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 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) Global Assessment Test (GAT) (45% minimum score 7) Realization and presentation of an group work (45%, minimum score 7) Attendance and Attitudes (10%) Global Assessment Test - Last lesson. Presentation and defense of the Works: Penultimate 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

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não