Marketing and Innovation


The course is intended to provide the students with basic marketing skills, namely: marketing research techniques, market strategies, like positioning and segmentation, and the marketing mix. It is also focused the innovation concept and its strategic framework, as well as the technology role in the innovation process.


General characterization





Responsible teacher

Ana Sofia Leonardo Vilela de Matos, Rogério Salema Araújo Puga Leal


Weekly - 4

Total - 66

Teaching language



Available soon



Dibb, Sally; Simkin, Lyndon; Pride, William M. and Ferrell, O. C. (2012). Marketing: Concepts and Strategies (6th ed.).London: Cengage.

Philip T. Kotler and Kevin Keller (2016), Marketing Management, 15th Edition, Pearson.

Vicente, P., Reis, E. e Ferrão, F.(2001), "Sondagens-a amostragem como factor decisivo de qualidade", Edições Sílabo.

Hair, J. H., Black, W. C., Babin, B. J., Anderson, R. E., (2009), Multivariate Data Analysis, New Jersey, Prentice-Hall Higher Education.

William G. Zikmund, Barry J. Babin (2016), Essentials of Marketing Research, Cengage.

Teaching method

Teaching strategy is based on a combination of expositive approaches with simulated practice. The course’s project is aimed to develop student’s technical skills as well as their ability to perform teamwork.

Evaluation method

Assessment: 2 quizzes (50 % each) 
To be released from the final exam, the average from both quizzes.must be above 9,5.

Subject matter

1. Marketing concept and its evolution

  •  Marketing under several perspectives
  •  Marketing-mix
  • Marketing and strategic planning


2. Marketing research: obtaining and analyzing Marketing data

  • Primary data versus secondary data
  • Qualitative appraches versus quantitative approaches
  • Pannels
  • Surveys
  • Consumer behaviour
  • The utilization of multiple regression for decision support


3. Market Strategy

  • Markets
  • Segmentation
  • Positioning

4. Marketing-Mix

  • Marketing mix variables
  • Product and service policies
  • Price policy
  • Communication policy
  • Distribution policy

5. Marketing plan

6. Innovation

  • Innovation concept
  • Innovation categories
  • RDI management systems
  • The Portuguese standards


Programs where the course is taught: