| Code: | LRE1536 | Acronym: | MKT |
| Teaching Area: | Marketing |
| Acronym | Study plan | Curriculum Years | ECTS | Contact hours | Total Hours |
|---|---|---|---|---|---|
| LRE | Desp. n.º 20530/2009 (alterado aviso n.º9854/2012) | 3º | 6 ECTS | 60 | 160 |
| Theoretical-Practical: | 45,00 |
| Seminário: | 0,00 |
| Other: | 0,00 |
Teaching - Hours
|
DESCRIPTIVE SUMMARY OF CURRICULAR UNIT
Recognize the importance of the marketing function in a market-oriented business strategy. Marketing as the determining factor in the competitiveness of companies in a global context. Understand strategic marketing processes (segmentation, targeting and positioning). Consumer behavior as a core element in marketing strategy. The main marketing techniques and concepts of operational marketing: from marketing plan to marketing action.
OBJECTIVES AND EXPECTED LEARNING OUTCOMES
- Define the concept and activity of marketing;
- Understand the importance of diagnosis for strategic marketing;
- Adopt strategic thinking in the context of marketing;
- Understand controllable marketing variables and how to manage them;
- To develop an understanding and capacity of decision-making in the face of real marketing problems;
- Understand industry specifics of marketing.
SKILLS TO BE DEVELOPED
With this curricular unit it is intended to provide students with skills conducive to:
- Mastering the concept of Marketing and its contribution to companies / organizations;
- Understand the evolutionary perspective and the implications of Marketing;
- Know the decision and purchase process and the main factors that influence consumer behavior;
- Understand the segmentation of the consumer market;
- Understanding the positioning as a Marketing strategy;
- Develop and relate Marketing-Mix variables;
- Understand the elaboration of a Marketing plan;
- Apply strategic and tactical specificities in the field of sectorial marketing.
Chapter 1 - Introduction to marketing study
1.1 Concept and importance of marketing
1.2 Evolution of the concept of marketing: from the era of production to the age of relationship marketing
1.3 Diversification of marketing areas
1.4 Market research and consumer behavior
1.5 Recent Marketing Trends
Chapter 2 - Targeting, Targeting, and Positioning
2.1 Segmentation, Targeting and Market Positioning
2.2 Targeting and targeting process and criteria
2.3 Strategic Positioning
2.4 Positioning Definition Steps
Chapter 3 - Marketing-mix management
3.1 The marketing-mix
3.2 Product and service management
3.3 Price Management
3.4 Management Distribution
3.5 Communication Management
Chapter 4 - The Marketing Plan
4.1 Environmental diagnosis and analysis (models and analysis tools)
4.2 Strategic Marketing
4.3 Operational Marketing
4.4 Monitoring and Evaluation
Chapter 5 - Sectorial Marketing
5.1 Fundamentals of Social Marketing
5.2 Fundamentals of Tourism Marketing
5.3 Fundamentals of Digital Marketing
- The objective "Defining marketing concept and activity" will be achieved with the programmatic contents set out in Chapter 1;
- The objective "Understanding the importance of diagnostics for strategic marketing" will be achieved with the programmatic content set out in Chapters 1 and 4;
- The objective "To adopt strategic thinking in the context of marketing" will be achieved with the programmatic content embodied in Chapter 2;
- The objective "Understanding controllable marketing variables and how to manage them" will be achieved with the programmatic content set out in Chapters 3 and 4;
- The objective "Developing an understanding and decision-making capacity in the face of real marketing problems" will be achieved with the programmatic content set out in Chapter 4;
- The objective "Understanding marketing sector specificities" will be achieved with the programmatic content set out in Chapter 5.
