Principles of Marketing

The UC comprises lectures, where it is intended that students have a 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.

In the Principles of Marketing discipline aims to teach the concepts and philosophy of marketing. The aim is
also that students stay with an integrated view of marketing strategy and marketing policies.
As a final objective, this course aims to provide students the necessary preparation to the development of his work in marketing in different types of organizations.

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

Kotler, Philip, ARmestrong, G., Saunders, J. e Wong, V. (2004), Principles of Marketing, Londres, Prentice-
Hall Europe.
ı Lindon, D., Lendrevie, J., Dionísio, P. e Rodrigues, J.V. (2004), Mercator XXI: Teoria e Prática do Marketing,
Lisboa, Publicações D.Quixote.