Publication in the Diário da República: Despacho n.º 15198/2014
5 ECTS; 1º Ano, 2º Semestre, 30,0 T + 15,0 PL + 4,0 OT , Cód. 9054723.
Lecturer
- Joana Conceição dos Santos (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Introdução ao Marketing.
Objectives
Acquire skills of analysis and strategic thinking on Mkt planning and management ; acquire skills of interpretation and implementation on Mkt strategy ; be able to independently articulate a strategic guideline.
Program
1.Conceptual Approach (NC 3H)
The Marketing Concept evolution
Marketing as a Company's Philosophy
2. Brand Construction (NC 12H)
Brand's Importance and Identity
How to Build a Brand
What is Brand Strategy?
BrandKey Vision and Brand Book
3. The New Trends of Marketing (NC 12H)
New Forms of Consumption
Tribal Marketing
Green Marketing
Sensory Marketing
Neuromarketing
4. Specific Marketing (NC 6H)
Business to Business (B2B) Marketing
Social Marketing
5.Marketing Strategy (NC 9H)
Stages of Strategy Development
The importance of planning, monitoring and evaluation of the strategy
Evaluation Methodology
Written work with oral presentation 30% of final assessment. Test 70%. In other aspects of the evaluation will apply the provisions of the ESTA regulation.
Bibliography
- Dionísio, P. e Joaquim, V. e Jacques, L. e Julien, L. (2015). Mercator da Língua Portuguesa. Lisboa: Dom Quixote
- Kotler, P. (2009). Marketing Management. Inglaterra: Prentice Hall
- Lencastre, P. e Melo Brito, C. (2014). Novos Horizontes do Marketing. Lisboa: Dom Quixote
- Malcom, M. (2008). On Marketing Planning. Londres: Kogan Page
Teaching Method
Theorical and practical lessons, where work will be developed to exercise the knowledge acquired.
Software used in class
