New Trends in Marketing and Internacional Business

There is no recommended background knowledge.

Theoretical teaching, using practical examples.

This curricular unit will allow the student a clear understanding of the important role that the new trends in marketing and international business will assume in a globalised economy. At the end of this course, students should be able to grasp all the new trends that have been drawing in marketing and international business.

1-Trends versus cross-cutting themes and manifestations

2-Great Contemporary Marketing Trends

2.1- Relationship Marketing and CRM

2.2- Neuromarketing

2.3- Experience and Sensory Marketing

2.3- Tribal Marketing

2.4- Retromarketing

2.5- Viral Marketing and Buzz Marketing

2.6- Guerrilla Marketing

2.7- Sports Marketing

2.8- Inbound Marketing versus Oubound Marketing

2.9- Marketing 5.0

3- New Tendencies in International Businesses

NAO

Baptista, D. & Costa, P. (2021). Marketing Digital: Conteúdos Vencedores, Lidel.

Brito, C. & Lencastre, P. (coordenação) (2014). Novos Horizontes do Marketing, Edições D. Quixote.

Camargo, P. (2009). Neuromarketing – Descodificando a mente do consumidor, Edições IPAM.

Christopher, M. (2010). Relationship marketing: creating stakeholder value, Oxford: Butterworth- Heinemann.

Cova, B. & Cova, V. (2002). Tribal Marketing – The Tribalization of Society and its Impact on the Conduct of Marketing. European Journal of Marketing, 36 (5-6), 595-620.

Godin, S. (2008). Tribes – We need you to lead us, Penguin, EUA.

Hughes, M. (2006). Buzzmarketing, Actual Editora, Lisboa.

Hultén, B., Broweus, N., & Dijk, M. (2009). Sensory Marketing, Palgrave Macmillan, Basingstoke.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0. Tecnologia para a Humanidade, Actual.

Marques, A. (2012). Marketing relacional: como transformar a fidelização de clientes numa vantagem competitiva, Edições Sílabo.

Morin, C. & Renvoisé, P. (2009). Neuromarketing. O centro nevrálgico da venda, Edições Smart Book.

Rez, R. (2016). Marketing de Conteúdo. A moeda do século XXI, Marcador.