5 ECTS; 1º Ano, 1º Semestre, 41,0 TP , Cód. 30121.
Lecturer
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
At the end of the course, students should be able to:
- Make a marketing plan for a product (or service);
- Analyze the role of market participants, and analyze the surroundings.
- Make strategic analysis and definition of 4 ps.
Program
Introduction.
Market analysis and consumer behavior. Segmentation.
Positioning and brand management.
The 4 ps of marketing. Product management and innovation. Pricing and distribution.
Communication in Marketing.
Marketing Services.
B2B Marketing.
Specifics of marketing in health care and the pharmaceutical industry.
Evaluation Methodology
Presentation of an individual or group work (maximum of 3 elements).
Delivery of work in digital form (emailed to inescamara@gmail.com) and oral presentation (dynamic and interesting) about 30 minutes.
Bibliography
Teaching Method
Theoretical and practical classes where the resolution of practical cases is proposed.
The focus is on discussion of texts and analysis of current cases.
Students also conduct individual and group work during class, being presented at the end.
Software used in class
