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:
- Analyze marketing problems and develop creative solutions to address them                                                                                                     

- Develop a coherent marketing plan for a product/service

General characterization

Code

100080

Credits

4.0

Responsible teacher

Simoni Fernanda Rohden

Hours

Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English

Prerequisites

None

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, in-class exercises, Case Studies, Project-based Learning.

Evaluation method

35% Group project

15% Case Study

40% Exam

10% Attendance, in-class assignments and participation*

 

OBS:

****Since the Continous Evaluation includes a test on week 13, the Exam period for this course will be only in the second season of exams.

****The exam will replace 65% of the final grade (all evaluation moments, except the group project assessment).

 

-In-class assignments and participation will be assessed with exercises and pop-quizzes that will take place during class ours without previous scheduling.

-No assigments or activities will be accepted after the deadline.

-Some assignments will be developed in groups. Group size must always be 5 or 6 students. 

 

Subject matter

Week Date Topic to be discussed Assessment
1 15/Feb Introduction to Marketing  
2 22/Feb Marketing Environment  
3 1st/Mar Segmentation and Brand Positioning  
4 08/Mar Consumer Behavior   
5 15/Mar Marketing Mix - Product Strategy  
6 22/Mar Marketing Mix - Place Strategy -
Marketing Project Briefing
 
7 29/Mar Case Study yes
8 05/Apr Easter Break  
9 12/Apr Marketing Mix - Price Strategy  
10 19/Apr Marketing Mix - Promotion Strategy  
11 26/Apr Services Marketing  
12 03/May Digital Marketing. Tendencies in Marketing  
13 10/May Test yes
14 17/May Group Work - Marketing Projects  
15 24/May Marketing Project Presentation / Report yes

Programs

Programs where the course is taught: