Marketing

Code:

LA022

Acronym:

MRK_LA

Instance: 2018/2019 - 1S

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

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
LA	64	LA - Study Plan	3	-	6	1	3

Teaching language

Portuguese

Objectives

1. To know the evolution of the concept of marketing and application in organizations


2. Identify transformation in the communications industry and impact on marketing


3. Understand key trends and market indicators


4. Know how to collect and analyze information with the consumer


5. Know and apply models of strategic marketing management


6. Know how to identify criteria for getting target segments and positioning


7. Know the management policy of communication and brand development


8. Define marketing-mix policy, marketing plan and business


9. Know how to relate marketing management to the management of organizations


10. Apply marketing management to literary products and content.

Learning outcomes and competences

In the course of the classes, students are expected to be able to know:

 

• Understanding marketing as a philosophy, practice and management model
• Apply audit models, manage and apply collected information
• Develop a marketing plan in the context of a business plan
• Identify and manage the marketing variables of products and organizations
• Know how to apply marketing management to literary products and organizations

Working method

Presencial

Program

1. The evolution of the concept and marketing philosophy in the management of organizations


2. Transformations of the media industry and impacts on marketing and communication


3. 3. O conceito e a importância do marketing no processo de criação e cadeia de valor


4. Mrketing environment, stategic models, management and information enforcement


5. Factors of competitiveness and strategic and operational marketing management


6. Segmentation strategies and positioning of companies, brands and products


7. Integrated communication marketing and the role of traditional and new media


8. Design and elaboration of a marketing plan and management of organizations


9. The principles and practices of marketing and communication applied to literary products

Mandatory literature

Faustino; Paulo; Gestão de Marketing da Televisão e Audiovisual, Media XXI, 2012
Faustin, Paulo; Marques, Alzira; artigo "De Leitores a Fans: Marketing e Magia do Harry Potter", livro Marketing Relacional, Edições Sílabo, 2011
Lambin, J.; Marketing Estratégico, McGraw Hill, 2000
Ramos, F.; Estratégias e Protocolo para a Comunicação Corporativa, Media XXI, 2008
Kotler, P.; Marketing para as organizações que não visam lucro, Atlas Editora, 1988
Lendrevie, J.; Mercator, Teoria e Prática de Marketing, D. Quixote, 2000

Teaching methods and learning activities

Case studies and supporting texts, stimulated by theoretical reflection and practical application. To ensure better quality and results in learning, a set of teaching aids will be used. Student participation is actively encouraged. Students are invited to present research papers on subjects related to the discipline program.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Teste	30,00
Trabalho escrito	40,00
Trabalho prático ou de projeto	30,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	44,00
Estudo autónomo	32,00
Frequência das aulas	54,00
Trabalho escrito	32,00
Total:	162,00

Eligibility for exams

Mandatory attendance in 75% of classes, except in cases provided for in the general law and the Faculty’s regulations.

Calculation formula of final grade

Distributed evaluation with frequency – continuous – is composed of two project (one individual and one group), including their presentation + a written test. The student must obtain a grade of 7.0 or higher (on a scale of 0 to 20) in the written test. The individual paper will be based on mandatory readings, based on guidelines: the teacher will deliver a book, study, report, or scientific article in the area of marketing and communication. The student will also be able to suggest a theme for the project to be validated later by the teacher. Another option of individual project will be to conduct a case study. In the initial classes the teacher will give the instructions for each type of project. The group project will consist in the elaboration of a marketing plan of a brand/organization. The evaluation criteria are: i) formal organization; ii) project framework; iii) project structure; iv) innovative approaches; and v) project presentation.

Classification improvement

Written exam – 100% of the grade