Base Knowledge
Introduction to Marketing
Teaching Methodologies
In this curricular unit the following teaching methodologies are used:
1. Expositive, using the audiovisual media to explain the course contents;
2. Collaborative, through the realization of a marketing simulation.
Learning Results
At the end of the course unit the learner is expected to be able to
a) Understand the operation of the marketing simulation game;
b) Take strategic marketing decisions;
c) Take operational marketing decisions;
d) Budget marketing actions and forecast results;
e) evaluate the results of decisions taken;
f) formulate reasoned value judgments and communicate clearly in written and oral form.
Program
1. Introduction to marketing simulation
2. Strategic decisions
3. Operational decisions
4. Budgeting and forecasting results
5. Performance evaluation
Grading Methods
Periodic Assessment:
- Performance in the marketing simulation game, with a weight of 25% in the final grade;
- Individual reports on the marketing simulation game, with a weight of 60% in the final grade;
- Group presentation on the marketing simulation game, with a weight of 15% in the final grade.
In periodic assessment, at least one member of each group must be physically present in the classroom for the play to be counted.
Assessment by Exam:
- Individual written exam, without consultation, with a weight of 100% in the final grade.
Internship(s)
NAO
Bibliography
Baynast, A., Lendrevie, J., Lévy, J., Dionísio, P., & Rodrigues, J. V. (2018). Mercator 25 anos: O Marketing na Era Digital (17.ª ed.). Dom Quixote.
Kotler, P., & Armstrong, G. (2023). Princípios de Marketing (18.ª ed.). Bookman.
Documentation provided by the marketing simulation game.