IPLUSO 11341

Foundations of Marketing

• ApresentaçãoPresentation

  This course aims to introduce and train students in the basic principles of marketing in order to systematize their thinking and reflective skills in the context of this field of knowledge. It is in this course that students acquire the foundations for future practice in the dynamics of marketing, which require adaptation and the ability to perceive the variables that exist in markets.
• ProgramaProgramme

         Marketing – Definition; Historical context; Management philosophy; Functions and customer satisfaction.        The market/marketing environment – Qualitative and quantitative analysis (consumer behavior, purchasing decisions, segmentation, PEST, market share); Competition.        Strategic and Operational Marketing – Competitive Advantages; Objectives; Positioning; Segmentation; Marketing Mix.        Product/Services – Definition; Distinction between Products and Services; Augmented Product; Packaging; Brand; Life Cycle.        Communication – Advertising; Public Relations; Sales Force; Direct Marketing.        Distribution – Distribution channels and their functions; Channel selection; Types of channels.        Price – Price setting; Elasticity and psychological pricing; Pricing policies.       Marketing trends – Marketing and new technologies.
• ObjectivosObjectives

  The objectives of the course are: To understand the fundamentals of marketing To know how to identify the variables associated with marketing To understand the theoretical principles of marketing To present the main variables of the marketing mix and the correlation between these variables To develop the knowledge and skills necessary for managing digital marketing Provide students with tools that enable them to apply this knowledge and compare it
• BibliografiaBibliography

  Baynast, A. Lendrevie, J. Lévy, J. Dionísio, P. & Rodrigues, V. (2021). Mercator 25 anos - o marketingna era digital. Lisboa: Dom Quixote Dionísio, P.; Guerreiro, J.; Faria, H.; Rodrigues, V,; & Canhoto, R. (2024). AI Novator Marketing na Era da Inteligência artidficial e da sustentabilidade – Gen AI eESG. Lisboa, Bertrand Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing management, global edition (16th edn). London, England: Pearson Education.
• MetodologiaMethodology

  Theoretical classes will be taught and practical cases will be discussed in class in order to share experiences and different perspectives. Invite marketing experts to share their experiences and insights.  
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  3
• NaturezaNature

  Mandatory
• EstágioInternship

  Não