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Presentation
Presentation
This UC repreents the fisrt contact with the field of markting, thus being introductory and general. It intends to provide a wide perspective of marketing fundamentals, different roles of marketing, tendencies and surrounding environment
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULP1652-14501
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
1- Introduction to the study of Marketing: Marketing concepts|Evolution of the marketing concept|Phases and Stages of Marketing|Marketing functions. 2- Marketing Environment: Internal analysis (marketing resources, general resources); External analysis (contextual environment, market analysis, competitor analysis) PEST and SWOT analysis 3. Differentiation, Segmentation (segmentation criteria) targeting, Personas and Positioning; 4. Marketing challenges for the future: neuromarketing, social responsibility and ethical practices;
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Objectives
Objectives
Objectives: This unit aims to provide the basic conceptual framework of marketing, in order to develop in students the ability to make decisions on key marketing variables as elements of the overall process of management of organizations. To develop in students a range of technical skills to better understanding of: The importance of marketing in creating value for companies; The market and the external environment of a company in order to understand the changing needs of its customers or consumers; Be able to seek and justify policies and marketing activities.
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Teaching methodologies and assessment
Teaching methodologies and assessment
We will promote collaboration between students, encouraging the discussion of ideas, group work and joint projects to stimulate collaborative learning and the exchange of knowledge. We will use case studies in which students can explore realistic scenarios, make decisions, and see the consequences of their choices. We will organize visits to companies or practical activities that allow students to apply marketing concepts in a real context, promoting a deeper understanding of the concepts studied
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References
References
Lindon, D., Lendrevie, J. (2011). Mercator, teoria e prática do Marketing (14 ed.). LisboaPublicações D. Quixote. Kotler, P. & Kartajaya, H. & Setiwan, I. (2011). Marketing 3.0. Do produto e do consumidor até ao espírito humano . Lisboa: Actual Editora. Kotler, P., Keller, K. (2012) Administração de Marketing: 14a edição. São Paulo: Pearson Education.
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Office Hours
Office Hours
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Mobility
Mobility
No
