Class Theory and Practice of Marketing

The discipline of marketing theory and practice enables students to frame new approaches to management. Providing analytical tools that are appropriately linked to new technologies and provided an overview of business units. On the other hand, marketing is part of corporate life, it is fundamental to know the consumer and to understand what moves him in the purchases processes. This discipline details different areas of management, providing a basis for other subjects that are learned in the following years.

Not applicable

1. Marketing introduction 2. Marketing environment    2.1. Macroenvironment analysis    2.2. Microenvironment analysis 3. The Market    3.1. Concepts and Markets    3.2. Marketing Information System 4. Segmentation, Targeting and Positioning 5. Marketing Objectives and Strategies    5.1. Digital Marketing (introduction)    5.2. AI and Marketing (introduction) 6. Marketing-mix    6.1. Product    6.2. Price    6.3. Place    6.4. Promotion    6.5. Services (introduction)

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., Keller, K. L., Chernev, A., (2022). Marketing Management - Global Edition, 16th ed., Pearson Education 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., Dionísio, P., Rodrigues, V. (2018). Mercator 25 Anos - O Marketing na Era Digital, Edições D. Quixote Kotler, P., Kartajaya, H., Setiawan, I., (2021), Marketing 5.0 - Tecnologia para a Humanidade, Editora Actual Kotler, P., Kartajaya, H., Setiawan, I., (2017), Marketing 4.0 - Moving from Traditional to Digital, John Wiley & Sons, Inc.