Marketing Principles

None.

The UC includes expository teaching in which students are expected to take an active part.
Other means are also used, such as images, films, various data, market studies and case studies, to give students a closer perspective on the reality of marketing.
The classroom sessions combine didactic presentations with discussion groups.
Each student is also encouraged to bring materials of interest to the classroom and to research and bring marketing case studies.
Students are invited to develop teamwork and the result is presented and discussed in class.
In fact, teamwork involves methods with research and co-operation at the centre.

The pedagogical strategy also includes the use of interaction platforms, working in small groups in the classroom, the use of videos for class discussion and also for solving problems and cases, especially in small groups.

Presenting marketing as a central response to the challenges of 21st century organisations is the main objective of this unit.
The aim is to show marketing in its unique identity as a response to the current economy and society and the needs of consumers, enabling responses with innovation, quality, effectiveness and sustainability.
In particular, the Marketing Principles course unit will introduce students to the concepts and philosophy of marketing. It will also allow students to have an integrated view of marketing strategy as well as marketing policy.

Therefore, this unit aims to provide students with the necessary preparation to develop their work in the field of marketing in different types of organisations. Students will be encouraged from the outset to develop a critical view of this reality and to position themselves creatively and attentively in the global marketplace; with curiosity, discipline and teamwork skills to perform different roles in marketing with success and personal fulfilment.

Parte I – Introduction to marketing and value creation
1. Fundamental concepts of marketing
Parte II – Market study
2. Analysis of the market and its players
3. Market research
4. Theories and models of consumer behavior
Parte III – Segmentation and Differentiation
5. Segmentation
6. Positioning
7. Brand
Parte IV – Marketing Policies
8. Product
9. Price
10. Place
11. Promotion

NAO

Main bibliography:

Kotler, Philip ; Armstrong, Gary ; Opresnik, Marc Oliver (2018). Principles of marketing. 17th. Harlow [etc.] : Pearson, cop. ISBN 978-1-292-22017-8

• Baynast, Arnaud de (2018). Mercator : 25 anos. 17ª ed.. Alfragide : Publicações Dom Quixote,  ISBN 978-972-20-6591-7
• Kotler, P., Kartajaya, H., Setiawan, I. (2021). Marketing 5.0 – Tecnologia para a humanidade. Actual Editora.