Marketing

Code:

1GE209

Acronym:

MARK

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2022/2023 - 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	276	Bologna Syllabus since 2012	2	-	6	63	162

Teaching language

Suitable for English-speaking students

Objectives

The course aims to provide the basic conceptual framework of marketing with a view to acquiring knowledge and developing skills that allow students to analyse, make decisions and implement actions in the field of marketing in the context of the global process of managing organizations.

Learning outcomes and competences

  In the end of the course students are supposed:
                                                   

- 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

1. Marketing in Organizations

2. Strategic Analysis
2.1 Internal Diagnosi
2.2 External Diagnosis
2.3 SWOT Analysis

3. Development of Marketing Strategy
3.1 Segmentation and Targeting
3.2 Positioning
3.3 Brand Management

4. Marketing Mix Management
4.1 Product
4.2 Communication
4.3 Distribution
4.4 Price

5. Marketing Plan

6. Performance Evaluation

Mandatory literature

Kotler, P., Armstrong, G., Harris, L. e He, H. ; Principles of Marketing Management, 8th European Edition, Pearson Education, 2020

Complementary Bibliography

Dibb, S., Simkin, L., Pride, W. e Ferrell, O. ; Marketing: Concepts and Strategies, 6th Edition, Cengage Learning, 2012
Sharp, B. ; Marketing: Theory, Evidence, Practice, 2nd edition, Oxford University Press, 2018

Teaching methods and learning activities

Without neglecting the transmission of knowledge essential to the construction of a solid theoretical basis, emphasis is also given to practical aspects that allow the application of marketing techniques and tools to specific situations.

Thus, the methods used, intending to combine adherence to reality with the participation and creativity of students, are fundamentally based on the presentation and discussion of concepts and techniques as well as on the analysis of cases.

Exhibitions
Presentation and discussion of concepts, methodologies and techniques using audiovisual media.

Practical cases
Analysis and discussion of concrete situations that allow not only the exchange of experiences but also the practice of decision-making in a group.

keywords

Social sciences > Economics > Marketing

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	50,00
Trabalho prático ou de projeto	50,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Estudo autónomo	49,00
Frequência das aulas	63,00
Trabalho de campo	20,00
Elaboração de projeto	30,00
Total:	162,00

Eligibility for exams

The student is approved if he has a final grade equal to or greater than 9.5 values, requiring a minimum grade of 7.5 values ​​in each of the two components mentioned above.

Anyone who has a final classification of less than 9.5 values ​​or less than 7.5 values ​​in at least one of the components, or who wants to improve their classification, must submit to the Appeal Season exam.

Students who have opted for this assessment regime will be able to take the test in the Normal Season or in the Appeal Season (in this case they will only be able to do so if they have missed the test in the Normal Season).

Calculation formula of final grade

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

- Group assignment:  50%
- Global Test: 50%
or
- Final exam: 100%

Classification improvement

Final exam.