Marketing

NA

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 and assess their impact on organizational performance.

Part I. Marketing: concept and process
1. Marketing and customer orientation
2. Strategies and marketing programs
Part II. Opportunity analysis and definition of marketing strategy
3. Marketing environment
4. Buying behaviour: consumer market and organizational market
5. Competition
6. Marketing strategy
Part III. Marketing-mix
7. Product policy
8. Price policy
9. Distribution policy
10. Communication policy

• - An individual work, with a weight of 30% in the final grade - 30.0%
• - An exam, with a weight of 70% in the final grade - 70.0%

• - A group work, with a weight of 30% in the final grade. - 30.0%
• - Two tests, with a weight of 35% each in the final grade - 70.0%

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