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
1.Understand market players and dynamics from the point of view of marketing;
2.Become familiar with the key market research methods;
3.Develop a marketing plan including the various strategic variables;
4.Have an understanding of 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
Continuous assessment:
Practical assignment with presentation and discussion, a minimum mark of 10/20 (weight of 40%). Mid-term test, minimum mark of 8/20 weight of 60%)
Final examination:
Exam (100%)
Bibliography
- Brochard, B. e Dionísio, P. e Vicente Rodrigues, J. e De Baynast, A. (2010). Publicitor. Lisboa: Dom Quixote
- Kotler, P. e Armstrong, G. e Wong, V. e Saunders, J. (2008). Principles of Marketing. England: Pearson Prentice Hall
- 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 Prática do Marketing. Lisboa: Publicações dom Quixote
Teaching Method
1.Expository Lectures 2.Class debates. 3.Case study analysis.
Software used in class
