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Ano Letivo: 2013/14

CET - Contabilidade e Gestão

Marketing and Business Strategy

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Publication in the Diário da República: Despacho n.º 25391/2008

5 ECTS; 1º Ano, Anual, 109,0 TP

- Maria de Fátima Rodrigues Pedro

Not applicable

Discuss and reflect upon the ethical principles of consumption
Understand the agents and the dynamics of markets
Know the main methods of market research
Develop a marketing plan
Knowing the specifics of marketing and brand management
Recognize the elements of a strategy

1. What is marketing;
2. Analysis and market studies;
3. Segmentation and Positioning;
4. Policies marketing;
5. The marketing plan;
6. General approach to strategy;
7. Structural analysis of the industry;
8. Competitive Analysis;
9. Competitive Advantage.

Evaluation Methodology
Continuous assessment involves the completion of a written test (60%) as well as a working case study - with presentation and discussion in class (40%).
Review in progress take a written test (100%)

- Al., E. e Dionísio, P. (2010). Mercator XXI - Teoria e Prárica do Marketing. Lisba: Publicações Dom Quixote
- Keller, K. e Georgson, M. (2008). Strategic Brand Management. UK: Prentice Hall
- Philip, K. e Al., E. (2008). Principles of Marketing. UK: Prentice Hall
- Philip, K. (1999). Marketing para o Século XXI. Lisboa: Presença

Teaching Method
Expository method for presentation of the theoretical contents reference.
Classes Active / Participatory, with achievement of individual and group work, analysis and discussion of case studies, scientific papers and handouts.

Software used in class
Not applicable




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