Marketing
Objectives
Content-related outcomes:
- Learn the fundamental concepts and principles of marketing
- Understand the role of marketing in business
- Understand the importance of research in the marketing process
Application-related outcomes:
- Identify and analyze marketing problems, develop creative solutions to address them
- Understand that there are rarely clear-cut situations in marketing
- Develop a coherent marketing plan for a product
General characterization
Code
100080
Credits
4.0
Responsible teacher
Teodora Szabo-Douat
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Prerequisites
There are no enrolment requirements.
Bibliography
Kotler,P., Armstrong,G., Wong, V., and John Saunders (2008), Principles of Marketing, 5th European edition, Prentice Hall; Lendrevie, L. Dionisio, R (2004), Mercator XXI: Teoria e Prática de Marketing, Edições Don Quixote.; Wood, M. B. (2007), The Marketing Plan Handbook, 4th edition, Prentice Hall; 0; 0
Teaching method
Lectures, Workshops, Case Studies, Project-based Learning.
Evaluation method
1st and 2nd call:
Marketing Plan (40%): Each team of students will create a comprehensive marketing plan for a new product or service. All aspects of a marketing plan should be addressed as illustrated throughout the classes.
Final Exam (50%): The final exam consists in all the materials from the course (slides, texts, books), is individual, and without any consultation to course materials.
Participation & Attendance (10%)
Subject matter
|
Week |
Topic |
Book Chapter (Kotler et al. 2017) |
|
Week 1 - February 23 |
Introduction |
Chapter 1 |
|
Week 2 - March 2 |
Marketing strategy Marketing plan |
Chapter 2 |
|
Week 3 - March 9 |
Understanding the marketplace |
Chapters 3 & 4
|
|
Week 4 - March 16 |
Understanding consumers |
Chapters 5 & 6
|
|
Week 5 - March 23 |
Segmentation, targeting, positioning |
Chapter 7
|
|
Week 6 - April 6 |
Products, services and brands |
Chapters 8 & 9 |
|
Week 7 - April 13 |
Pricing |
Chapters 10 & 11 |
|
Week 8 - April 20 |
Marketing channels Retailing and wholesaling |
Chapters 12 & 13 |
|
Week 9 - April 27 |
Integrated marketing communications Advertising and PR |
Chapters 14 & 15 |
|
Week 10 - May 4 |
Personal selling Mobile and social media marketing |
Chapters 16 & 17 |
|
Week 11 - May 11 |
Competitive advantage Global marketplace |
Chapters 18 & 19
|
|
Week 12 - May 18 |
Group presentations
|
- |
|
Week 13 - May 25 |
Group presentations
|
- |