Marketing

Not applicable.

In this curricular unit, the following teaching methods are used:

a) Verbal methods, using exposition, explanation, dialogue, debate, and interrogation;

b) Intuitive methods, using demonstration, audio-visual, and written texts;

c) Active methods, using group work, case studies, and gamification.

At the end of this curricular unit, the student is expected to be able to: 

a) Explain the concept and the marketing process;

b) Discuss the importance of customer relationship management; 

c) Relate strategic planning to marketing planning; 

d) Distinguish and use methodologies of market analysis and opportunity identification; 

e) Distinguish and relate the stages of the marketing strategy: segmentation, targeting, differentiation and positioning; 

f) Distinguish and combine the variables of the marketing-mix: product, price, distribution and communication; 

g) Select strategic and operational marketing decisions and assess their impact on organizational performance.

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 behaviour: consumer market and organizational market

5. Competition

6. Marketing strategy

Part III. Marketing-mix

7. Product policy

8. Price policy

9. Distribution policy

10. Communication policy

This curricular unit provides the following types of assessment:

a) Periodic assessment;

b) Assessment by exam.

The continuous assessment comprises the following types of assessment components:

a) Two tests, with a weight of 25% each in the final grade;

b) Group work, Group work, with presentation and discussion, with a weight of 30% in the final grade;

c) Class participation, with a weight of 20% in the final grade.

Attendance at classes is compulsory for students enrolled in continuous assessment, with a maximum number of absences corresponding to 25% of the total contact hours of the curricular unit, i.e., 14 hours.

The assessment by exam comprises the following assessment component:

a) Exam, with a weight of 100% in the final grade.

Class attendance is optional for any type of assessment.

NAO