IPLUSO 11341

Foundations of Marketing

• ApresentaçãoPresentation

  This course unit aims to provide students with a sound knowledge and understanding of the fundamental principles of Marketing, while fostering structured thinking and the development of analytical and critical reflection skills within this field of study. Students are expected to acquire the conceptual and methodological foundations required for their future professional practice, gaining an understanding of Marketing dynamics and developing the ability to interpret markets, identify the variables that influence them, and adapt their approach to constantly evolving contexts.
• 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

  Understand the fundamentals and theoretical principles of Marketing; Identify and analyse the main variables associated with Marketing and their application in different contexts; Understand the key variables of the marketing mix, as well as the relationships and interactions between them; Develop the knowledge and skills required to understand and manage the Digital Marketing function; Develop the ability to analyse market dynamics and identify the factors that influence Marketing decisions; Provide students with conceptual and methodological tools that enable them to apply the knowledge acquired to real-world situations and address different Marketing contexts and challenges.
• 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. (2025). Marketing management (17th ed., Global ed.). Pearson. Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 6.0: O futuro é imersivo. Actual Editora.
• MetodologiaMethodology

  The course will include theoretical classes, complemented by the discussion of practical case studies in the classroom, with the aim of encouraging the sharing of experiences and different perspectives. Collaborative work will also be promoted, enabling students to develop and explore in greater depth topics related to the subject area of the course unit.  
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  3
• NaturezaNature

  Mandatory
• EstágioInternship

  Não