Publication in the Diário da República: Despacho n.º 4719/2022 de 21/04/2022
6 ECTS; 1º Ano, 1º Semestre, 28,0 T + 28,0 PL + 14,0 OT , Cód. 605912.
Lecturer
- Maria de Fátima Rodrigues Pedro (1)
- Inês Roque da Costa (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 - Consumption as an Object of Sociological Study
2 - Theoretical Approaches to the Phenomenon of Consumption
3 - Genesis of Needs and Consumption
4 - Group Influences and Consumption
5 - Study of Consumer Behaviors and Attitudes
6 - Sociological and Psychosociological Explanatory Variables
7 - Product Politics and Advertising in the Media
Evaluation Methodology
Continuous evaluation. Practical works of achievement (40%) with presentation and discussion (minimum grade ten values) and a test (60%) (minimum grade eight values).
Normal exam: exam (100%).
Bibliography
- Dionisío, P. e Lindon, D. e Lévy, J. e Vicente Rodrigues, J. (2015). Mercator XXI - Teoria e Prática do Marketing. Lisboa: Publicações Dom Quixote
- Georgson, M. e Keller, K. (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.
