Publication in the Diário da República: Despacho n.º 4719/2022 de 21/04/2022
6 ECTS; 1º Ano, 1º Semestre, 28,0 T + 28,0 PL + 14,0 OT , Cód. 605912.
Lecturer
- Maria de Fátima Rodrigues Pedro (1)(2)
(1) Lead Professor
(2) Teaching Professor
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
I - Introduction.
1-Principles of marketing (history and business ethics);
2-Marketing function: concepts, definitions and evolution.
II - Understanding the market.
1-Market analysis and its actors;
2-Market studies;
3-Theories and explanatory models of consumer behavior;
4-Segmentation;
5-Positioning.
III - The brand.
IV - Marketing strategy, planning and control.
1-Marketing strategy and plan;
2-Marketing planning and control.
Evaluation Methodology
Continuous evaluation. Practical works of achievement (40%) with presentation and discussion (minimum grade ten values) and two tests (60%) (minimum grade eight values).
Normal exam: exam (100%).
Bibliography
- Celeste, P. e M, L. (2022). Marketing Performance - 80 métricas de marketing e vendas. Lisboa: Clube do Autor
- Chernev, A. (2018). Startegic MArketing Management. USA: Cerebellum Press
- Dionìsio, P. e Outros, E. (2024). AI_Novator Marketing na era da Inteligência Artificial e da Sustentabilidade Gen AI e ESG. : Bertrand Editora
- Ferreira, J. (2019). Controlo de Gestão em Marketing. Lisboa: Actual
- Georgson, M. e Keller, K. e Apária, T. e , . (2012). Strategic Brand and Management - A European Perspective. UK: Pearson
- Maçães, M. (2019). Marketing Estratégico. Lisboa: Actual
- Vicente Rodrigues, J. e Lévy, J. e Lindon, D. e Dionisío, P. (2018). Mercator 25 Anos - O marketing na Era Digital . Lisboa: Publicações Dom Quixote
- Outros, E. e Kotler, P. (2023). Principles of Marketing - Global Edition. UK: Pearson
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
Not applicable.
