Objectives
1) Consolidar os conceitos estruturantes de marketing e aprofundar alguns tópicos de marketing mais específicos;
2) Abordar diferentes tipologias de marketing de serviços;
3) Dominar o leque de decisões implícitas do marketing digital;
4) Desenvolver competências de comunicação oral e escrita no domínio do marketing;
5) Incentivar a criatividade e a organização de trabalho em equipa.
Program
NOTE: This curricular unit is not taught in English.
- Marketing trends in the age of connectivity
- International Marketing
- Services Marketing
- Digital Marketing Planning
NOTE: This curricular unit is not taught in English.
Teaching Methodologies
NOTE: This curricular unit is not taught in English.
The presentation of the syllabus will be based on a theoretical and theoretical-practical approach, building a basic reference framework, either through explanation, or through research and synthesis. These methodologies will be complemented, from an application and analysis perspective, based on case studies and problem solving. The development of skills will be enhanced by simulation and video training strategies.
NOTE: This curricular unit is not taught in English.
Bibliography
•Hollensen, S. (2020). Global Marketing, 8ª Ed., Pearson
•Stokes, R. (2018). eMarketing: The essential guide to digital marketing. Quirk eMarketing. Open Access. (Stokes, 2018)
•Wirtz, J., & Lovelock, C. (2018). Essentials of Services Marketing 3rd ed.
•Keegan, W. e Green, M. (2020). Global Marketing, 10ª Ed., Pearson;
•Kotabe, M. e Helsen, K. (2016). Global Marketing Management, 7ª Ed., John Wiley & Sons.
•Chaffey, D., & Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation and Practice. Pearson.
•Chaffey, Dave (2009). E-Business and E-Commerce Management: Strategy, Implementation and Practice, 4/Ed., Prentice Hall: New York
•Grönroos, C. (2006). Service management and marketing: customer management in service competition, 3ª Ed., John Wiley & Sons, Ltd.
•Hoffman, K. e Beteson, J. (2006). Services Marketing Concepts, Strategies, & Cases, 3ª Ed., Thompson.
•Kotler, P., & Keller, K. L. (2012). Framework for marketing management. Pearson Education
•Marques, V. (2018). Marketing Digital 360: Actual Editora.
