Publication in the Diário da República: Despacho n.º 12803/2021 - 29/12/2021
5 ECTS; 1º Ano, 1º Semestre, 14,0 T + 42,0 TP + 14,0 OT
Lecturer
- Maria de Fátima Rodrigues Pedro
Prerequisites
Not applicable.
Objectives
Discuss and think about the ethics of business management
Understand the market agents and dynamics
Know the main market research techniques;
Create a marketing plan.
Knowing the specifics of marketing and brand management
Sustainable Development Goals (SDGs)
- 4 Quality Education and 12 Responsible Consumption and Production.
Program
1. Marketing history and ethics;
2. Market analysis;
3. Segmentation and Positioning;
4. Marketing Mix;
5. Marketing plan;
6. Branding management.
Evaluation Methodology
Continuous evaluation. Practical works of achievement (40%) with presentation and discussion (minimum grade ten values) and a test (60%) (minimum grade eight values).
Normal exam: exam (100%).
Bibliography
- Keller, K. e Georgson, M. (2008). Strategic Brand and Management - An European Perspective. UK: Prentice Hall
- Kotler, P. (2008). Principles of Marketing. UK: Prentice Hall
- Vicente Rodrigues, J. e Lévy, J. e Lindon, D. e Dionisío, P. (2015). Mercator XXI - Teoria e Prática do Marketing. Lisboa: Publicações Dom Quixote
- Kotler, P. (2008). Principles of Marketing. UK: Prentice Hall
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.
