Publication in the Diário da República: Aviso nº 2367/2016 - 25/02/2016
6 ECTS; 1º Ano, 1º Semestre, 15,0 T + 45,0 PL , Cód. 60027.
Lecturer
- Oliva Maria Dourado Martins (1)
- 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 management.
Evaluation Methodology
Continuous evaluation. Practical works of achievement (40%) with presentation and discussion (minimum grade ten values) and a test (60%) (minimum grade nine values).
Normal exam: exam (100%).
Bibliography
- Dionisío, P. e Lindon, D. e Lévy, J. e Vicente Rodrigues, J. (2004). Mercator XXI - Teoria e Prática do Marketing. Lisboa: Publicações Dom Quixote
- Keller, K. e Georgson, M. (2008). Strategic Brand and Management - An European Perspective. UK: Prentice Hall
- Kotler, P. (2008). Principles of Marketing. UK: Prentice Hall
- 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
Not applicable.
