Publication in the Diário da República: Despacho n.º 11340/2012
5 ECTS; 1º Ano, 2º Semestre, 30,0 T + 30,0 PL + 3,0 OT , Cód. 9054139.
Lecturer
- Inês Pereira de Almeida de Bettencourt da Câmara (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
To develop an attitude that contributes to better match the supply of products and services to consumer's needs considering the real constraints of life in society.
To identify market segmentation and positioning and the most appropriate response to market.
Program
The significance of market: Marketing planning; Strategic marketing; Mix marketing; Service marketing; Management of integrated marketing communication; Mass commjunication management: advertising; Sales promotion; Events and public relations.
Evaluation Methodology
Mid-term assessment includes presentation of two assignments - one performed individually(60% of the final mark)and another as part of a team(40% of the final mark).
Bibliography
- Keller, L. e Kotler, P. (2007). Administração de Marketing. : Perason-Prentice Hall
Teaching Method
Theoretical and practical sessions including exercise solving.
Software used in class
