Marketing
Code
1204
Academic unit
null
Department
null
Credits
7,5
Teacher in charge
Carmen Lages e Ana Branca
Teaching language
Portuguese
Objectives
The marketing course is focused on helping you become a strategic marketer, so that you can create, gain support for and execute marketing plans that build sustainable businesses. By the end of the semester, you should be able to:
-understand key marketing concepts and frameworks
-use these to diagnose and solve real marketing problems
-understand how to develop and implement a marketing plan
In order to attain these three main objectives, your learning will be based on theory derived from scientific studies and illustrated with examples of best practice, as well as on the application of theoretical knowledge to a real situation through a workgroup final project a marketing plan developed for a real company.
Prerequisites
Compulsory pre-requisites:
- 1200. Principles of Management
Subject matter
-Main Concepts in Marketing
-The Marketing plan
-Situation Analysis
-External: Micro and Macro Environment
-Internal: The Company
-Strategy
-Segmentation Targeting Positioning
-Marketing Mix for Goods
-Product, Price, Place & Promotion
-Extended Marketing Mix for Services
-People, Process & Physical Evidence
-Implementation and Control
Bibliography
Teaching method
Evaluation method
-Final project (Marketing Plan) 40% (divided by:) Mid-semester Draft Marketing Plan 5%
-Final written report 15%
-Final presentation 20%
-Exercises 10%
-Final written test 50% Minimum grade: 8,5v (*) Covers all topics taught.