Learning Results
The Commercial Management and Marketing discipline aims to teach the concepts and philosophy of
marketing. The aim is also that students have an integrated view of marketing strategy and marketing policies.
As a final objective, this course aims to provide students the necessary preparation to the development of their
work in marketing in different types of organizations.
Program
Part I- Introduction to Marketing and value creation
1. Fundamentals concepts of marketing
Part II- The Company’s Strategy
2. The Marketing Plan
Parte III- Market study
3. Analysis of the market and its players
4. Market research
5. Theories and models of consumer behavior
Parte IV- Segmentation and Differentiation
6. Segmentation
7. Positioning
8. Brand
Parte V- Marketing Policies
9. Product
10. Price
11. Place
12. Promotion
Curricular Unit Teachers
Internship(s)
NAO
Bibliography
Cravens, David W. & Piercy, Nigel F. (2009), Strategic Marketing, McGrawHill.
Kotler, Philip, Armestrong, G., Saunders, J. & Wong, V. (2011), Principles of Marketing, Londres, Prentice- Hall
Europe.
Lindon, D., Lendreview, J., Dionísio, P. & Rodrigues, J.V. (2004), Mercator XXI: Teoria e Prática do Marketing,
Lisboa, Publicações D.Quixote.