Introdução ao Marketing

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

Lecturer
- Luís Miguel Ferreira Nunes

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 govern consumer behaviour.

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

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

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

Final assessment: written exam (100%).

Bibliography
- RASQUILHA, L. (2010). Gestão de Marketing. Lisboa: Escolar Editora
- KOTLER, P. (2008). Princípios de Marketing. Brasil: Prentice-Hall
- KOTLER, P. (2008). Marketing para o Século XXI. Lisboa: Editorial Presença
- Lindon, D. (2011). Mercator XXI. Teoria e Prática do Marketing. Lisboa: Dom Quixote

Method of interaction
Theoretical/practical classes including problem-solving.

Software used in class
NA