Teaching Methodologies
The UC comprises lectures, where it is intended that students have an active participation. Will be used also slides, which include figures, so that students can have a closer perspective of the reality of marketing. It will also turn to study of real cases through the establishment of working groups.
Learning Results
a) Objectives:
This discipline aims, above all, to provide students with the mastery of the concepts and philosophy of marketing as an important management tool. It is intended also that students benefit from a comprehensive in that pay particular attention to marketing strategy and marketing policies.
As a final goal, this course seeks to give students the preparation necessary for the development of his work in marketing in different types of organizations.
b) Skills to be acquired:
This course provides students with the necessary skills to develop their skills in the labor market, which should adopt a proactive attitude directed towards the customer and the market.
Program
PART I – The marketing and value creation
1 – Core Concepts of Marketing
2 – The changing role of marketing
PART II – Market research
3 – Analysis of the market and its players
4 – Market research
5 – Theories and explanatory models of consumer behavior
PART III – Segmentation and Positioning
6 – Market Segmentation
7 – The market positioning
PART IV – Political Marketing
8 – Product
9 – Price
10 – Distribution
11 – Communication
Internship(s)
NAO
Bibliography
• Lindon, D., Lendrevie, J., Dionísio, P. e Rodrigues, JV, Mercator XXI: Teoria e Prática do Marketing, Lisboa,
Publicações D. Quixote, 2004:
• Kotler, P., Armestrong, G., Saunders, J., Wong, V., Principles of Marketing, Londres, Prentice-Hall Europe, 2004
• Kotler, P. e Keller, KL Marketing Management, Englewood Cliffs, New Jersey, Prentice-Hall, 2006
• Brito, Carlos Melo, Lencastre, Paulo de (coordenadores), Os Horizontes do Marketing, Lisboa, Editorial Verbo,
2000
• Cunha, Miguel Pina, Duarte, Margarida, O’Shaughnessy, Nicholas, Marcelino, Ana Regina, Marketing. Conceitos e
casos portugueses, Lisboa, Escolar Editora, 2004
• Helfer, J., Orsoni, J., Marketing, Lisboa, Edições Sílabo, 1996
• Lambin, Jean-Jacques, Marketing Estratégico, Portugal, McGraw-Hill, 2000
• Pires, A, Marketing: Conceitos, Técnicas e Problemas de Gestão, Lisboa, Editorial Verbo, 1991