Class Theory and Practice of Marketing

The curricular unit Theory and Practice of Marketing provides students with a comprehensive overview of the main concepts, tools, and practices of marketing. It combines theoretical foundations with practical applications in the field of Management Information Tecnology, enabling students to understand consumer behavior, organizational challenges, and the importance of marketing in today’s digital environment. This course equips students to critically analyze trends, identify market opportunities, and apply fundamental marketing principles to business and information contexts.

Not applicable

Introduction to Marketing The Marketing Environment (macro and micro) The Market and Marketing Information Systems Segmentation, Targeting, and Positioning Marketing Strategies (including Digital Marketing and AI) Marketing Mix: Product, Price, Distribution, Communication, and Services

The course adopts active methodologies that promote autonomy, critical thinking, and the practical application of concepts: Theoretical-practical classes / Flipped classroom / Design Thinking / Discussion forums / Group work

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