Marketing

Code:

1EC201

Acronym:

MARK

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2021/2022 - 1S

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Bachelor in Economics

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
LECO	336	Bologna Syllabus since 2012	2	-	6	42	162

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.