Marketing

Non 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 and case studies.

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 among alternatives and assess their impact on organizational performance.

Part I. Marketing: concept and process

Marketing and customer orientation

Strategies and marketing programs

Part II. Opportunity analysis and definition of marketing strategy

Marketing environment

Buying behaviour: consumer market and organizational market

Competition

Marketing strategy

Part III. Marketing-mix

Product policy

Price policy

Distribution policy

Communication policy

This curricular unit forseens the following assessment methods:

a) Periodic assessment;

b) Assessment by exam.

The periodic assessment consists of 3 individual tests, each accounting for one-third of the final grade and subject to a minimum score of 7 out of 20.

The assessment by exam consists of a written test which counts for 100% of the final grade.

NAO