IPLUSO 18879

Public Marketing

• ApresentaçãoPresentation

  The UC of Public Marketing has in its programmatic substance, the fundamentals, theoretical and practical, of Marketing in professional contexts, based on the fulfillment of the syllabus contents. private. The main objective is to prepare and equip future Technicians of Advisory in Administration and Public Management, with the basic knowledge and skills of analysis and operationality of the tools acquired during the sessions.
• ProgramaProgramme

  1. Marketing Concepts 1.1 Evolution of the marketing concept 1.2 The relevance of public marketing 1.3 The emergence of social marketing 1.4 The challenges of marketing in the public sector 2.Consumer Behavior 2.1 Determinants: cultural, personal, social and psychological 2.2 The purchase decision 3. Public Marketing 3.1 Basis of segmentation in the Public Sector 3.2 The positioning of Organizations 3.3 Direct Marketing in the Public Sector 3.4 Phases / Structure of a Marketing Plan 4. The Public Marketing Mix 4.1 Services / Products 4.2 Prices 4.3 Promotion 4.4 Distribution 4.5 Communication
• ObjectivosObjectives

  Know, discuss and apply key concepts, in the scope of public and private marketing. Recognize the role of marketing in the performance of public bodies / institutions. Characterize the marketing environment in a public and private business context. Identify methodologies for analyzing and developing marketing campaigns / projects. Evaluate strategic marketing decisions in an organizational context.
• BibliografiaBibliography

  Chias, J. (1995), Marketing Público, McGraw-Hill.   Kotler,Philip e Armstrong, Gary (2007), Principles of Marketing, Prentice- Hall.     Kotler, P. et al (2008), Marketing no Setor Público, S. Paulo: Bookman
• MetodologiaMethodology

  Serão utilizadas outras metodologias com recurso a ferramentas digitais 
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• NaturezaNature

  Mandatory
• EstágioInternship

  Não