Marketing
Keywords |
Classification |
Keyword |
OFICIAL |
Management Studies |
Instance: 2021/2022 - 1S ![Requerida a integração com o Moodle Ícone do Moodle](/fep/pt/imagens/MoodleIcon)
Cycles of Study/Courses
Teaching language
Portuguese and english
Objectives
Students should be able to work in a consumer-oriented logic, to understand the strategic importance of Marketing within organizations and to gain analytic abilities in the field of Marketing, by developing a Marketing plan.
Learning outcomes and competences
By presenting the economic, strategic and operational components of a Marketing Plan, the unit syllabus allows students to be capable of making informed decisions in the Marketing field through:
(i) critically assessing organizations external environment;
(ii) critically assessing organizations internal environment;
(iii) identifying its main strenghts, weaknesses, opportunities and threats;
(iv) correctly identifying and describing market competitive forces; and
(v) understanding and knowing the marketng mix tools.
Working method
Presencial
Program
I Introduction
1- The Marketing concept
2- The Strategic and Operational nature of Marketing
3- Economic analysis in Marketing
II The Marketing context
1- Analysis of the internal and external environment in Marketing
2- Consumer behavior
III Developing the Marketing Strategy
1- The market
2- Market research, segmentation, targeting and positioning
3- Competitive analysis
4- Competitive strategies
IV Marketing-Mix
1- Product strategies
2- Price strategies
3- Promotion strategies
4- Placement strategies
Mandatory literature
Kotler, P. and Armstrong, G.; Principles of Marketing, golbal edition, Pearson, 2018
Teaching methods and learning activities
The unit combines theoretical and applied classes. Methodolgies used include case studies, article analysis, discussion and case presentation.
Evaluation Type
Distributed evaluation with final exam
Assessment Components
Designation |
Weight (%) |
Exame |
60,00 |
Trabalho escrito |
40,00 |
Total: |
100,00 |
Amount of time allocated to each course unit
Designation |
Time (hours) |
Estudo autónomo |
62,00 |
Frequência das aulas |
39,00 |
Trabalho de campo |
61,00 |
Total: |
162,00 |
Eligibility for exams
n/a
Calculation formula of final grade
Evaluation includes: Report and Case presentation: 60% and Written Exam (minimum: 7 points): 40%.
The report is only considered in one of the evaluation seasons, according to students choice, and only when it contributes to improve the final grade.