This Course aims to provide students with general knowledge about Marketing, making them aware of the increasing importance of these tools in organizations. The general objectives are:
-Recognize the relevance of marketing in business management;
-Define the role of Marketing in companies / organizations and discuss the key concepts;
- Apprehend the basic concepts of strategic marketing (segmentation, targeting, positioning and differentiation);
In terms of competences it is fundamental to provide students ability to:
• Analyze the Marketing reality in terms of companies and consumers.
• Identify the different strategic dimensions in Marketing.
• Realize the different stages of the creation and development of a new product.
• Design an launch Plan for a new product
• Understand and explore different marketing tools.
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.
Kotler, P., Armstrong, G. (2021) Principles of Marketing, 18th edition, Pearson
Kotler, P., Kartajaya, H. e Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons
Lendrevie, J., LÉVY, J., DIONÍSIO, P., & RODRIGUES, V. (2015). Mercator da Língua Portuguesa-Teoria e Prática do Marketing. D. Quixote.
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