Marketing I

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

This course will address the main themes of Marketing.

I – The marketing process

II – Context and marketing environment

III –The market and the consumers

IV – segmentation, targeting, positioning and differentiation

V - The Marketing Mix

Teaching Methodologies

A combination of lectures, videos, discussions, group projects and written assignments will be used to achieve the objectives of this course. The focus of all course activities will be on the concepts understanding and application.

Bibliography

• Kotler, P., Armstrong, G. (2008) Principles of Marketing, Prentice-Hall:New York
• Lindon, Denis; Lendrevie, Jacques; Lévy, Julien; Dionísio, Pedro; Rodrigues, Joaquim; (2004); “Mercator XXI – Teoria e prática do marketing”; Dom Quixote