Skip to main content

IPLUSO 7032

Introduction to Marketing

Marketing Management
  • ApresentaçãoPresentation
      
  • ProgramaProgramme
    1. Basic concepts about marketing 2. Marketing as a business function and the various approaches 2.1. The attitude, techniques and marketing models 2.2. Forms of organization of the marketing function 3. The strategic marketing - The plan and the external and internal analytical models 4. The operational marketing - The product mix and service mix 5. The marketing B2B and B2C 6. New trends and applications of marketing
  • ObjectivosObjectives
    O1. Present the basic concepts of marketing. O2. Characterize the role of marketing in organizations. O3. Identify marketing attitudes, techniques, and models. O4. Present the fundamental concepts of operational marketing?the product and service mix. O5. Present new trends and applications in marketing. O6. Analyze and assess the company's position in terms of marketing. 07. Distinguish and combine the variables of the marketing mix. 08. Discuss new trends in marketing. 
  • BibliografiaBibliography
    Clow and Baack (2021). Integrated Advertising, Promotion, and Marketing Communications. Pearson Education Limited. Kotler, P. e Kartajaya, H. e Setiawan, I. (2024). Marketing 6.0 - O Futuro é Imersivo. Lisboa: Actual Kotler, Philip, Gary Armstrong, and Sridhar Balasubramanian (2023). Principles of Marketing. 19th Ed. Pearson. Pride, W. M., & Ferrell, O. C. (2024). Marketing (21st ed.). Cengage Learning. 
  • MetodologiaMethodology
    In person: 1. Theoretical/practical classes: exposition of concepts, discussion and application of programme contents in various contexts. 2. PBL Problem/Project-based learning Autonomous: 3. Consolidation of the contents taught in class by researching additional information on the different themes and contents covered and developing complementary work.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    6
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não