| Bruno Ferreira; Humberto Marques; Joaquim Caetano; Luís Rasquilha; Miguel Rodrigues;Fundamentos de Marketing, Edições Sílabo, 2015. ISBN: 978-972-618-812-4 (3ª Edição) |
| Jacques Lendrevie; Julien Lévy; Pedro Dionísio; Joaquim Vicente Rodrigues;Mercator da Língua Portuguesa - Teoria e Prática do Marketing, D. Quixote, 2015. ISBN: 9-789722-056403 (16ª Edição) |
| Paulo Ferreira; Dora Agapito;Manual de Gestão de Marketing - da Teoria à Ação, Sílabas e Desafios, 2017. ISBN: 9-789898-842145 |
| Joaquim Caetano; Luís Rasquilha;Gestão de Marketing, Escolar Editora, 2010. ISBN: 9-789725-922859 |
Theoretical classes: The use of the expository method, for the introduction of the theoretical concepts and the interrogative method for the reflection on the contents. Practical classes: Use of active methods using practical work. Tutorial follow-up of students. Students can be assessed through continuous assessment or final exam.
Avaliação distribuída com exame final
| Description | Type | Time (hours) | Conclusion Date |
|---|---|---|---|
| Attendance (estimated) | Lessons | 45 | |
| Others | Participação Presencial | 12 | |
| Assessment | Teste/Exame | 3 | |
| Seminars | Participação Presencial | 3 | |
| Group and Individual Works | Projectos | 20 | |
| Autonomous Study | Teste/Exame | 77 | |
| Total: | 160 |
- Written Test I: 30%
- Written Test II: 30%
- Group Work: 20% (15% Work and 5% Presentation)
-Individual Work (Critical Review of scientific article - ABI Research / INFORM and delivery via ISAG e-Learning Platform): 20%
Under the terms of the Bachelor's Regulation:
1. The students' attendance in classes will be recorded and, if the number of absences per student exceeds 30% of the total number of lessons scheduled for each course unit, the student will be automatically transferred to the final evaluation (regular season).
2. In the written tests and other assessment elements mentioned in paragraph 2 of Art. 39 it is necessary to obtain a minimum grade of 7.5 (seven point five) points.
3. If the student misses a test or receives a grade lower than 7.5 points in the tests or in another assessment element mentioned in the previous number, the student will be automatically transferred to the final evaluation (regular season).
4. If the student misses or obtains less than 7.5 in the second written test, held in the same date of the final exam in the regular season, they may apply for further evaluation in the Appeal season.
- Exam (Written Test): 100%
Note: Practical or theoretical work can also be considered, with a weighting corresponding to half that considered in the context of continuous assessment. To this end, the student should communicate this intention to the teacher through the completion of a form that is made available by the teacher at the moment of the written test.
1 - Group work - the work referenced corresponds to the structuring of a Marketing Plan, based on the contents of the classes and a script provided by the teacher. The resulting output will be a document composed of analytical, strategic and tactical aspects, against a certain business context. The company to study may be suggested by the students or recommended by the teacher.
2 - Individual Work: Critical Review of a Scientific Article (researched at the ABI / INFORM and submitted through the ISAG e-Learning Platform)
In accordance with the Regulation of the course.
In accordance with the Regulation of the course.
Classes foster a critical and self-critical sense, as well as the practice of an ethical attitude in personal and professional terms. By promoting the development, exposure and critical discussion of cases and exercises, the reinforcement of analytical capacities is encouraged. Participation in classes and presentation and defense of individual and group work allow the development of oral and written communication skills. In addition, students acquire diverse skills, such as: prioritization, teamwork, ability to identify and solve problems; organize, plan and schedule tasks; have a spirit of initiative; knowledge (theoretical, technical and operational).
With regard to the scientific research competencies, the objective is familiarization with research terminology in Marketing; selection and collection of information; bibliographic research; identification and reference of the sources of information used; critical analysis and synthesis of information.With regard to the scientific research competencies, the objective is familiarization with research terminology in Marketing; selection and collection of information; bibliographic research; identification and reference of the sources of information used; critical analysis and synthesis of information.