Base Knowledge
Marketing I
Teaching Methodologies
The teaching methodology focuses on theoretical exposition in class through lecture/discussion and application with practical and real exercises.
Learning Results
At the end of the course the student is expected to be able to:
a) describe the marketing research process;
b) Plan and apply marketing research;
c) Describe the methodology of marketing plan development
d) Formulate marketing plans
e) Make strategic and operational marketing decisions
f) Evaluate the impact of marketing decisions on organizational performance.
Program
Part I.
Marketing Research
1. Introduction to marketing research
2. Research design
3. Problem and research approach
4. Secondary data and qualitative research
5. Data collection methods
6. Field work
7. Research report
Part II. Marketing planning
8. Analysis and situation diagnosis
9. SWOT analysis
10. Critical success factors
11. Marketing objectives
12. Strategic marketing options
13. Maneuver plan
14. Marketing action plan, contingency plan, budget and control
Curricular Unit Teachers
Ricardo Filipe Carreira RamosGrading Methods
- - Prova escrita individual - 40.0%
- - Jogo de simulação de marketing com relatório - 20.0%
- - Projeto de marketing - 40.0%
- - Prova escrita individual - 100.0%
Internship(s)
NAO
Bibliography
Celeste, P. (2018). Marketing Performance. Clube do Autor
Malhotra, N. K. (2019). Pesquisa de Marketing: Uma Orientação Aplicada (7a edição). Bookman
Marôco, J. (2021). [Statistical Analysis with SPSS Statistics] Análise Estatística com o SPSS Statistics (8th ed.).
Report Number.
Oliveira, J. (2014). Marketing Research (vols I & II). Edições Sílabo
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research Methods for Business Students (8th Ed.). Pearson