Base Knowledge
Marketing
Teaching Methodologies
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
Learning Results
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
Program
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
Curricular Unit Teachers
Internship(s)
NAO
Bibliography
Celeste, P., & Moniz, L.B. (2022). Marketing Performance – 80 métricas de Marketing e Vendas (3ª ed). Clube do Autor.
Kotler, P., & Armstrong, G. (2008). Princípios de Marketing, Pearson-Prentice Hall.
Parmerlee, D. (2000). Auditing Markets, Products, and Marketing Plans; AMA Marketing Toolbox series.
Prieto, G. (2024), Auditoria Estratégica de Marketing. Ecoe Ediciones.
Reibstein, D., Pfeifer, P., Farris, P., Bendle, N. (2017). Grandes Métricas do Marketing – Os principais indicadores que todo o gestor deve conhecer. Atual Editora.