Universidade Nova de Lisboa

Universidade Nova de Lisboa

Faculdade de Ciências e Tecnologia

Marketing and Innovation

Code

3736

Academic unit

Faculdade de Ciências e Tecnologia

Department

Departamento de Engenharia Mecânica e Industrial

Credits

6.0

Teacher in charge

Rogério Salema Araújo Puga Leal

Weekly hours

4

Teaching language

Português

Objectives

The course is intended to provide the students with basic marketing skills, namely: marketing research techniques, market strategies, like positioning and segmentation, and the marketing mix. It is also focused the innovation concept and its strategic framework, as well as the technology role in the innovation process.

 

Subject matter

1. Marketing concept and its evolution
*       Marketing under several perspectives
*       Marketing-mix
*       Marketing and strategic planning
2. Marketing research: obtaining and analyzing Marketing data
*       Primary data versus secondary data
*       Qualitative appraches versus quantitative approaches
*       Surveys
*       Pannels
*       Consumer behaviour
3. Market Strategy
*       Markets
*       Segmentation
*       Positioning
4. Marketing-Mix
*       Marketing mix variables
*       Product and service policies
*       Price policy
*       Communication policy
*       Distribution plicy
5. Marketing plan
6. Innovation
*       Innovation concept
*       Innovation categories
*       Technology in the innovation process
*       Marketing and R&D
*       Innovation strategic management

Bibliography

Dibb, Simkin, Pride & Ferrel (2001), “Marketing: Concepts and Strategies”, Fourth European Edition, Houghton Mifflin (Academic).

Kotler, P. (2003), “Marketing Management”, 11th Ed., Prentice-Hall.

Dibb & Simkin (2000), “The Marketing Casebook”, 2nd Edition, Thomson Learning

McDonald (1999), “Marketing Plans – How to prepare them: How to use them”, 4th ed., Heinemann Educational Secondary Division.

Freire, Adriano (2000), Inovação: Novos produtos, serviços e negócios para Portugal, 1ª Edição, Lisboa, Publicações Verbo

Lindon, D., Lendrevie, J., Rodrigues, J. e Dionísio (2004), "Mercator , Teoria e Prática do Marketing", Publicações Dom Quixote.

Vicente, P., Reis, E. e Ferrão, F.(2001), "Sondagens-a amostragem como factor decisivo de qualidade", Edições Sílabo.

 Helfer, J. e Orsoni, J. (1996), "Marketing", Edições Sílabo.

Kinnear T. e Taylor J. (1996), "Marketing Research - an applied approach", Mc-GrawHill.

Teaching method

Teaching strategy is based on a combination of expositive approaches with simulated practice. The course’s project is aimed to develop student’s technical skills as well as their ability to perform teamwork.

Courses