The course is intended to provide the students with basic marketing skills, namely: marketing research techniques, market strategies, like segmentation, targeting, and positioning, and the ability to make decisions regarding Marketing Mix.

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, namely as regards theoretical classes, with approaches oriented towards the application of concepts. According to this objective, situations as close to reality as possible are utilized. Very often, real data and real studies are utilized. The development of the Marketing Plan, in the last stage, aggregates the acquired knowledge and enhances the persuasion abilities, as well as improves relational and communication skills.

Evaluation method

The curricular unit comprises two assessment elements: an individual test, with a weighting of 65% in the final classification, and a group work, with a weighting of 35%.

To pass the course, the student must have a rating equal to or greater than 9.5 on the individual test.

Obtaining "frequência" depends on passing the practical work.

Subject matter

Available soon


Programs where the course is taught: