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Marketing
Scholar Year: 2015/2016 - 1S
Code: |
LGSI10543 |
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Acronym: |
MKT |
Scientific Fields: |
Marketing |
Instance: 2015/2016 - 1S
Courses
Acronym |
Nº of students |
Study Plan |
Curricular year |
ECTS |
Contact hours |
Total Time |
LGSI |
67 |
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1º |
5,0 |
60 |
135,0 |
Docência - ResponsabilidadesTeacher | Responsability |
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Paulo Duarte Valente Almeida da Silveira | Head |
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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
Keywords
Social sciences > Economics > Marketing
Evaluation Type
Main Bibliography
KOTLER, P., WONG, V., SAUNDERS, J. e ARMSTRONG, G.;Principles of Marketing, 5th, Prentice Hall, 2008 |
KOTLER, P. e ARMSTRONG, G.;Principles of Marketing, 11ªed, Prentice Hall, 2006 |
LENDREVIE, Jacques; LINDON, Denis; DIONÍSIO, Pedro e RODRIGUES, Vicente;Mercator XXI, D. Quixote, 2004 |
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