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IPLUSO 2581

Marketing

Visual Artes and Digital Media
  • ApresentaçãoPresentation
    .
  • ProgramaProgramme
    The concept of marketing and the evolution of the marketing function The marketing mix Marketing and the surrounding environment SWOT analysis The market Consumer behaviour General strategies for market segmentation and target market selection Positioning The new dimensions of digital marketing
  • ObjectivosObjectives
    Main goals: Present the surrounding factors that influence marketing; General information about marketing and its theoretical principles; Introduce and assess the impact of some recent changes in marketing; Present the main variables of the marketing mix and the correlation of these variables; Develop the knowledge and skills to manage traditional and digital marketing functions. Other goals: Provide students with tools to apply this knowledge and face marketing situations that may occur in a real-world scenario
  • BibliografiaBibliography
    Baynast, A. Lendrevie, J. Lévy, J. Dionísio, P. & Rodrigues, V. (2018). Mercator 25 anos - o marketing digital. 1ª edição: Actual. Dubois, B. (2005). Compreender o Consumidor. Lisboa: Dom Quixote. Edição, Lisboa: Actual. Hooley, J., Saunders, A., Piercy, F. (2001). Estratégia de Marketing e Posicionamento Competitivo. Pearson: Prentice Hall. Kotler, P. Keller, K. (2013). Administração de Marketing.14ª ed., São Paulo: Pearson Prentice Hall. Kotler, P. Setiawan, I. & Kartajaya, H. (2017). Marketing 4.0. Mudança do tradicional para o Kotler, P., Armstrong, G. (2013). Principles of Marketing. 17th Edition, Pearson Education Limited. Kotler, P., Kartajaya, H., Setianwan I. (2021). Marketing 5.0: tecnologia para a humanidade. 1ª na era digital. 16ª edição, Lisboa: Dom Quixote.
  • MetodologiaMethodology
    The course aims to provide an understanding of the basic concepts of marketing, main market analysis techniques and strategic marketing decisions. It intends to familiarize students with the available marketing tools and make them aware of strategic analysis models so that these can be applied in the business reality. Students should be able to interpret and understand the dynamics of the marketing functional area in the management of a company/business, as well as being capable of the selected methodology is predominantly theoretical-practical, encompassing moments of theorization and the simulation of didactic activities, accompanied by critical feedback. Students will have an active part in the entire process. Students will work on practical projects that simulate real marketing challenges. Case studies: analysis of real situations from organizations, allowing students to apply theories and concepts in practical contexts.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    5
  • NaturezaNature
    Optional
  • EstágioInternship
    Não