IPLUSO 7032
Introduction to Marketing
Marketing Management
-
ApresentaçãoPresentationThe curricular unit of marketing principles is part of the Marketing Management course. It`s aim is to provide the students with the principles of marketing, and also to stimulate entrepreneurship, creativity and the capacity of reflective thinking in this area. This way, the student should be able to present, characterize and discuss the main variables of marketing, within the scope of other corporate realities. The goal of this unit is, thus, to capacitate students with a 360º vision over the main fundamental elements of marketing.
-
ProgramaProgrammeThe marketing concept and the evolution of the marketing function The marketing mix Marketing and the environment SWOT Analysis The market Consumer behavior General segment strategies and target market selection Positioning The new dimensions of marketing – digital
-
ObjectivosObjectivesMain objectives: To present the surrounding factors that influence marketing; To provide general information/content about marketing and it¿s theoretical principles; To introduce and evaluate the impact of some recent marketing alterations; To present the main variable of marketing mix and to be able to correlate those same variables; To develop the knowledge and the competences needed to managing the function of marketing and also digital. Other objectives: To provide students with tools that enable them to apply the theoretical knowledge previously learned and to confront them with issues that may occur in a real scenario.
-
BibliografiaBibliographyBaynast, A. Lendrevie, J. Lévy, J. Dionísio, P. & Rodrigues, V. (2018). Mercator 25 anos - o marketing na era digital. 16ª edição, Lisboa: Dom Quixote. Kotler, P. Keller, K. (2013). Administração de Marketing . 14ª ed., São Paulo: Pearson Prentice Hall.
-
MetodologiaMethodologyAnalysis of company cases with dynamics of discussion.
-
LínguaLanguagePortuguês
-
TipoTypeSemestral
-
ECTS6
-
NaturezaNatureMandatory
-
EstágioInternshipNão