Workshop: Introduction to Marketing

Base Knowledge

N/A

Teaching Methodologies

The syllabus will be developped through:

i) expositive theoretical sessions (introductory),

ii)practical sessions, with cases analysis and discussions and application of concepts in the context of a class.

 

Evaluation by frequency:

– 1 team work – 50% – (minimum grade 9,5)

– An individual test – 50% (minimum score 7,5).

Evaluation by exam:

– 1 individual test – 50% (minimum grade of 7, 5)

– 1 individual work (50%). This work must be discussed with the professor beforehand.

Please notice that the work groups must be formed in the first two weeks of the semester, with a minimum of 2 elements and a maximum of 6. The non compliance of this rule will lead the student to evaluation by exam.

Learning Results

– Know and understand the concepts of Marketing,

– Identify the characteristics of a product, its life cycle and the services associated with it,

– Understand the elements conditioning costs and product prices

– Identify distribution channels in terms of its depth form of organization,

– Identify the variables available for the preparation of the different stages of a communication strategy and shape and determine the conditions of their effectiveness.

Program

1. Marketing Introduction

2. Marketing key concepts

3. Marketing Research

4. Strategic Marketing

5. Novas tendências de Marketing

Curricular Unit Teachers

Grading Methods

Continuing Evaluation
  • - Frequency - 50.0%
  • - Individual and/or Group Work - 50.0%
Exam
  • - Exam - 50.0%
  • - Individual and/or Group Work - 50.0%

Internship(s)

NAO

Bibliography

Dionísio, P.; Rodrigues, J: V.; Faria, H.; Canhoto, R. & Nunes, R: C. (2009). B-Mercator: Blended Marketing, D. Quixote.

Ferrel, O.C.; & Hartline, M. D., (2005). Estratégia De Marketing. Thomson.

Helfer, J.P., J. Orsoni (1996). Marketing. Sílabo.

Lindon, D.; Lendrevie, J.; Lévy, J; Dionísio, P.; & Rodrigues, J. V. (2011). Mercator XXI : teoria e prática do marketing. 14ª edição. D. Quixote.

Kotler, P. (2013). Marketing para o século XXI. 7ª edição. Presença.

Kotler, P. (1998), Administração de Marketing, Editora Atlas, São Paulo 9ª Ed..