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Presentation
Presentation
This curricular unit introduces marketing concepts and principles needed to implement and develop management skills and to obtain competitive advantage over the competition through a differentiating positioning. Students are thus equipped with theoretical and practical tools that enable them to have a comprehensive view of a marketing management process applied to the practical reality of a company
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Master Degree | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULP6573-3872
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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.Marketing Introduction, market concept and the role of marketing 2. Marketing and strategy 2.1 Marketing strategy, processes and decisions 2.2 Segmentation, target, positioning 3. Marketing mix 3.1. The 4 Ps of product 3.2 The 8 Ps of service 4. Implementation and control
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Objectives
Objectives
This curricular unit aims to: To provide a set of practical theoretical tools to study the potential of marketing in solving complex problems. Understand the importance of marketing thinking and strategy Analyze the characteristics of existing strategic decisions in the marketing mix Describe the process of strategic management. Present models for business succes Develop the critical spirit of students through the application of case studies of business reality
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Teaching methodologies and assessment
Teaching methodologies and assessment
Case studies
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References
References
Teixeira, S. (2011); Gestão Estratégica, Escolar Editora. Rodrigues Vicente et al. (2011) Mercator XXI-Teoria e prática de marketing, Lisboa: Publicações Dom Quixote. Cardeal, Nuno (2018). Pensamento estratégico: antecipar as ondas de futuro. 3ª ed. Lisboa: Universidade Católica Editora
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Office Hours
Office Hours
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Mobility
Mobility
No
