Publication in the Diário da República: Despacho n.º 15198/2014
5 ECTS; 1º Ano, 1º Semestre, 30,0 T + 30,0 PL + 4,50 OT , Cód. 905485.
Lecturer
- Luís Miguel Ferreira Nunes (2)
(1) Docente Responsável
(2) Docente que lecciona
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
- KOTLER, P. (2008). Marketing para o Século XXI. Lisboa: Editorial Presença
- KOTLER, P. (2008). Princípios de Marketing. Brasil: Prentice-Hall
- Lindon, D. (2011). Mercator XXI. Teoria e Prática do Marketing. Lisboa: Dom Quixote
- RASQUILHA, L. (2010). Gestão de Marketing. Lisboa: Escolar Editora
Teaching Method
Theoretical/practical classes including problem-solving.
Software used in class
NA
