Marketing

Base Knowledge

Not applicable

Teaching Methodologies

The Curricular Unit will work through the regime of theoretical-practical classes, of optional attendance, where the theoretical expositions will always be accompanied by the illustration and resolution of practical cases arising from the application of marketing in business life. To make the exhibitions more appealing, different audiovisual media will be used and students will be encouraged to carry out small research / knowledge consolidation projects during classes.

Learning Results

a) Objectives

This curricular unit aims to provide students with a mastery of marketing concepts and philosophy as an important management tool. It is also intended that students benefit from a comprehensive overview in which special attention is paid to marketing strategy and marketing policies.

As a final objective, this course seeks to provide students with the necessary preparation for the development of their work in the field of marketing in different types of organizations.

  

b) Skills to be acquired:

This curricular unit offers students the necessary skills to develop their skills in the job market, in which they must adopt an active attitude towards the customer and the market.

Program

Chapter I – Marketing and value creation

1.1 – Fundamental Marketing Concepts

1.2 – Evolution of the role of marketing

1.3 – Marketing philosophy and attitude

 

Chapter II – Market Study

2.1 – Analysis of the Marketing Environment

2.2 – Analysis of the market and its stakeholders

2.3 – Consumer behavior

2.4 – Market studies

 

Chapter III – Segmentation and Positioning

3.1 – Market segmentation

3.2 – Target market choice

3.3 – Market Positioning

 

Chapter IV – Marketing Policies

4.1 – Introduction to the marketing mix

4.2 – Product Policy

4.3 – Price Policy

4.4 – Distribution Policy

4.5 – Communication Policy

 

Chapter V – Ethics and social responsibility in marketing

5.1 – Ethics in marketing

5.2 – Social responsibility in marketing

 

Chapter VI – Marketing development scenarios

6.1 – New trends in marketing

  

Chapter VII – The Marketing Plan

7.1 – Components of the Marketing Plan

7.2 – Strategic and Operational Marketing

7.3 – The Marketing Budget

Curricular Unit Teachers

Internship(s)

NAO

Bibliography

Bibliografia Fundamental (Fundamental Bibliography):

  • Kotler, Philip; Armstrong, Gary (2021), Principles of Marketing, 18th Global Edition, Pearson Education Limited. ISBN 13: 978-1-292-34113-2
  • (Kotler, Philip; Armstrong, Gary (2015), Princípios de Marketing, 15ª Edição Pearson. ISBN  9788543004471 [mais antigo, em Português do Brasil])
    • Lindon, D., Lendrevie, J., Dionísio, P. e Rodrigues, JV (2018), Mercator: Teoria e Prática do Marketing – 25 Anos, 17ª Edição, Publicações D. Quixote. ISBN 13: 978-972-20-6591-7

 

Bibliografia Complementar (Complementary Bibliography):

  • Kotler, Philip (2014), Marketing para o Século XXI: Como Conquistar e Dominar Mercados, Editorial Presença. ISBN: 9788522015757
  • Kotler, Philip; Armstrong, Gary (2020), Marketing: An Introduction, 14th Global Edition, Prentice-Hall Europe. ISBN: 978-0135887158
  • Kotler, Philip; Kartajaya, Hermawan, Setiawan, Iwan (2021), Marketing 5.0: Tecnologia para a Humanidade, Actual Editora. ISBN: 9789896946005
  • Kotler, Philip; Kartajaya, Hermawan, Setiawan, Iwan (2017), Marketing 4.0: do Tradicional ao Digital, Actual Editora. ISBN: 9789896942083 
  • Kotler, Philip, Keller, Kevin Lane; Chernev, Alexander (2022), Marketing Management, 16th Edition, Pearson Education Limited. ISBN: 9781292404813
  • Lambin, Jean-Jacques (2000), Marketing Estratégico, Portugal, 4-ª Edição, McGraw-Hill. ISBN 972-773-040-X