Marketing

Scholar Year: 2018/2019 - 2S

Courses

Head Teacher Responsability Susana de Campos Brito Galvão Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes 2 2 Lectures Type Teacher Classes Hours Theoretical Totals 1 2,00 Mário Raposo   2,00 Practices Totals 2 4,00 Ricardo Mestre   4,00

Teaching language

Portuguese

Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

This course main objectives are:
- Understand the functional area of marketing and its contribution to the overall policy of the organization;
- Acquire fundamental knowledge about marketing, focusing on the principles and management techniques related organizational activities.

Thus, the course intends to contribute to the development of the following skills:
• Understanding and applying the concept of marketing management, differentiating it from sales, advertising and image;
• Management of marketing activities of an organization in analyzing and understanding their environment, with emphasis on consumer behavior and competition analysis;
• Characterization of the mechanisms and methods for collecting and analyzing data relevant to the management of marketing activities;
• Perception of relevance and ability to apply the general process of market segmentation;
• Identification and characterization of the specific policy action marketing / marketing mix

Syllabus

1. Marketing Concept
2. Marketing Environment
2.1. Analysis of the microenvironment of marketing
2.2. Analysis of marketing macroenvironment
3. Market research and marketing information system
4. Analysis of buying and consumption behavior
4.1. Factors influencing consumer behavior
4.2. Process purchase and consumption
4.3. Special features of organizational buying behavior
5. Market segmentation process
5.1. Division / Market Segmentation
5.2. Targeting
5.3. Positioning
6. Marketing mix
6.1. Product management, services and brands
6.2. Price management
6.3. Place - management of commercial distribution
6.4. Promotion - management of marketing communications
7. Trends in marketing management

Teaching methodologies

Theoretical classes will resort to the expository method (by the teacher), also seeking to encourage the active participation of the students, fomenting the discussion.
In the practical classes, practical cases are launched and discussed, as well as the accomplishment of a global / final group work.
There will be:
• Expositive method, illustrating with cases (theoretical classes);
• Participatory method, with elaboration and discussion of cases (practical classes)
• Final project (group work)

Classes are supported by the Moodle platform.

Attendance system

CONTINUOUS EVALUATION:

- Classification = 25% Group Work (TG) + 40% Test + 25% Written and / or oral exercises (EXER) + 10% Class participation (PA)

- grades:
a) To obtain approval it is necessary that the final global classification is> = 10. In addition, you must meet each of the following minimum grade requirements:
• Group work> = 10 values
• Test> = 7.50 values
• Exercises> = 7.50 values
• Participation in classes> = 7.50
b) TG does not transit for times of examination
c) EXERs include the quality and quantity of the work carried out
d) PA includes: attendance, punctuality, interest / commitment, behaviors and quality of presence


FINAL EVALUATION BY EXAM
- Normal time = 100% Written exam (alternative to continuous evaluation)
- Resource time = 100% Written exam
- Special time = 100% Written exam

Main Bibliography

Complementary Bibliography