Class Marketing

The Marketing course aims to introduce students to one of the main functional areas of companies and discuss marketing from management's point of view. The course provides students with a comprehensive view of the concepts that guide this scientific area, how marketing is inserted holistically in different functional areas, and how it can affect the performance of companies. Provides theoretical and practical foundation so that students can understand and discuss current marketing issues. This course intended to facilitate critical thinking about ethical, corporate social responsibility and sustainability issues and their importance when thinking about a marketing plan. 

Not applicable

S1. Business and marketing environment S2. Fundamentals, essential concepts and elements that compound marketing S3. Consumer behaviour and the buying decision process S4. Marketing information systems and marketing research S5. Marketing strategies S6. Contemporary marketing: the state of the art

ME1. Theoretical exposition of the main programmatic contents (CP); ME2. Analysis and discussion of articles in the classroom; ME3. Work presentation seminars. Rubrics: Practical assignments (50%) Final assignment (50%)

Kotler, P., & Armstrong, G. (2023). Princípios de marketing. Bookman Editora. Keller, K. L., & Cherney, A. (2024). Administração de marketing. Bookman Editora. Malhotra, N. K., Nunan, D., & Birks, D. F. (2020). Marketing research. Pearson UK.