Specialized Marketing - 1st semester
Code
722011100
Academic unit
Faculdade de Ciências Sociais e Humanas
Department
Ciências da Comunicação
Credits
10
Teacher in charge
Ana Margarida Barreto
Weekly hours
3 letivas + 1 tutorial
Teaching language
Portuguese
Objectives
By the end of the seminar, the student must be able to:
1. Develop technical descriptive skills to study different markets;
2. Analyse the explicative variables of each market, namely market service, international market, political market, cultural market, and ONGs.
3. Develop, explain and work with market segmentation methods, positioning and differentiation.
4. Develop and implement marketing mix strategies.
5. Develop a marketing strategic plan.
Prerequisites
Students should already have a basic knowledge of marketing, including the different P´s of marketing mix, SWOT and PEST analysis
Subject matter
Analysis of sector, market, customer and competition
Formulation of marketing strategy: segmentation, selection of markets and positioning
Information systems marketing;
Evaluation and selection of strategies
Social Marketing and CSR
Brand and Brand Equity
Relationship marketing
Digital marketing
Bibliography
Exposição de conceitos e modelos complementada pela discussão de casos seleccionados e resolução de exercícios.
Teaching method
Presentation of relevant concepts and models complement with class discussion of business cases and selected exercises.
Evaluation method
The evaluation is an individual written assignment in which the student analyses the process of elaboration of the marketing strategy of a firm, institution or brand of his choice.