Publication in the Diário da República: RCC 01/04/2011 [DR.7678/2011 26.05.2011]
6 ECTS; 2º Ano, 2º Semestre, 30,0 T + 30,0 PL , Cód. 9152137.
Lecturer
- 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.
Evaluation Methodology
Practical works with presentation and discussion, 40%.(minimum grade ten values)and test, 60%. (minimum grade nine values).
Students who do not meet previous requirement may have to take a final
exam (100%).
Bibliography
- Dionisío, P. e Lindon, D. e Lévy, J. e Vicente Rodrigues, J. (2004). Mercator XXI - Teoria e Prárica do Marketing. Lisboa: Publicações Dom Quixote
- Keller, K. e Georgson, M. (2008). strategic Brand Management - An European Perspective. UK: Pretince Hall
- Kotler, P. e Al., E. (2008). Principles of Marketing. Uk: Prentice Hall
- Kotler, P. e Al., E. (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
