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IPLUSO 3692

Marketing and Advertising

Illustration and Drawing
  • ApresentaçãoPresentation
    This course unit aims to provide students with a sound knowledge and understanding of the fundamental principles of Marketing and advertising, 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 and advertising dynamics and developing the ability to interpret markets, identify the variables that influence them, and adapt their approach to constantly evolving contexts.
  • ProgramaProgramme
    Marketing and Advertising - Definition; Historical background. Markets and Segmentation - Qualitative and quantitative market analysis (consumer behaviour, purchasing decisions, segmentation); PEST analysis; Market share; Competition. Strategic and Operational Marketing - Competitive advantages; Objectives; Positioning; Segmentation; Marketing Mix. Products/Services - Definition; Distinction between products and services; Augmented product; Packaging; Brand; Product life cycle. Communication - Public Relations; Sales Force; Direct Marketing. Traditional and Digital Advertising Advertising and Marketing Trends
  • ObjectivosObjectives
    Understand the fundamentals and theoretical principles of Marketing and advertising; 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 and Advertising function; Develop the ability to analyse market dynamics and identify the factors that influence Marketing  and advertisingdecisions; 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
    4
  • NaturezaNature
    Optional
  • EstágioInternship
    Não