Marketing

Gestão de Empresas
ECTS; º Ano, , 0,0 T + 0,0 PL + 0,0 TP + 0,0 P + 0,0 TC + 0,0 S + 0,0 E + 0,0 OT + 0,0 O

Lecturer
- Maria de Fátima Rodrigues Pedro

Prerequisites
Not applicable.

Objectives
Discuss and think about the ethics of business management
Understand the market agents and dynamics
Know the main market research techniques;
Create a marketing plan.
Knowing the specifics of marketing and brand management

Program
1. Marketing history and ethics;
2. Market analysis;
3. Segmentation and Positioning;
4. Marketing Mix;
5. Marketing plan;
6. Branding.

Evaluation Methodology
Continuous evaluation. Practical work of achievement (40%) with presentation and discussion (minimum grade ten values) and a test (60%) (minimum grade nine values).
Normal exam: exam (100%).

Bibliography
- Keller, K. e Georgson, M. (2008). strategic Brand Management - An European Perspective. UK: Prentice Hall
- Kotler, P. (2008). Principles of Marketing. UK: Prentice Hall
- Kotler, P. (2007). Marketing para o Século XXI. Lisboa: Editorial Presença
- Lévy, J. e Lindon, D. e Dionisío, P. e Vicente Rodrigues, J. (2004). Mercator XXI - Teoria e Prárica do Marketing. Lisboa: Publicações Dom Quixote

Method of interaction
The pedagogical methods promote the analysis and discussion of case-studies, short and medium term essays, besides the lectures and case viewing.

Software used in class