ISLA IPGT 3692

Marketing and Advertising

• ApresentaçãoPresentation

  This course aims to provide students with knowledge and mastery of the basic and transversal concepts of Marketing and Advertising. To enable students to apply Marketing techniques to the creation and development of communication products or services in a working context. To analyze the importance of marketing for companies in general and communication in particular in the current global context.
• ProgramaProgramme

  1 - The concept, function, evolution and nature of marketing 2 - Marketing strategy and plan 3 - Internal marketing diagnosis 4 - Marketing-mix variables: the Product 5 - The brand 6 - Marketing-mix variables: Price 7 - Marketing-mix variables: Distribution 8 - Marketing-mix variables: Communication 9 - The Advertising variable of the Communication Mix 10 - Diagnosis of the company's customers 11 - External marketing diagnosis 12 - Market analysis 13 - SWOT analysis 14 - Strategic marketing decisions 15 - Marketing strategies 16 - Marketing action plans 17- Marketing disciplines
• ObjectivosObjectives

  This course aims to provide students in the Higher Technical Diploma with a comprehensive understanding of the principles and practices of marketing and advertising. Students will be equipped to analyze the market, develop effective marketing strategies, manage the marketing mix (product, price, distribution, and communication), and understand the significance of advertising as a promotional tool. Students will be encouraged to apply theoretical knowledge in practical contexts, preparing them to face real-world challenges in the professional sphere.
• BibliografiaBibliography

  Aaker, D. (2005). Strategic market management (7ª ed). John Wiley & Sons, NY. Bingham JR, F., et all (2005) Business marketing (3ª ed), McGraw-Hill, NY. Détrie, J.P. (2000). Strategor (3ª ed), D. Quixote, Lisboa. Farris, paul; Bendle, N. & Pfeifer, P. (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition). Person, NY Kotler, P. (2002). Marketing Management. Prentice-hall, 11ª ed., NY Pride, W. & Ferrel (2013). Marketing 2014. South-Western Cengage. Mason
• MetodologiaMethodology

  Teaching Methodology: Lectures using expository and questioning methods. Individual and group assignments, presentations and discussions using active, participatory methods. Assessment: a) Continuous Assessment Group assignment with presentation and defence: 45% (minimum 7/20). Written test: 45% (minimum 7/20). Attendance and attitudes: 10%. Group assignment presentation and defence: penultimate class. Written test: final class. b) Examination Examination eligibility and periods follow the ISLA-IPGT General Assessment Regulations, approved by Joint Order No. 10/2026 of 28 August. The examination comprises a written test and a group assignment with presentation and defence, with requirements equivalent to continuous assessment. Notes: No separate oral examinations are scheduled, apart from assignment presentations and defences.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

   

  Descrição	Data limite	Ponderação
  Teste de Avaliação Global	Última aula	50%
  Apresentação e defesa dos trabalhos	Penúltima aula	40%
  Assiduidade, pontualidade e empenho nas aulas	--------	10%