Publication in the Diário da República: Despacho nº 3359/2013 - 01/03/2013
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
2. Market Analysis
3. Market research
4. Explanatory consumer behaviour theories and models
5. Segmentation and differentiation
6. The positioning
7. The brand
8. Marketing-Mix
Evaluation Methodology
Continuous assessment:
Practical assignment with presentation and discussion, a minimum mark of 10/20 (weight of 40%). Mid-term test, minimum mark of 8/20 weight of 60%)
Final examination:
Exam (100%)
Bibliography
(2004). Mercator XXI - Teoria e Prática do Marketing. Lisboa: Publicações dom Quixote
(2004). Mercator XXI - Teoria e Prática do Marketing. Lisboa: Publicações dom Quixote
(2007). Manual II - Design Protegido. Lisboa: Centro Português do Design
(2007). Manual II - Design Protegido. Lisboa: Centro Português do Design
(2008). Principles of Marketing. England: Pearson Prentice Hall
(2008). Principles of Marketing. England: Pearson Prentice Hall
(2010). Publicitor. Lisboa: Dom Quixote
(2010). Publicitor. Lisboa: Dom Quixote
Teaching Method
1.Expository Lectures 2.Class debates. 3.Case study analysis.
Software used in class
