Marketing
Code
100080
Academic unit
NOVA Information Management School
Credits
4.0
Teacher in charge
Guilherme Hidalgo Barata Martins Victorino
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Objectives
Present the main concepts of the theory and practice of marketing
Explain the role of marketing in organizations and the problems encountered by managers
Explore the key aspects in the formulation of a marketing plan
Build Marketing planning capacities in students through the development of a marketing plan
Improve students' ability to analyze situations and develop marketing recommendations
Improve the student's ability to be selective in the analysis of information needed for decision making in marketing
Develop skills in students important for its good performance in top positions, such as the ability to communicate, work in groups and present results
Prerequisites
not applicable
Subject matter
- Marketing and Marketing processes
- Organizational mission, objectives and strategy
- Internal and external analysis, SWOT analysis.
- The strategic triangle: Segmentation, Targeting, and Positioning.
- The Marketing Mix
- Employment and Career opportunities in marketing
Bibliography
Kotler,P., Armstrong,G., Wong, V., and John Saunders (2008), Principles of Marketing, 5th European edition, Prentice Hall; Lendrevie, L. Dionisio, R (2004), Mercator XXI: Teoria e Prática de Marketing, Edições Don Quixote.; Wood, M. B. (2007), The Marketing Plan Handbook, 4th edition, Prentice Hall; 0; 0
Teaching method
The course is based on theoretical and practical lessons. The practical part is focused on the design and development of case studies and practical work. Importance will be attached to the group work to foster structured academic discussion and experience sharing.
Evaluation method
EVALUATION:
Group work (3 or 4 elements): 40% [Discipline includes a project that requires the development of a marketing plan, to be presented by the group at the end of the semester]
Final Exam: 50% [Minimum score of 8 points]
Discussion CASE STUDIES: 10%
This component includes the presence of students in the classroom and the quality of their participation.