Marketing

Not applicable.

In this curricular unit, the following teaching methods are used:

a) Verbal methods (say), using exposition, explanation, dialogue, debate and interrogation;

b) Intuitive methods (show), using demonstration, audio-visual and written texts;

c) Active methods (to do), using group work and case studies;

d) Methodologies that incorporate new technologies in teaching processes: gamification.

At the end of this curricular unit, the student is expected to be able to: 

a) Explain the concept and the marketing process;

b) Discuss the importance of customer relationship management; 

c) Relate strategic planning to marketing planning; 

d) Distinguish and use methodologies of market analysis and opportunity identification; 

e) Distinguish and relate the stages of the marketing strategy: segmentation, targeting, differentiation and positioning; 

f) Distinguish and combine the variables of the marketing-mix: product, price, distribution and communication; 

g) Select strategic and operational marketing decisions and assess their impact on organizational performance.

Part I. Marketing: concept and process

1. Marketing and customer orientation

2. Strategies and marketing programs

Part II. Opportunity analysis and definition of marketing strategy

3. Marketing environment

4. Buying behaviour: consumer market and organizational market

5. Competition

6. Marketing strategy

Part III. Marketing-mix

7. Product policy

8. Price policy

9. Distribution policy

10. Communication policy

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.

Dibb, S., Simkin, L., Pride, W. M., & Ferrell, O. C. (2019). Marketing: Concepts and Strategies (8th ed.). Cengage Learning.

Kotler, P., & Keller, K. L. (2019). Administração de Marketing (15.ª ed.). Pearson.

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

Pride, W. M., & Ferrell, O. C. (2020. Marketing (20th ed.). Cengage Learning.