Publication in the Diário da República: Despacho nº 3359/2013 - 01/03/2013
4 ECTS; 2º Ano, 1º Semestre, 30,0 TP + 2,0 O , Cód. 964440.
Lecturer
- Maria de Fátima Rodrigues Pedro (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
Understand market actors and dynamics from a marketing perspective;
Become familiar with the key market research methods;
Develop a marketing plan articulating the various strategic variables;
Become familiar with the peculiarities of brand management;
Program
1. Introduction
2. Market Analysis
3. Market research
4. Explanatory consumer behaviour theories and models
5. Segmentation and differentiation
6. The positioning
7. The brand
8. Marketing-Mix
Evaluation Methodology
Practical assignment with presentation and discussion, minimum mark of 10/20 (40%) e test, minimum mark of 9/20 (60%)
Students who do not meet previous requirement may sit a final exam (100%).
Bibliography
- Propriedade Industrial, I. (2007). Manual II - Design Protegido. Lisboa: Centro Português do Design
- Vicente Rodrigues, J. e Lendrevie, J. e Lindon, D. e Dionísio, P. (2004). Mercator XXI - Teoria e Prética do Marketing. Lisboa: Publicações dom Quixote
Teaching Method
Lectures including class debate. Case study analysis.
Software used in class
