Principles of Marketing

Basic notions of business admnistration.

Attendance at classes is highly recommended.

The UC comprises lectures, in which students are expected to have an active participation.

During the classes, current marketing cases will be shown. Slides will also be used, which will include figures, so that students can have a closer perspective of the reality of marketing. It will also resort to the study of real cases through the constitution of working groups.

Teamwork is therefore highly valued.

In the Curricular Unit, Marketing Principles, it is intended to teach the concepts and philosophy of marketing. It is intended, therefore, that students have an integrated view of marketing strategy as well as marketing policies in an operational context.

In today’s world, in constant change, with permanent and unexpected challenges, it is sought that the student develops constant attention to the events and concrete impacts that this brings to the needs and offers to the market; and we also want to encourage the student to pay constant attention to the different dynamics with a view to customer satisfaction and value creation for all parties involved in this value exchange relationship.

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

This course should provide students with the necessary skills to develop their capabilities in the labor market, where they must adopt an active attitude towards the client and towards the market, in constant dynamic.

1. Introduction to Marketing and Value Creation
1.1. Marketing in the world and in the company
1.2. The challenges of the ever-changing world and the marketing response
1.3. The history, fundamentals and notions of marketing
1.4. Marketing in the company and in the economy and the creation of value

2. The planning and marketing process
2.1. The importance of the marketing function
2.2. Strategic planning and business analysis
2.3. The marketing process and its stakeholders
2.4. The marketing environment

3. Consumer behavior
3.1. The needs, notion and types
3.2. The purchase decision process
3.3. Factors that affect consumer buying behavior
3.4. Consumer roles and types of buying behavior

5. The information system in marketing and market studies
5.1. The need for information in marketing
5.2. Structure of a marketing information system
5.3. market studies
5.4. The demand forecasts

6. Segmentation, targeting and positioning
6.1. Market coverage strategies
6.2. The Importance and Segmentation Criteria
6.3. Choice of target segments
6.4. Need for differentiation and strategies
6.5. the positioning
6.6.
7. The mix as operationalization of the marketing strategy
7.1. Strategic marketing and operational marketing
7.2. The operational marketing plan
7.3. The mix concept

8. Product-related decisions
8.1. The notion of product, levels and classification
8.2. Decisions about individual products
8.3. The introduction of new products
8.4. The service mix
8.5. The services
8.6. the brand

9. Pricing decisions
9.1. Pricing and marketing objectives
9.2. Factors to consider when setting prices
9.3. Price determination process
9.4. pricing strategies

10. Decisions regarding communication
10.1. the communication program
10.2. the advertising
10.3. the sales promotion
10.4. the sales force
10.5. direct marketing
10.6. public relations
10.7. digital communication

11. Decisions regarding distribution
11.1. The importance of distribution
11.2. The distribution channels
11.3. the retail
11.4. the wholesaling

NAO

Kotler, Philip, Kartajaya, Hermawan, Setiawan, Iwan (2021). Marketing 5.0 – Technology for humanity. Current Publisher.

Supplementary bibliography

Baynast, Arnaud de et al. (2018). Mercator 25 Years - Marketing in the Digital Age. Alfragide: Publications Don Quixote.

Conrado, Adolpho (2012). The 8 P's of Digital Marketing - The strategic guide to digital marketing. Text Editors.

Kotler, P., Armestrong, G., Saunders, J., Wong, V. (2017). Principles of Marketing, 7th european edition. London: Prentice-Hall Europe.

Miscellaneous articles

Class notes delivered to students via digital