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Introduction to Marketing

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 and case studies.

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

a) Explain the fundamental concepts of pricing;

b) Distinguish the different pricing strategies and tactical options;

c) Understand cost-based pricing;

d) Understand pricing based on customers’ value perceptions;

e) Understand pricing based on competition;

f) Select pricing decisions among alternatives and assess their impact on organizational performance

1. Fundamental concepts of pricing

2. Pricing strategies and tactics

3. Prices, costs and profitability

4. Prices and value perceptions

5. Prices and competition

This curricular unit provides the following types of assessment:

a) Continuous assessment;

b) Assessment by exam.

The continuous assessment comprises the following assessment components:

a) Two tests, with a weight of 45% each in the final grade;

b) Class participation, with a weight of 10% in the final grade.

The assessment by exam comprises the following assessment component:

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

Class attendance is optional for any type of assessment.

NAO