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Marketing 2017/2018

  • 5 ECTS
  • Taught in Portuguese
  • Continuous Assessment

Objectives

1-Analyze Marketing problems and propose solutions.
2-Know how to define a marketing strategy according to the business strategy.
3-Be able to articulate strategic marketing options in the implementation of operational marketing action.
4-Understand the concept of Brand and integrate it into the Marketing strategy.
5-Identify the steps for the preparation of the Marketing Plan

Recommended Prerequisites

N.a.

Teaching Metodology

Exposition method for theoretical presentation of the topics of the syllabus.
Application of demonstrative and active methods with real situation analysis and in-class discussion.
Discussion of course-works presented by students in class, indicating their strengths and also the areas for improvement in future course-works.

Body of Work

1. Introduction to Marketing concept.
2. The evolution of marketing. Modern marketing.
3. Marketing function in organisations.
4. Tatic and Strategic Marketing.
5. Clients and competitors knowledge.
6. Brand Concept.
7. Marketing-mix.
8. Main strategic options: Segmentation, positioning and deferentiation.
9. Marketing plan.

Recommended Bibliography

Kotler, Philip. Kartajajaya, Hermawan.Setiawan,Iwan (2017), Marketing 4.0,Conjuntura Atual editora.
BRITO, Carlos e LENCASTRE, Paulo (org), Novos Horizontes do Marketing (2014), Publicações D. Quixote
KOTLER, Philip, KELLER, Kevin (2011), Marketing Management, 14th edition, Prentice Hall
Mercator da Língua Portuguesa – Teoria e Prática do Marketing, vários autores, 2015
Lencastre,Paulo (2005). O livro da marca. Dom Quixote.

Complementary Bibliography

David Aaker, Joachimsthaler (2007). Liderança de Marca, Publico-Comunicação.
KOTLER, Philip (2010), Marketing para o Séc. XXI, 6ª edição, Editorial Presença
KOTLER, Philip, KARTAJAYA, H., SETIAWAN, I. (2010), Marketing 3.0 - from products to Customers to the Human Spirit, Wiley

Weekly Planning

1. Introduction to Marketing.
2. The evolution of marketing.
3. Marketing function in organisations.
4. Tatic and Strategic Marketing.
5. Brand Concept.
6. Marketing-mix.
7. Marketing-mix.
8. Main strategic options: Segmentation, positioning and deferentiation.
9. Marketing plan.
10. Marketing plan.
11. Market research.
12. Course-work presentation.
13. Course-work presentation.
14. Course-work presentation.
15. Assessment.

Demonstration of the syllabus coherence with the curricular unit's objectives

The content 1 contributes to achieving the objectives of seizure (1)
The content 2 contributes to achieving the learning objectives (1,2)
The content 3 contributes to achieving the objectives of seizure (2)
The content 4 contributes to achieving the objectives of seizure (2,3)
The content 5 contributes to achieving the objectives of seizure (1,2,3)
The content 6 contributes to achieving the objectives of seizure (4)
The content 7 contributes to achieving the objectives of seizure (2,3,5)
The content 8 contributes to achieving the learning objectives (3,5)
The content 9 contributes to achieving the objectives of seizure (5)

Demonstration of the teaching methodologies coherence with the curricular unit's objectives

The assessment methods allow students to familiarize with the concepts learnt and apply them to empirical situations. Therefore, they develop a critical thinking of real Marketing issues. Learning and research autonomy are valued, as well as the arguing capacity.

relevant generic skillimproved?assessed?
Achieving practical application of theoretical knowledgeYesYes
Adapting to new situationsYesYes
Analytical and synthetic skillsYesYes
Balanced decision makingYesYes
Commitment to effectivenessYes 
Commitment to qualityYesYes
CreativityYesYes
Ethical and responsible behaviour Yes
Event organization, planning and managementYesYes
Foreign language proficiency  
Initiative and entrepreneurship capabilityYesYes
Problem Analysis and AssessmentYesYes
Problem-solvingYesYes
Relating to others  
Research skillsYesYes
Self-assessmentYesYes
TeamworkYesYes
Written and verbal communications skillsYesYes
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