Learning Results
In the Marketing discipline aims to teach the concepts and philosophy of marketing. The aim is
also that students stay with an integrated view of marketing strategy and marketing policies.
As a final objective, this course aims to provide students the necessary preparation to the development of his
work in marketing in different types of organizations.
Program
Parte I – Introduction to marketing and value creation
1. Fundamental concepts of marketing
Parte II – Market study
2. Analysis of the market and its players
3. Market research
4. Theories and models of consumer behavior
Parte III – Segmentation and Differentiation
5. Segmentation
6. Positioning
7. Brand
Parte IV – Marketing Policies
8. Product
9. Price
10. Place
11. Promotion
Internship(s)
NAO
Bibliography
Kotler, Philip, ARmestrong, G., Saunders, J. e Wong, V. (2004), Principles of Marketing, Londres, Prentice-
Hall Europe.
Lindon, D., Lendrevie, J., Dionísio, P. e Rodrigues, J.V. (2004), Mercator XXI: Teoria e Prática do Marketing,
Lisboa, Publicações D.Quixote.