Publication in the Diário da República: Despacho nº 3393/2016 - 04/03/2016
4 ECTS; 2º Ano, 1º Semestre, 45,0 TP , Cód. 9152315.
Lecturer
- Maria de Fátima Rodrigues Pedro (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
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 (40% of the final mark). Mid-term test, minimum mark of 8/20 - 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
(2008). Principles of Marketing. England: Pearson Prentice Hall
(2010). Publicitor. Lisboa: Dom Quixote
Teaching Method
1. Traditional Lectures 2.Class debates. 3.Case study analysis.
Software used in class
