Marketing

Scholar Year: 2013/2014 - 2S

Instance: 2013/2014 - 2S

Courses

Docência - Horas Theoretical: 2 Practices: 2 Type Teacher Classes Hours Theoretical Totals 1 2,00 João Baía   2,00 Practices Totals 2 4,00 Cristina Ventura   4,00

Docência - Responsabilidades Teacher Responsability Paulo Duarte Valente Almeida da Silveira Head

Teaching weeks:

15

Teaching language

Portuguese

Objetivos de aprendizagem

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

Contents

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

Evaluation Type

Main Bibliography

Complementary Bibliography