Advanced Marketing

Code:

LGE509

Acronym:

AMARK

Keywords
Classification	Keyword
OFICIAL	Business Sciences

Instance: 2004/2005 - 2S

Active?	Yes
Web Page:	http://www.fep.up.pt/disciplinas/lge509
Responsible unit:	Department of Management
Course/CS Responsible:	Business Administration

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
ECO	41	Official Curricular Structure since 2004	4	3	6	-
GES	3	Official Curricular Structure since 2004	4	3	6	-

Objectives

To provide an opportunity for students to develop an understanding of critical role marketing occupies in different types of organizations.
To provide students with a comprehensive guide to how organizations can use the Internet to support their marketing activities.

Program

Part I SPECIAL TOPICS IN MARKETING
1. Social Marketing
2. Services Marketing
3. Sports Marketing

PART II INTERNET MARKETING
1. Internet Marketing Fundamentals
2. Internet Marketing Strategy

Main Bibliography

Chaffey, D., Mayer, R., Johnson, K. and Ellis-Chadwick, F. (2003). Internet Marketing. Strategy, Implementation and Practice. Prentice-Hall.
Chaffey, Dave (2003). E-Business and E-Commerce. Prentice-Hall.
Kotler, P., Roberto, N. and Lee, N. (2002). Social Marketing. Improving the Quality of Life. SAGE publications.
Shank, Matthew D. (2004). Sports Marketing. A Strategic Perspective. 3rd Edition. Prentice Hall.
Zeithaml, V. A. and Bitner, M. J. (2003). Services Marketing. Integrating Customer Focus Across the Firm. McGraw-Hill.

Complementary Bibliography

Chaffey, Dave (2003). E-Business and E-Commerce. Prentice-Hall. 2nd Edition
Cox, Barbara e Koelzer, William (2004). Internet Marketing in Hospitality. Prentice-Hall.
Kotler, Philip (2002), Strategic Marketing for Nonprofit Organizations; Prentice-Hall.

Teaching methods and learning activities

Lectures.
Case study methodology.
Internet Applications.
Group Project.

Evaluation Type

Distributed evaluation with final exam