Class Introduction to Marketing

The discipline of introduction of marketing allows students a general knowledge of marketing and an important theoretical support for students who choose this option in the third year. Provides analysis tools that give an overview of business activities but with a clear orientation to the marketing perspective. On the other hand, it focuses on the knowledge of the consumer to perceive what moves him in his buying processes. This allows, in the future, to develop marketing activities that meet your needs and desires. Finally, the discipline joins theoretical and practical concepts, applied to communication and culture sciences. This encouraging students to develop a critical / analytical capacity to be able to question different approaches.

Not applicable

1. Marketing Introduction 2. Marketing Environment      2.1. Macroenvironment     2.2. Microenvironment 3. Segmentation, Targeting and Positioning  4. Marketing Objectives and Strategies     4.1. Digital Marketing (introduction)     4.2. AI and Marketing (introduction) 5. Marketing-Mix      5.1. Product     5.2. Price     5.3. Place     5.4. Promotion     5.5. Services (7 P's)

Active learning methodologies (eg flipped classroom and design thinking), in addition to individual and group participation in a forum, for presentation and discussion of current topics related to Marketing.

Kotler, P., Armstrong, G., Harris, L. C., He, H. (2020). Principles of Marketing - European Edition , 8th ed., Pearson Education Baynast, A., Lendrevie, J.; Lévy, J., D.; Dionísio, P.; Rodrigues, V. (2018), Mercator - 25 Anos - O Marketing na Era Digital. 1ª Edição, Publicações D. Quixote. Kotler, P., Kartajaya, H., Setiawan, I., (2021), Markerting 5.0 - Tecnologia para a Humanidade, Actual editora, Lisboa