Controlo de Marketing

Marketing

The following methodologies will be used:

1. expository, using the explanation of the programmatic content through audiovisual media

2. Active, through the analysis and resolution of practical cases

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

a. Recognize the importance of control in marketing

b. Understand the audit process in marketing

c. Organize the control and audit data in marketing

d. To write audit reports in marketing

1. Control in marketing

1.1 Control of the annual sales plan: objectives and targets

1.2 Control of marketing expenditure

1.3 Market share analysis

1.4. Financial control of the marketing department 

1.5. Profitability analysis

2. Marketing Audits 

2.1. Market audits 

2.2. Audits on the marketing mix

2.3. Sales structure audits

2.4. Auditing the budget

2.5. Organising the data from a marketing audit

2.6. marketing audit reports

Students may obtain approval for the curricular unit through one of the following methods:

a) Continuous Assessment:

• A portfolio of coursework, weighted at 30%, with presentations conducted throughout the semester during class sessions.

• An individual assignment, weighted at 70%, with mandatory presentation during the last two classes of the teaching period.

The only acceptable justifications for absence are those provided for in Article 39 of the Academic Regulations for the 1st Cycle of Studies of ESTGOH.

b) Assessment by Exam:

• An individual assignment, weighted at 100%, with mandatory submission and oral defence (presentation) on the date scheduled for the regular exam. The assignment must be submitted (via InforEstudante) before the exam start time. The assignment brief will be made available three working days before the defence date.

NAO