Workshop: Introduction to Marketing

N/A

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.

– 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.

1. Marketing Introduction

2. Marketing key concepts

3. Marketing Research

4. Strategic Marketing

5. Novas tendências de Marketing

• - Individual and/or Group Work - 50.0%
• - Exam - 50.0%

• - Frequency - 50.0%
• - Individual and/or Group Work - 50.0%

NAO

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..