Publication in the Diário da República: Despacho nº 9182/2020 - 25/09/2020
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
1.1 Basic concepts of marketing
1.2 Evolution of the role of marketing
2. Analysis of the market and its actors
2.1 Market
2.2 Analysis of the competition
2.3 Market studies
2.4 Company analysis
2.5 Consumer behavior
3. Theories and explanatory models of consumer behavior
3.1 The individual explanatory variables
3.2 Sociological and psychosociological explanatory variables
3.3 Decision process
4. Segmentation
4.1 Segmentation process
4.2 Segmentation criteria
4.3 Market division methods
5. The positioning
5.1 What is a position
5.2 Universe of reference, distinctive characteristics, axes of differentiation
6. The brand
6.1 Definition
6.2 Functions of the brand
6.3 Brand image and identity
6.4 Brand policies
7. Marketing-Mix
7.1 Product
7.2 Price
7.3 Communication
7.4 Distribution
Evaluation Methodology
Assessment continues:
Practical work (T1) with presentation and discussion, mandatory for all group members, weighting of 40%, minimum grade of 10 (ten) points;
Written test (P1), weighting 60%, minimum grade of 8 (eight) points. The final classification is expressed by (T1+P1), as long as the minimum grade has been obtained in both assessment elements. Otherwise, the final classification will be equal to the lower of the T1 or P1 classifications. Students are approved for the curricular unit if the final classification of the two assessment elements, rounded to the nearest units, is greater than or equal to 10 (ten) points.
Assessment does not continue - Normal Season and Improvement and Appeal and Improvement:
Written test (100%). Students are approved for the curricular unit if the final classification, rounded to the nearest units, is greater than or equal to 10 (ten) points.
Bibliography
- Dionísio , P. e Al, E. (2018). Mercator 25 anos - O Marketing na Era Digital . Lisboa: Publicações Dom Quixote
- Dionísio, P. e Al, E. (2010). Publicitor - Comunicação 360º online - ofline. Lisboa: Publicações Dom Quixote
- DuPus, S. e Silva, J. (2011). Package Design Workbook. USA: Rockport
- Wiedemann, J. (2017). The Package Design Book. : Taschen
Teaching Method
1.Expository method where theoretical reference frameworks will be presented.
2. Participatory method for discussion and analysis of themes and practical cases presented in class.
3.Self-study where students will develop their autonomous work.
Software used in class
Not applicable.
