ISLA IPGT 24790

Marketing for small businesses and SMEs

• ApresentaçãoPresentation

  The curricular unit falls within the field of applied marketing and focuses on the reality of small businesses and SMEs. Its scope includes the analysis and development of marketing strategies suited to contexts with limited resources, including positioning, target audiences, communication, channels, and performance evaluation. Its relevance within the study cycle lies in the development of practical skills in analysis, planning, and the application of marketing in real business contexts.
• ProgramaProgramme

  Introduction to marketing for small businesses and SMEs Basic concepts, context and importance of marketing in small businesses. Value proposition and positioning Definition of value proposition, differentiation and market positioning. Target audience and personas Identification of target audiences and customer profiles. Customer journey Stages of the customer relationship and main touchpoints. Digital marketing channels Selection of channels suited to the business goals and resources. Content creation Basic principles of communication and content creation. Marketing plan Structure of a simple and feasible marketing plan. Metrics and results Basic indicators for monitoring and evaluation.
• ObjectivosObjectives

  At the end of the curricular unit, students should be able to understand the fundamental concepts of marketing applied to small businesses and SMEs, analyse the reality of a business or project, identify target audiences and structure personas, recognise the customer journey and the main touchpoints, select marketing channels and actions suited to defined objectives, structure a simple, coherent and feasible marketing plan, and interpret basic performance metrics to support results evaluation and decision-making.
• BibliografiaBibliography

  Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson. Godin, S. (2018). This is marketing: You can't be seen until you learn to see. Portfolio. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson.  
• MetodologiaMethodology

  Use of active and practice-oriented methodologies, including case analysis, discussion of real examples, applied exercises, and the progressive development of practical work suited to the students' context. These approaches aim to strengthen participation, connection to professional reality, and the application of contents to concrete situations.
• LínguaLanguage

  Português
• TipoType

  Anual
• ECTS

  2
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

  Exemplo:

  Descrição	Data limite	Ponderação
  Teste de avaliação	dd-mm-yyyy	30%
  Portfolio	dd-mm-yyyy	40%
  (...)

   

  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...