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 |