Marketing
Objectives
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
Code
12520
Credits
6.0
Responsible teacher
Ana Sofia Leonardo Vilela de Matos, Rogério Salema Araújo Puga Leal
Hours
Weekly - 4
Total - 66
Teaching language
Português
Prerequisites
Available soon
Bibliography
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 course comprises two theoretical-practical assessment and a project: an individual test, with a weight of 60% in the final grade, an in-class assessment, with a weight of 5%, and a project work, with a weigh of 35%.
To pass the course, the student must have a grade equal to or higher than 9.5 in the individual test.
Obtaining "frequence" depends on passing the project work
Subject matter
Available soon