ISLA IPGT 3692

Marketing and Advertising

• ApresentaçãoPresentation

  The purpose of this course is to explore and understand the reasons why marketing plays a key role in business success by defining product, price, distribution and communication strategies, towards a product or service. It is intended to contribute to the understanding of the fundamentals of marketing and the tools that the marketing manager can use in his professional activity in different sectors from consumer products to services. At the end of the course, students should be able to interpret and understand the dynamics of the functional area of Marketing in managing a company / business, as well as be able to manage the functions most directly related to this area. It should also have acquired technical skills, to elaborate a diagnosis of the main operational aspects of Marketing and to design strategies and policies that integrate Marketing planning.
• ProgramaProgramme

  1 - Marketing concept, function, evolution and nature 2 - Strategy and Marketing Plan 3 - Internal Marketing Diagnosis 4 - Marketing-Mix Variables: Product 5 - The brand 6 - Marketing mix variables: Price 7 - Marketing mix variables: Distribution 8 - Marketing-Mix Variables: Communication 9 - The Advertising Mix Variable 10 - Diagnosing Customers 11 - External Marketing Diagnostics 12 - Market analysis 13 - The SWOT Analysis 14 - Strategic Marketing Decisions 15 - Marketing Strategies 16 - Marketing Action Plan 17- Disciplinary areas of marketing
• ObjectivosObjectives

  The student is expected to develop the following skills: 1. Identify and describe the fundamental concepts of marketing; 2. Understand the steps and tools of the process of strategic planning of development and management of brands / products and services; 3. Structure methodologies for developing a marketing plan; 4. Describe and explain consumer buying behavior; 5. Explain the different steps of a segmentation, targetting, and positioning (STP) process 6. Formulate and evaluate the marketing mix; 7. Analyze and develop a communication strategy: briefing, creative strategy and media plan. 8. Know the different disciplinary areas of marketing such as International Marketing, social marketing or tourism marketing.
• BibliografiaBibliography

  Kotler, K.; Kartajaya, H., Setiawan, I. (2021). Marketing 5.0: Tecnologia para a Humanidade . Actual Editora Kotler, P. and Keller, K. (2019). Marketing management , 15º Edição. Pearson Education Rodrigues, J.; Dionisio, P.  (2018). Mercator 25 anos. O Marketing na Era Digital. Lisboa: Publicações Dom Quixote  
• MetodologiaMethodology

  The teaching methodology includes: 1) analysis of case studies that facilitate the learning of concepts and theoretical foundations, 2) presentation of several examples from the reality of national and international markets, 3) Conducting group work about a marketing audit with oral presentation and discussion in plenary of the class, 4) Reading of texts and scientific articles. Therefore students come into contact with business reality and gain experience in implementation and use of tools in marketing and advertising. The examples are diversified in terms of markets and categories of products and services. Assessment : ) Group work (up to 4 students) | grade weight 40 % | Submission and presentation on December, 18th  b) 1 test | grade weight 50% ; minimum accepted mark; minimum passing score of 8 | January, 23th c) Engagement of the student in classes: attendance and participation | 10%
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não