Marketing I

Code:

LGE305

Acronym:

MARK I

Keywords
Classification	Keyword
OFICIAL	Business Sciences

Instance: 2006/2007 - 1S

Active?	Yes
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
GES	173	Official Curricular Structure since 2004	3	3		-

Objectives

- Understanding the main tools of marketing.
- Developing rational decision processes in Marketing.
- Developing analytical skills and critical competencies concerning marketing strategies.

Program

I. Introduction

1. The concept of marketing
2. Strategic and operational elements of marketing
3. Economic elements of marketing

II. The Environment of Marketing and market context

1. Business environment and marketing system
2. Market research
3. Understanding the market
a) Consumer markets
b) Business-to-business markets
4. Buying behaviour
4.1. Consumer buying behaviour
4.2. Business buying behaviour

III. Strategic analysis and the marketing plan

1. Environment and competitor analysis
2. Marketing opportunities and strategic plan
3. Market segmentation
4. Targeting and positioning

IV. Marketing and commercial strategies

1. Product/service strategy and product management
2. Pricing strategies and price management
3. Communication strategy
4. Distribuition strategy

Main Bibliography

Kotler, P., Wong, V., Saunders, J. and Armstrong, G. (2005), Principles of Marketing, 4th European Edition, Prentice Hall, London

Dibb, S., Simkin, L., Pride, W. and Ferrell, O. C. (2005), Marketing – Concepts and Strategies, 5th European Edition, Houghton Mifflin, Boston, MA.

Kotler, Philip (2003), Marketing Management, 11th edition, Prentice Hall Inc., Upper Saddle River, New Jersey.

Lambin, Jean-Jacques (2000), Marketing Estratégico, McGraw-Hill de Portugal, Lda.

Complementary Bibliography

Clow and Baack (2002), Integrated Advertising, Promotion, and Marketing Communications, Prentice Hall.

Stern, L., El-Ansary, A. and Coughlan, A. (2001), Marketing Channels, 6th edition, Prentice-Hall.

Nagle, T. T. and Holden, R. K. (2002), The Strategy and Tactics of Pricing – A Guide to Profitable Decision Making, third edition, Englewood Cliffs, New Jersey, Prentice-Hall Inc.

Baker, Michael and Hart, Susan (1999), Product Strategy and Management, Prentice Hall Europe.

Kerin, Roger A. and Peterson, Robert A. (2001), Strategic Marketing Problems – Cases and Comments, 9th edition, Prentice Hall, Upper Saddle River, New Jersey.

Teaching methods and learning activities

- Theoretical/experimental classes.
- Case studies illustrating actual corporate problems. Prior to the case studies’s presentation and discussion, students are expected to analyse them thoroughly.
- Other educational tools (texts, articles, etc.) framing and systematizing the various course sections.

Evaluation Type