Marketing

The Curricular Unit will work through the regime of theoretical-practical classes, where the theoretical expositions (expository method) will
always be accompanied by the illustration and resolution of practical cases, questions and exemplifying themes from real life arising from
the application of marketing by different organizations. In this way, expository-participatory teaching and learning methodologies will foster
the relationship between teachers and students, encouraging the latter to participate in the discussion and identification of illustrative
examples of theoretical content (participatory method). Additionally, to make the exhibitions more appealing, different audiovisual media will
be used and students, individually or in groups, will be encouraged to carry out small research / knowledge consolidation work during
classes and/or outside of them, as is the case of the elaboration of a marketing plan (active method).
Through the expository-participatory method of the syllabus it will be possible to develop the following skills in students:
C1. Understand, relate and apply the fundamental principles of marketing and its scope of action
C2. Know, in general terms, the evolution and history of marketing
C3. Identify the different functions of marketing
C4. Describe and analyze the elements, trends and changes in the environment and how the organization can prepare and/or adapt to
these changes, preparing a SWOT analysis
C5. Know the components of a marketing information system
C6. To describe consumer market buying behavior based on the analysis of the consumer’s rational decision-making process and the
identification of new consumer characteristics to specify the strategies to maintain successful relationships with consumers
C7. Characterize the mechanisms and methods for collecting and analyzing data relevant to the management of marketing activities, with
emphasis on the market research system
C8. Ability, based on the concepts of Segmentation, Targeting and Positioning, to identify the main bases of segmentation of a market,
which are the most attractive market segments, and consequent choice of a correct strategy for its coverage and which positioning to adopt
in each of these segments
C9. Identify and characterize the particularities of the marketing action variables/policies (marketing-mix: product, price, distribution and
communication), illustrating their interrelationships, and realizing their complementarity with the general segmentation process, in order to
identify and define operational marketing programs and evaluate the impact of these
C10. Understand the impact of socially responsible performance of organizations and the impact of ethical behavior of consumers and
companies
C11. Ability to identify and analyze emerging marketing trends
C12. Ability to define and structure a marketing plan

This curricular unit aims to provide students with a mastery of marketing concepts and philosophy as an important management tool. Thus,
the adoption of expository-participatory and active teaching methodologies will allow the achievement of the following learning
objectives/skills
O1. Describe the fundamental concepts of marketing, the evolution of the marketing concept, its practices and functions and how they
contribute to the success of organizations
O2. Analyze the market (SWOT) and understand the contribution of this analysis to the elaboration of a marketing strategy
O3. Identify the components of a marketing information system, techniques for collecting and processing market indicators and the
purchase decision-making process
O4. Apply the STP approach
O5. Define and implement the marketing mix
O6. Understand the impact of Ethics and Social Responsibility in Marketing
O7. Analyze the constant evolutions in the market
O8. Establish an integrated marketing plan

Chapter I – Marketing and value creation
1.1 Fundamental Marketing Concepts
1.2 Evolution of the role of marketing
1.3 Marketing philosophy and attitude
Chapter II – Market Study
2.1 Analysis of the Marketing Environment
2.2 Analysis of the market and its stakeholders
2.3 Consumer Behavior
2.4 Market studies
Chapter III – Segmentation, Targeting and Positioning
3.1 Market segmentation
3.2 Target market choice
3.3 Market Positioning
Chapter IV – Marketing Policies
4.1 Introduction to the marketing mix
4.2 Product Policy
4.3 Price Policy
4.4 Distribution Policy
4.5 Communication Policy
Chapter V – Ethics and social responsibility in marketing
5.1 Ethics in marketing
5.2 Social responsibility in marketing
Chapter VI – Marketing development scenarios: New trends in marketing
Chapter VII – The Marketing Plan
7.1 Components of the Marketing Plan
7.2 Strategic and Operational Marketing
7.3 The Marketing Budget

NAO