Simulação de Marketing

Introduction to Marketing 

In this curricular unit the following teaching methodologies are used:

1. Expositive, using the audiovisual media to explain the course contents;

2. Collaborative, through the realization of a marketing simulation.

At the end of the course unit the learner is expected to be able to

a) Understand the operation of the marketing simulation game;

b) Take strategic marketing decisions;

c) Take operational marketing decisions;

d) Budget marketing actions and forecast results;

e) evaluate the results of decisions taken;

f) formulate reasoned value judgments and communicate clearly in written and oral form.

1. Introduction to marketing simulation

2. Strategic decisions

3. Operational decisions

4. Budgeting and forecasting results

5. Performance evaluation

NAO

Baynast, A., Lendrevie, J., Lévy, J., Dionísio, P., & Rodrigues, J. V. (2018). Mercator 25 anos: O Marketing na Era Digital (17.ª ed.). Dom Quixote.

Kotler, P., & Armstrong, G. (2015). Princípios de Marketing (15.ª ed.). Pearson.

Documentation provided by the marketing simulation game.