Descriptive summary of the curricular unit The Marketing curricular unit aims to describe and characterize the marketing concepts and methods applied to the activity of companies operating in the several sectors of activity and to equip students with the skills that allow them to understand and deal with the challenges posed by products and services. It will cover aspects of a transversal nature to the Marketing area, such as the evolution of the concept, segmentation and positioning, consumer satisfaction and loyalty, relational marketing, marketing plan, ethics and social responsibility in marketing, marketing-mix management, among other concepts.
Objectives and expected learning outcomes - Defining the marketing concept and activity - Understanding the importance of diagnosis for strategic marketing - Adopting strategic thinking in the context of marketing - Understanding controllable marketing variables and how to manage them - Developing an understanding and the capacity for decision-making in what concerns real marketing problems
Skills to be developed With this curricular unit it is intended to provide the students with generic and specific skills that will help them enrich their academic career and enter the world of work. Students are expected to develop the following generic competences: critical thinking, teamwork, ability to generate new ideas, ability to adapt to new situations, ability to do research, to express ideas and to apply knowledge in practice. It is also intended that students acquire specific skills, such as: - Basic skills to obtain solid knowledge related to marketing and customer relationships; - Understanding the specifics of marketing and the evolution of the concept; - Understanding the dynamics and functioning of markets and the adequacy of marketing tools to companies operating in different sectors of activity; - Developing an understanding and a decision-making capacity regarding real marketing problems; - Recognizing the specificities of the services and their consequences for management and marketing; - Understanding some of the recent trends in the marketing area.
Programme
Chapter 1 - Introduction to the marketing concept 1.1 The marketing concept and importance 1.2 The evolution of the marketing concept: from the production era to the relationship marketing era 1.3 Recent approaches: experiential marketing 1.4 From market research to consumer research 1.5 Ethics and social responsibility in marketing
Chapter 2 - Segmentation, Targeting, and Positioning 2.1 Segmentation, Targeting and Market Positioning 2.2. Segmentation process and criteria 2.3. Strategic positioning 2.4. Stages of the Positioning definition 2.5. Differentiation factors
Chapter 3 - Marketing-mix management 3.1. The marketing-mix 3.2. Product and service management 3.2.1. Marketing strategies and the product life cycle 3.2.2. Process of adoption of new products 3.2.3. Product mix 3.2.4. Product levels 3.2.5. Range of Policies and Product lines 3.2.6. Branding and the brand triangle 3.2.7. Brand awareness 3.3. Price Management 3.3.1. Price objectives 3.3.2 Pricing strategies 3.3.3. Competitive dynamics and response to price changes 3.4. Distribution channels 3.4.1. Channel nature and selection 3.4.2. Channel management 3.4.3. e-Business and e-Commerce 3.5. Integrated Marketing Communication 3.5.1. The communication process 3.5.2. The Communication Mix 3.5.3. Elaboration of a Communication Plan
Chapter 4 - Environmental Diagnosis and Analysis 4.1. Marketing plan 4.2. External analysis 4.3. Internal analysis 4.4. Analysis models 4.5. Marketing evaluation and control Chapter 5 - Recent Marketing Trends 5.1 The concept of services: characteristics and new approaches 5.2 From Marketing 1.0 to Marketing 4.0 5.3 The concept of Blended Marketing 5.4. Other trends
Main literature
Kotler, P. & Armstrong, G. ;Principles of Marketing , Pearson, 2011
Lendrevie, J., Lévy, J., Dionísio, P. & Rodrigues, J. V. ;Mercator da Língua Portuguesa - Teoria e Prática do Marketing, D. Quixote, 2015
Supplementary Bibliography
Dionísio, P., Rodrigues, J. V., Faria, H., Canhoto, R. & Nunes, R. C. ;B-Mercator, , D. Quixote, 2009
Kotler, P.;Marketing para o século XXI, Editorial Presença, 2009
Kotler, P., Kartajaya, H., & Setiawan, I.;Marketing 3.0: dos produtos e consumidor até ao espírito humano, Actual, 2010
Masterson, R. & Pickton, D. ;Marketing: An Introduction., SAGE Publications, 2014
Tavares, V. ;Gestão de Marcas, Escolar Editora., 2015
Vaz, C. A.;Os 8 Ps do marketing digital: o seu guia estratégico de marketing digital, Novatec Editora, 2011
Learning Methods
Presentation of marketing concepts and tools Real case studies Contents application/review exercises Visualization of videos / documentaries related to the contents taught
Assessment Components
Avaliação distribuída com exame final
Continuous Assessment
Continuous evaluation includes 2 written tests (30% + 30%), a group-work (30%) developed in groups of 3 to be presented orally by each member (5%) and the participation in the activities developed / proposed in classes (5%).
Under the terms of the Graduation Regulation:
1. The presence of the students in classes will be registered and, if the number of absences per student exceeds 30% of the total number of contact sessions provided for each curricular unit, the student will automatically be transferred to final evaluation.
2. In the written tests and in the evaluation elements referred to in points b) to e) of paragraph 2 of Article 39 it is necessary to obtain a minimum mark of 7.5 (seven point five).
3. If the student is absent or has a mark lower than 7.5 points in the tests or in the evaluation elements referred to in the previous number, he/she will be automatically transferred to final evaluation.
4. If the student is absent or obtains a mark lower than 7.5 points in the second written test (held on the same date as the final written test of the normal time), he/she may apply for recourse evaluation.
Final Exam
The final evaluation consists of 1 written exam (100%).
Practical or theoretical work may also be considered, with a weighting corresponding to half of that considered in the scope of the continuous assessment, provided that the student communicates such intention to the lecturer, through the completion of a specific form to be made available by the teacher at the time of the realization of the exam.