
2. Strategies and marketing programs
Part II. Opportunity analysis and definition of marketing strategy
3. Marketing environment
4. Buying behavior: the consumer market and the organizational market
5. Competition
6. Marketing strategy
Part III. The marketing mix
7. Product policy
8. Price policy
9. Distribution policy
10. Communication policy

• - 1.ª prova escrita individual - 35.0%
• - 2.ª prova escrita individual - 35.0%
• - Trabalho de grupo - 30.0%

• - 1 written test - 100.0%

NAO