Business Administration (pós-laboral)
6 ECTS; 2º Ano, 2º Semestre, 30,0 T + 30,0 PL


Not applicable.

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

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%).

- Georgson, M. e Keller, K. (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
- Vicente Rodrigues, J. e Dionisío, P. e Lindon, D. e Lévy, 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