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 (1)(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
6. Positioning
7. Branding
8. Marketing-Mix
Evaluation Methodology
Continuous assessment:
Practical assignment (T1) with presentation and discussion, mandatory for all group members, weighting 40%, minimum of 10/20 ; Written test (T2), weighting 60%, minimum grade of 8/20.
Attendance prize - Students with a minimum
Bibliography
- Dionísio , P. e Al, E. (2015). Mercator XXI - Mercator da Língua Portuguesa - Teoria e Prática. Lisboa: Publicações Dom Quixote
- Dionísio, P. e Al, E. (2010). Publicitor - Comunicação 360º online - ofline. Lisboa: Publicações Dom Quixote
- Silva, J. e DuPus, S. (2011). Package Design Workbook. USA: Rockport
- Wiedemann, J. (2017). The Package Design Book. : Taschen
Teaching Method
1.Expository Lectures 2.Class debates. 3.Case study analysis.
Software used in class
Not applicable.
