Advanced Marketing

Código:

LGE509

Sigla:

AMARK

Áreas Científicas
Classificação	Área Científica
OFICIAL	Ciências Empresariais

Ocorrência: 2004/2005 - 2S

Ativa?	Sim
Página Web:	http://www.fep.up.pt/disciplinas/lge509
Unidade Responsável:	Agrupamento Científico de Gestão
Curso/CE Responsável:	Gestão

Ciclos de Estudo/Cursos

Sigla	Nº de Estudantes	Plano de Estudos	Anos Curriculares	Créditos UCN	Créditos ECTS	Horas de Contacto	Horas Totais
ECO	41	Plano Oficial a partir de 2004	4	3	6	-
GES	3	Plano Oficial a partir de 2004	4	3	6	-

Objetivos

To provide an opportunity for students to develop an understanding of critical role marketing occupies in different types of organizations.
To provide students with a comprehensive guide to how organizations can use the Internet to support their marketing activities.

Programa

Part I SPECIAL TOPICS IN MARKETING
1. Social Marketing
2. Services Marketing
3. Sports Marketing

PART II INTERNET MARKETING
1. Internet Marketing Fundamentals
2. Internet Marketing Strategy

Bibliografia Principal

Chaffey, D., Mayer, R., Johnson, K. and Ellis-Chadwick, F. (2003). Internet Marketing. Strategy, Implementation and Practice. Prentice-Hall.
Chaffey, Dave (2003). E-Business and E-Commerce. Prentice-Hall.
Kotler, P., Roberto, N. and Lee, N. (2002). Social Marketing. Improving the Quality of Life. SAGE publications.
Shank, Matthew D. (2004). Sports Marketing. A Strategic Perspective. 3rd Edition. Prentice Hall.
Zeithaml, V. A. and Bitner, M. J. (2003). Services Marketing. Integrating Customer Focus Across the Firm. McGraw-Hill.

Bibliografia Complementar

Chaffey, Dave (2003). E-Business and E-Commerce. Prentice-Hall. 2nd Edition
Cox, Barbara e Koelzer, William (2004). Internet Marketing in Hospitality. Prentice-Hall.
Kotler, Philip (2002), Strategic Marketing for Nonprofit Organizations; Prentice-Hall.

Métodos de ensino e atividades de aprendizagem

Lectures.
Case study methodology.
Internet Applications.
Group Project.

Tipo de avaliação

Avaliação distribuída com exame final