Publication in the Diário da República: RCC 01/04/2011 [DR.7678/2011 26.05.2011]
6 ECTS; 2º Ano, 2º Semestre, 30,0 T + 30,0 PL , Cód. 9152237.
Lecturer
- Maria de Fátima Rodrigues Pedro (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
Discuss and think about the ethics of business management
Understand the market agents and dynamics
Know the main market research techniques;
Create a marketing plan.
Knowing the specifics of marketing and brand management
Program
1. Marketing history and ethics;
2. Market analysis;
3. Segmentation and Positioning;
4. Marketing Mix;
5. Marketing plan;
6. Branding.
Evaluation Methodology
Continuous evaluation. Practical work of achievement (40%) with presentation and discussion (minimum grade ten values) and a test (60%) (minimum grade eight values).
Normal exam: exam (100%).
Bibliography
- Keller, K. e Georgson, M. (2008). strategic Brand Management - An European Perspective. UK: Prentice Hall
- Kotler, P. (2007). Marketing para o Século XXI. Lisboa: Editorial Presença
- Lévy, J. e Lindon, D. e Dionisío, P. e Vicente Rodrigues, J. (2004). Mercator XXI - Teoria e Prárica do Marketing. Lisboa: Publicações Dom Quixote
- Kotler, P. (2008). Principles of Marketing. UK: Prentice Hall
Teaching Method
The pedagogical methods promote the analysis and discussion of case-studies, short and medium term essays, besides the lectures and case viewing.
Software used in class
