Marketing

Code:

CC032

Acronym:

MARK

Instance: 2011/2012 - 1S

Active?	Yes
Responsible unit:	Department of Journalism and Communication Sciences
Course/CS Responsible:	Bachelor in Communication Sciences

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
CC	31	Plano Oficial a partir de 2008/2009	3	-	5	52	135

Teaching language

Portuguese

Objectives

1. Know the evolution of the concept of marketing and its importance in business
2. Know how to interpret the main market indicators
3. Know how to gather information from consumers
4. Prepare a portfolio analysis with the external/internal view of the organisation
5. Prepare a SWOT
6. Know how to choose criteria to obtain target segments and position
7. Know the policy of brands
8. Define the policy of marketing-mix

Program

1. Evolution of the concept of marketing
2. Marketing plan
3. Situational analysis
3.1. Market
3.2. Consumer behaviour
3.3. Competitor analysis
3.4. Corporate analysis
3.5. SWOT analysis
4. Segmentation and target
5. Positioning
5.1. Brand
6. Marketing-Mix
6.1. Product
6.2. Price
6.3. Distribution
6.4. Communication

Mandatory literature

Kotler, P.; Wong, V.; Saunders. J.; Armstrong, G.; Principles of Marketing, Pearson/Prentice-Hall, 2005

Teaching methods and learning activities

The course subject consists of theory and practical classes. The methods used allow students to get a grip of reality by participating and being creative:
Exhibitions
Presentation and discussion of concepts, methodologies and techniques using audiovisual aids.
Practical cases
Analysis, discussion and making individual and group decisions on real situations typical of marketing.

Evaluation Type

Evaluation with final exam

Assessment Components

Description	Type	Time (hours)	Weight (%)	End date
Attendance (estimated)	Participação presencial	56,00
	Total:	-	0,00

Eligibility for exams

1. The assessment regime consists of two alternatives:
- Distributed assessment
or
- final exam
2. Distributed assessment
2.1 The final grade is calculated based on a weighted average according to the following percentages:
Group assignment: 40% (25% report + 15% presentation)
Individual global test: 60%

2.2 The assignment consists of a communication plan applied to an existing brand chosen previously by the student.
The assignment will be presented orally, so each group member must participate actively in the presentation. Each group will be formed by 4 members.


2.3 Students will pass if the following two conditions are met at the same time:

- obtain an final average score equal to or more than 10 (on a scale of 0 to 20);
- obtain a score of no less than 7 in the group assignment and in the global test.

3. Assessment through a final exam
3.1 In alternative to the distributed assessment, students can sit a final exam, in accordance with the Regulations on the Assessment of Knowledge of the Faculty.

4. Resit examination period
4.1 With regard to the Resit period, students have two options:
- f they have prepared the group assignment and have not sat any individual test in the 1st exam period (global test or exam), if they so wish, they can be assessed based on the group assignment and on the exam in the 2nd examination period in accordance with the weighted percentages referred above in paragraph 2.1;
- if they have not prepared a group assignment, but have sat an individual test in the 1st examination period, the assessment of the 2nd exam period will consist of the respective exam only.

Calculation formula of final grade

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

Group assignment: 40% (25% report + 15% presentation)
Individual global test: 60%