Marketing

Code:

1GE209

Acronym:

MARK

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2020/2021 - 2S

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

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
LGES	157	Bologna Syllabus since 2012	2	-	6	63	162

Teaching language

Portuguese

Objectives

- Presentation and exploration of the fundamental concepts of marketing in order to make the students understand the logic and the need of using the marketing approach in management.

- To deepen the strategic analysis from market analysis and business.

-  To study the main marketing tools necessary to a rigorous and objective reasoning in decision making.

- To prepare the students for action providing them with the instruments necessary to practice marketing in the field.

 

Learning outcomes and competences

                                                     

- To deal with the process of decision making in market-driven businesses.

- To deal with the marketing plan and with the main tools of marketing and commercial action.

- To be able to define business and marketing strategies.

- Development of analytical and constructive criticism skills, ability to search for information, to solve problems independently and capacity of planning and acting in contexts similar to the business reality.

Working method

Presencial

Program

I. Introduction
1 - Origin of Marketing Science and epistemological relations with other scientific areas
2 - Nature of Marketing: common sense, practical knowledge and ethical dimension
3 - Marketing function: concepts, definitions and evolution                  
4 - Ethics and Social Responsibility

II. Understanding Markets. The Marketing Environment
1 - Environmental Analysis  
2 - Market Research, Information Systems and Marketing Intelligence 3 - Models of Consumer Buying Behavior, Psychological and social Factors influencing the buying decision process, Response to Stimulation of Brands.
 
III. Development of a Marketing Strategy  
1 - Market segmentation and target market definition
2 - Competitive analysis and positioning
3 - Competitive Strategies and market approach

IV. Marketing Mix: Product decisions
1 - Product/service decisions
2-  Product life cycle
3 - Managing the product portfolio
4 - Developing and launching new products   
5 - Branding 
6 - Services               

V. Marketing Mix: Price Decisions
1 - Price Concepts 
2 - pricing methods 
3 - Pricing Strategies
4 - Selection of a Pricing Policy 

VI. Marketing Mix: Distribution Decisions
1 - Nature, Function and Types of Marketing Channels and the Relationship with the Consumer      
2 - Typology of Stakeholders in the Distribution Network
3 - Management and Evaluation of the Distribution Network 

VII Marketing Mix: Communication Decisions
1 - Communication:role, objectives and models
2 - The communication Mix
3 - Techniquesand measures of communication
4 - Briefing
5 - Digital Communication

VIII. Marketing Plan. Implementation Strategies and Measuring Performance

Mandatory literature

Kotler, P. and Keller, K.; Marketing Management, Pearson, 2016
Dibb Sally 070; Marketing. ISBN: 978-1-4737-2512-6

Teaching methods and learning activities

- Theoretical and practical classes.

- Case study Methodology to study real business situations.

- Power point presentations, and discussions will be filmed.

- Use of other supplementary teaching materials (texts, videos, etc..)  

keywords

Social sciences > Economics > Marketing

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	60,00
Trabalho prático ou de projeto	40,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Estudo autónomo	69,00
Frequência das aulas	63,00
Trabalho de campo	30,00
Total:	162,00

Eligibility for exams

A score below 7 points in any of the assessment components does not allow the approval in the discipline.

Calculation formula of final grade

The final grade is calculated based on a weighted average according to the following percentages:

- Group assignment:  40%
- Global Test: 60%
or
- Final exam: 100%

Observation:
The grades obtained in the group assignment will only count for the final evaluatin if they result in an improvement of the final grade. 

 

Classification improvement

Final exam.