Marketing

Design and Graphic Arts
4 ECTS; 2º Ano, 1º Semestre, 30,0 TP + 2,0 O

Lecturer
- Maria de Fátima Rodrigues Pedro

Prerequisites
Not applicable.

Objectives
1.Understand market players and dynamics from the point of view of marketing;
2.Become familiar with the key market research methods;
3.Develop a marketing plan including the various strategic variables;
4.Have an understanding of the peculiarities of brand management.

Program
1. Introduction
2. Market Analysis
3. Market research
4. Explanatory consumer behaviour theories and models
5. Segmentation and differentiation
6. The positioning
7. The brand
8. Marketing-Mix

Evaluation Methodology
Continuous assessment:
Practical assignment with presentation and discussion, a minimum mark of 10/20 (weight of 40%). Mid-term test, minimum mark of 8/20 weight of 60%)

Final examination:
Exam (100%)

Bibliography
- , .(2004). Mercator XXI - Teoria e Prática do Marketing. Lisboa: Publicações dom Quixote
- , .(2007). Manual II - Design Protegido. Lisboa: Centro Português do Design
- , .(2010). Publicitor. Lisboa: Dom Quixote
- , .(2008). Principles of Marketing. England: Pearson Prentice Hall
- , .(2004). Mercator XXI - Teoria e Prática do Marketing. Lisboa: Publicações dom Quixote
- , .(2007). Manual II - Design Protegido. Lisboa: Centro Português do Design
- , .(2010). Publicitor. Lisboa: Dom Quixote
- , .(2008). Principles of Marketing. England: Pearson Prentice Hall

Method of interaction
1.Expository Lectures 2.Class debates. 3.Case study analysis.

Software used in class