Marketing II

Code:

LGE311

Acronym:

MARKII

Keywords
Classification	Keyword
OFICIAL	Business Sciences

Instance: 2006/2007 - 2S

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	150	Official Curricular Structure since 2004	3	2		-

Objectives

Based on the theoretical background obtained in Marketing I, Marketing II has a twofold objective:

- get knowledge in areas that, although relevant, have not been addressed in MarKeting I

- get new competencies in terms of analysis, planning and implementation in context that are similar to real situations.

Program

I. The Marketing Plan
2. Brand Management
3. Services Marketing
4. Relationship Marketing
5. Business-to-Business Marketing
6. Public, Social and Territorial Marketing
7. Organising and Controling in Marketing

Main Bibliography

Kotler, P. e Keller, K., Marketing Management, 12th edition, Prentice Hall, New York, NY, 2005.

Lindon, D., Lendrevie, J., Lévy, J., Dionísio, P. e Rodrigues, J. V., Mercator XXI, Publicações Dom Quixote, Lisboa, 2004.

Complementary Bibliography

Brito, C. M. e Lencastre, P., Os Horizontes do Marketing, Editorial Verbo, Lisboa, 2000.

Cohen, W., The Marketing Plan, John Wiley & Sons.

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

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

Teaching methods and learning activities

Teaching procedures aim at devoloping creativity and participation of students. They include:

- Theoretical classes
- Discussion of case studies

Evaluation Type