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Ano Letivo: 2013/14

Design e Tecnologia das Artes Gráficas

Marketing

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Publication in the Diário da República: Despacho nº 3359/2013 - 01/03/2013

4 ECTS; 2º Ano, 1º Semestre, 30,0 TP + 2,0 O , Cód. 964440.

Lecturer
- Maria de Fátima Rodrigues Pedro (2)

(1) Docente Responsável
(2) Docente que lecciona

Prerequisites
Not applicable.

Objectives
Understand market actors and dynamics from a marketing perspective;
Become familiar with the key market research methods;
Develop a marketing plan articulating the various strategic variables;
Become familiar with 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
Practical assignment with presentation and discussion, minimum mark of 10/20 (40%) e test, minimum mark of 9/20 (60%)
Students who do not meet previous requirement may sit a final exam (100%).

Bibliography
- Propriedade Industrial, I. (2007). Manual II - Design Protegido. Lisboa: Centro Português do Design
- Vicente Rodrigues, J. e Lendrevie, J. e Lindon, D. e Dionísio, P. (2004). Mercator XXI - Teoria e Prética do Marketing. Lisboa: Publicações dom Quixote

Teaching Method
Lectures including class debate. Case study analysis.

Software used in class

 

 

 


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