Identity, Culture and Markets

Marketing basics

In this curricular unit the following teaching methodologies are used:

1) Verbal Methodologies (saying), making use of the pedagogical resources: Exhibition, Explanation and Dialogue;

2) Intuitive Methodologies (show), using the following teaching resources: Demonstration, Audiovisuals and Written Texts;

3) Active Methodologies (doing), using the following pedagogical resources: Group Work.

A. Develop an understanding of the importance of the concepts of identity and culture applied to Marketing;

B. Realize the dynamics of the relationship between Strategic Marketing, Operational Marketing, and Consumer Behavior;

C. Enable to manage in diversity and multiculturalism in domestic and international markets.

D. Realize the role of identity and cultural trends and dynamics in audience stratification and segmentation.

E. Develop a favorable attitude towards reading and interpreting technical and scientific texts;

F. Dynamize research and applied work, solve problems and identify resolution strategies.

1. Identity and Marketing;

1.1 Personal identity and consumer attributes;

1.1.1. consumer psychology, identity, personality and image;

1.1.2. new methodologies to characterize target audiences;

1.2 Organizational Identity;

1.3. Image and Identity: the case of perceptions and reputation;

1.4. Brand positioning

2. Culture and Marketing;

2.1 Culture and Consumer Behavior;

2.2 Levels of Culture;

2.3 Cultures and subcultures;

2.4 Dimensions of Culture;

2.5. National Cultures and Cross-Cultural Marketing.

3. Characterization of markets

3.1. Pluricultural national markets

3.2 Adaptation to international markets;

3.3. Analysis models and case studies

• - Exam - 100.0%

• - Test - 50.0%
• - Group work - 50.0%

NAO

Herbig, P. A. (1998). Handbook of Cross-Cultural Marketing. The International Business Press

Hingley, M. K. (2016). New Cultures Of Food – Marketing Opportunities From Ethnic, Religious And Cultural Diversity. Routledge. https://doi.org/10.4324/9781315555218 

Lipovetsky, G., & Serroy, J. (2010). A Cultura-Mundo: Resposta a Uma Sociedade Desorientada. Edições 70

McCracken, G. (2011). Chief Culture Officer: como a cultura pode determinar o sucesso ou fracasso de uma organização. ALEPH

Mooij, M. K. (2004). Global Marketing and Advertising: Understanding Cultural Paradoxes. Sage Publications

Mooij, M. K. (2010). Consumer behavior and culture: consequences for global marketing and advertising. Sage Publications

Sherry, J.F., & Fisher, E. (2019). Contemporary Consumer Culture Theory. Routledge. https://doi.org/10.4324/9781315563947