Marketing
Objectives
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.
General characterization
Code
01101926
Credits
6.0
Responsible teacher
Ana Margarida da Silva Bebiano Barreto
Hours
Weekly - 4
Total - 168
Teaching language
Portuguese
Prerequisites
None.
Bibliography
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.
Teaching method
Theoretical/practical course, with an expositional and demonstrative method with the presentation of case studies, as well as with practical exercises.
Evaluation method
Available soon
Subject matter
- The concept of Marketing and the evolution of its function
- Market
- Strategic Marketing
- Marketing environment and Swot analysis
- Marketing Mix: strategies of product, price, distribution and communication
- Strategies of segmentation, Targeting and Positioning
- Brand
- Marketing planning
Programs
Programs where the course is taught: