ISLA IPGT 11664

Marketing Principles

• ApresentaçãoPresentation

  This course aims to provide students with knowledge and mastery of the basic and transversal concepts of Marketing. 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 - Introduction to Marketing 2 - Marketing and the environment 3 - The Market 4 - Consumer Behavior 5 - SWOT Analysis 6 - Segmentation 7 - The Positioning 8 - Marketing Objectives and Strategies 9 - Marketing-mix 10 - Marketing Plan
• ObjectivosObjectives

  Present the surrounding factors that influence marketing; General information on marketing and its theoretical principles; Introduce and assess the impact of some recent changes in marketing; Present the main variables of marketing mix and correlation of these variables; Develop the knowledge and skills needed to manage the marketing function; In addition to what is presented is the aim of the course unit to provide students with tools that enable them to apply the theoretical knowledge previously learned and confront them with problems capable of occurring in real scenario. Another objective of this course is to create scenarios with contexts of obstacles and problems to overcome.
• 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 and practical classes using expository and questioning methods. Individual and group assignments, presentations and discussions, promoting active and participatory learning.     Assessment Methodology: a) Continuous Assessment Global Assessment Test (TAG): 50% (minimum grade 7/20). Assignment with presentation and defence: 40% (minimum grade 7/20). Attendance and attitudes: 10%. Assignment presentation and defence: penultimate class. TAG: final class. Passing requires a final grade of at least 10/20, subject to minimum requirements.     b) Assessment by Examination Examination eligibility and requirements follow the ISLA-IPGT General Assessment Regulations, approved by Joint Order No. 10/2026 of 28 August.     Observations: 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 (TAG)	Última aula	50%
  Apresentação e defesa dos trabalhos	Penúltima aula	40%
  Assiduidade, pontualidade e empenho	---------------	10%