Introdução ao 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

NAO