IPLUSO 2581

Marketing

• ApresentaçãoPresentation

  The discipline of Marketing aims to introduce students to one of the main pillars of organisational management, providing a comprehensive view of the concepts that guide marketing and endomarketing. It demonstrates how these areas holistically integrate into the different functional areas of the company, including human resources management. Furthermore, it provides a theoretical and practical basis for students to understand and debate current marketing and endomarketing topics, highlighting the importance of people management in internal marketing. The subject also stimulates students' critical sense concerning marketing interfaces with the economy, strategy, technology, culture, ethics and socio-environmental responsibility when developing strategic marketing planning.
• ProgramaProgramme

  S1. Business and marketing environment S2. Fundamentals, essential concepts and elements that compose marketing S3. Consumer behaviour and the buying decision process S4. Marketing information systems and marketing research S5. Endomarketing (internal marketing) S6. Contemporary marketing: the state of the art
• ObjectivosObjectives

  LG1 - Contextualize trends in the business and marketing environment LG2 - Master the fundamentals, essential concepts and elements that compose marketing. LG3 - Understand consumer behaviour and their purchasing decision process. LG4 - Know information systems and marketing research tools. LG5 - Understand what endomarketing is and its relationship with human resources management. LG6 - Recognise the importance and advantages of endomarketing for the organisation and its stakeholders. LG7 - Develop a strategic internal marketing planning. LG8 - Understand the state of the art of marketing science and practice.
• BibliografiaBibliography

  BEKIN, S.F. Endomarketing: como praticá-lo com sucesso. São Paulo: Editora Prentiel. Hall, 2004.  BLACKWELL, R.D.; MINIARD, P.W., ENGEL, J.F. Comportamento do consumidor. São Paulo: Cengage Learning, 2013. BRUM, A.M. Endomarketing como estratégia de gestão: encante seu cliente interno. Porto Alegre: Editora L&PM, 1998. KOTLER, P.; KELLER, K.L. Administração de marketing . 12.ed. SÃO PAULO: Pearson Prentice Hall, 2013. MALHOTRA, N. Pesquisa de Marketing : uma orientação aplicada. 3 ed. Porto Alegre: Bookman, 2001. 720 p  
• MetodologiaMethodology

  The discipline of Marketing will use innovative teaching methodologies, namely: TM1. Theoretical exposition of the main programmatic contents; TM2. Analysis and discussion of cases in the classroom; TM3. Work presentation seminars; TM4. Learning is based on developing endomarketing strategic planning projects in which students can apply concepts and theories learned in the classroom to solve real problems organisations face. TM5. Use of artificial intelligence to streamline and enrich the teaching-learning process in marketinG.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  4
• NaturezaNature

  Mandatory
• EstágioInternship

  Não