Marketing

Not applicable

The Curricular Unit will work through the regime of theoretical-practical classes, of optional attendance, where the theoretical expositions will always be accompanied by the illustration and resolution of practical cases arising from the application of marketing in business life. To make the exhibitions more appealing, different audiovisual media will be used and students will be encouraged to carry out small research / knowledge consolidation projects during classes.

a) Objectives

This curricular unit aims to provide students with a mastery of marketing concepts and philosophy as an important management tool. It is also intended that students benefit from a comprehensive overview in which special attention is paid to marketing strategy and marketing policies.

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

b) Skills to be acquired:

This curricular unit offers students the necessary skills to develop their skills in the job market, in which they must adopt an active attitude towards the customer and the market.

Chapter I – Marketing and value creation

1.1 – Fundamental Marketing Concepts

1.2 – Evolution of the role of marketing

1.3 – Marketing philosophy and attitude

Chapter II – Market Study

2.1 – Analysis of the Marketing Environment

2.2 – Analysis of the market and its stakeholders

2.3 – Consumer behavior

2.4 – Market studies

Chapter III – Segmentation and Positioning

3.1 – Market segmentation

3.2 – Target market choice

3.3 – Market Positioning

Chapter IV – Marketing Policies

4.1 – Introduction to the marketing mix

4.2 – Product Policy

4.3 – Price Policy

4.4 – Distribution Policy

4.5 – Communication Policy

Chapter V – Ethics and social responsibility in marketing

5.1 – Ethics in marketing

5.2 – Social responsibility in marketing

Chapter VI – Marketing development scenarios

6.1 – New trends in marketing

Chapter VII – The Marketing Plan

7.1 – Components of the Marketing Plan

7.2 – Strategic and Operational Marketing

7.3 – The Marketing Budget

NAO

Bibliografia Fundamental (Fundamental Bibliography):

• Kotler, Philip; Armstrong, Gary (2021), Principles of Marketing, 18^th Global Edition, Pearson Education Limited. ISBN 13: 978-1-292-34113-2
• (Kotler, Philip; Armstrong, Gary (2015), Princípios de Marketing, 15ª Edição Pearson. ISBN  9788543004471 [mais antigo, em Português do Brasil])
  • Lindon, D., Lendrevie, J., Dionísio, P. e Rodrigues, JV (2018), Mercator: Teoria e Prática do Marketing – 25 Anos, 17ª Edição, Publicações D. Quixote. ISBN 13: 978-972-20-6591-7

Bibliografia Complementar (Complementary Bibliography):

• Kotler, Philip (2014), Marketing para o Século XXI: Como Conquistar e Dominar Mercados, Editorial Presença. ISBN: 9788522015757
• Kotler, Philip; Armstrong, Gary (2020), Marketing: An Introduction, 14^th Global Edition, Prentice-Hall Europe. ISBN: 978-0135887158
• Kotler, Philip; Kartajaya, Hermawan, Setiawan, Iwan (2021), Marketing 5.0: Tecnologia para a Humanidade, Actual Editora. ISBN: 9789896946005
• Kotler, Philip; Kartajaya, Hermawan, Setiawan, Iwan (2017), Marketing 4.0: do Tradicional ao Digital, Actual Editora. ISBN: 9789896942083 
• Kotler, Philip, Keller, Kevin Lane; Chernev, Alexander (2022), Marketing Management, 16^th Edition, Pearson Education Limited. ISBN: 9781292404813
• Lambin, Jean-Jacques (2000), Marketing Estratégico, Portugal, 4-ª Edição, McGraw-Hill. ISBN 972-773-040-X