Marketing I

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Objectives

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.

Program

  1. Introduction to Marketing
  2. Companies and Marketing
  3. The marketing environment
  4. Marketing Information Management
  5. Consumer markets and consumer buying behavior
  6. Organizational markets and organizational buying behavior
  7. Segmentation and targeting
  8. Positioning and differentiation
  • NOTE: This curricular unit is not taught in English.

Teaching Methodologies

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

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.

Code

0101999

ECTS Credits

6

Classes

  • Teóricas - 30 hours
  • Teórico-Práticas - 30 hours