Marketing - 1st and 2nd semester
a) To know the basic concepts and fundamentals in Marketing and get familiar with the strategical development of Marketing actions.
b) To develop a Marketing plan for a product or servisse.
c) To acquire a reference theoretical body necessary to the study of other specifical disciplines in the field of communication.
Ana Margarida Barreto, Anna Carolina Boechat Fernandes
Weekly - 4
Total - Available soon
KOTLER, P., Marketing Management, Analysis, Planning, Implementation and Control, Prentice Hall Int., sixth edition;
BROCHAND, B, and LENDREVIE, J, V. RODRIGUES, J, DIONÍSIO, P, Mercator, teoria e Prática do Marketing, Pub. D.Quixote, Lisboa;
Theoretical/practical course, with an expositional and demonstrative method with the presentation of case studies, as well as with practical exercises.
Assessment will consist in a written exam in the end of the semester (70%) and in the performance in group work marketing plan and case study and the participation in class (30%).
- The concept of Marketing and the evolution of its function
- Strategic Marketing
- Marketing environment and Swot analysis
- Marketing Mix: strategies of product, price, distribution and communication
- Strategies of segmentation, Targeting and Positioning
- Marketing planning
Programs where the course is taught: