Marketing
Code
711011028
Academic unit
Faculdade de Ciências Sociais e Humanas
Department
Ciências da Comunicação
Credits
6
Teacher in charge
Ana Margarida Barreto
Weekly hours
4
Teaching language
Portuguese
Objectives
a) To know the basic concepts and fundamentals in Marketing and get familiar with the strategical development of Marketing actions.
b) To develop a Marketing plan for a product or servisse.
c) To acquire a reference theoretical body necessary to the study of other specifical disciplines in the field of communication.
Prerequisites
None.
Subject matter
- The concept of Marketing and the evolution of its function
- Marketing and the surrouding environment
- Market
- Consumers
- Marketing planning
- Strategies of segmentation and targeting
- Marketing Mix: Concepts and definitions
- Strategies of product, price, distribution and communication
- Brand strategies
- Retail Marketing
- NGOs and public sector marketing
- Marketing and the internet
- Relational Marketing
Bibliography
KOTLER, P., Marketing Management, Analysis, Planning, Implementation and Control, Prentice Hall Int., sixth edition;
BROCHAND, B, and LENDREVIE, J, V. RODRIGUES, J, DIONÍSIO, P, Mercator, teoria e Prática do Marketing, Pub. D.Quixote, Lisboa;
Teaching method
Theoretical/practical course, with an expositional and demonstrative method with the presentation of case studies, as well as with practical exercises.
Evaluation method
Assessment will consist in a written exam in the end of the semester (70%) and in the performance in group work marketing plan and case study and the participation in class (30%).