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

• - Work group - 30.0%
• - 2.nd individual written test - 35.0%
• - 1.st individual written test - 35.0%

• - Individual written test - 100.0%

NAO

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.

Dibb, S., Simkin, L., Pride, W. M., & Ferrell, O. C. (2019). Marketing: Concepts and Strategies (8th ed.). Cengage Learning.

Kotler, P., & Keller, K. L. (2019). Administração de Marketing (15.ª ed.). Pearson.

Kotler, P., & Armstrong, G. (2015). Princípios de Marketing (15.ª ed.). Pearson.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0. Actual.

Pride, W. M., & Ferrell, O. C. (2020). Marketing (20th ed.). Cengage Learning.