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 in Sales and Marketing Management 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: Theoretical classes - Expositive and interrogative method. Individual and group work. Presentations and discussion - Active and participatory method. Evaluation methodology: a) Curricular Evaluation (according to the Pedagogical Regulation of the CTeSP) Realization and presentation of an individual work (45%, minimum score 7) Test (45%, minimum score 7) Attendance and Attitudes (10%) Test: Penultimate lesson Presentation and defense of the Works: Last lesson b) Final Evaluation All students will be entitled to a final exam, to be held in an evaluation season. Observations: - No oral exams will be taken in this Curriculum Unit.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

   

  Descrição	Data limite	Ponderação
  Teste de Avaliação Global (TAG)	dd-mm-yyyy	45%
  Apresentação e defesa dos trabalhos	dd-mm-yyyy	45%
  Assiduidade, pontualidade e empenho	---------------	10%

   

  Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...