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Ano Letivo: 2017/18

Bachelor's Degree in Gestão de Empresas

Strategic Marketing

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Publication in the Diário da República: Despacho nº 3393/2016 - 04/03/2016

4 ECTS; 2º Ano, 1º Semestre, 45,0 TP

- Maria de Fátima Rodrigues Pedro

Not applicable.

Discuss and reflect on the ethical principles of consumption. Understand the agents and the dynamics of the markets. Know the main methods of study. Develop a marketing strategy. Know the specifics of marketing and brand management.

I - Introduction. 1-Marketing principles (history and business ethics); 2-Marketing function: concepts, definitions and evolution. II- Understand the market. 1-Analysis of the market and its actors; 2-Market studies; 3-Theories and explanatory models of consumer behavior; 4 - Segmentation; 5 - Positioning; III -The brand. IV- Strategy, planning and control of marketing. 1-Strategy and marketing plan; 2-Marketing planning and control.

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

- Dionisio, P. e Al, E. (2015). Mercator da Li­ngua Portuguesa - Teoria e pratica do marketing. Lisboa: Publicações D. Quixote
- Keller, K. e Georgson, M. (2008). Strategic Brand Management - An European Perspective. UK: Prentice Hall
- Kotler, P. e Al, E. (2008). Principles of Marketing. UK: Prentice Hall
- Peterson, R. e Rogeir, K. (2009). Problemas de Marketing Estrategico. : Bookman

Teaching Method
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
Not applicable.




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