Introduction to Marketing

Media Studies
5 ECTS; 1º Ano, 1º Semestre, 30,0 T + 30,0 PL + 4,50 OT

Lecturer
- Carla Dias Marques da Cruz

Prerequisites
NA

Objectives
Students will learn the basic concepts of marketing and corporate communication, be familiar with the key operational aspects of this activity and understand the basic mechanisms that drive consumer behaviour.

Program
Introduction
Marketing vs Communication.
People as targets.
Markets.
Marketing Mix.
Integrated management and planning.
Forecasts and results assessment.

Evaluation Methodology
Mid-term assessment: written coursework and presentation (required - 40%) and test (60%).

=/> 10 grade points: exemption from final assessment (except if one of the marks is < 7).

Final assessment: written coursework (40%) and written exam (60%)

Bibliography
- STAPLETON, J. (1994). Marketing. Lisboa: Editorial Presença
- Lindon, D. (2011). Mercator XXI. Teoria e Prática do Marketing. Lisboa: Dom Quixote
- VÁRIOS, . (2000). Strategor: estratégia, estrutura, decisão, identidade, política global de empresa.. Lisboa: Dom Quixote - Coleção Gestão & Inovação
- PHILIP, K. (2000). Administração de Marketing. Lisboa: Prentice Hall

Method of interaction
Theoretical classes based on relevant Marketing authors. Practical classes including problem-solving and "Case Studies'" analysis and critical discussions.

Software used in class
Powerpoint
Moodle