ISLA Santarém 7032

Introduction to Marketing

• ApresentaçãoPresentation

  The course presents the basic and operational concepts of marketing, characterizes its role in organizations, identifies attitudes, techniques, and models, analyzes the marketing mix (product, price, distribution, communication), and discusses new trends, allowing students to gain perspective on the company's position in the market.  
• ProgramaProgramme

  1. Basic concepts about marketing 2. Marketing as a business function and the various approaches 2.1. The attitude, techniques and marketing models 2.2. Forms of organization of the marketing function 3. The strategic marketing - The plan and the external and internal analytical models 4. The operational marketing - The product mix and service mix 5. The marketing B2B and B2C 6. New trends and applications of marketing
• ObjectivosObjectives

  O1. Present the basic concepts of marketing. O2. Characterize the role of marketing in organizations. O3. Identify marketing attitudes, techniques, and models. O4. Present the fundamental concepts of operational marketing—the product and service mix. O5. Present new trends and applications in marketing. O6. Analyze and assess the company's position in terms of marketing. 07. Distinguish and combine the variables of the marketing mix. 08. Discuss new trends in marketing.
• BibliografiaBibliography

  Clow and Baack (2021). Integrated Advertising, Promotion, and Marketing Communications. Pearson Education Limited. Kotler, P. e Kartajaya, H. e Setiawan, I. (2021). Marketing 5.0 - Tecnologia para a humanidade. Lisboa: Actual Kotler, Philip, Gary Armstrong, and Sridhar Balasubramanian (2023). Principles of Marketing. 19th Ed. Pearson. Pride, W. M., & Ferrell, O. C. (2024). Marketing (21st ed.). Cengage Learning.
• MetodologiaMethodology

  In person: 1. Theoretical/practical classes: exposition of concepts, discussion and application of programme contents in various contexts. 2. PBL Problem/Project-based learning Autonomous: 3. Consolidation of the contents taught in class by researching additional information on the different themes and contents covered and developing complementary work.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Avaliação curricular (contínua):
  A avaliação curricular é composta pela realização de um trabalho de grupo e um teste, em que são aplicados os principais conteúdos programáticos.
  Fórmula de cálculo:
  - TP (Trabalho de Pesquisa) - 40%
  - T (Teste) – 60%
  Todos os estudantes que neste regime de avaliação tenham obtido média inferior a 9,50 valores são avaliados em avaliação final.
  Avaliação final:
  Nas épocas normal, de recurso e especial a avaliação será orientada pelos mesmos objetivos e baseia-se num exame (100%) integrando a componente teórica e a componente prática da unidade curricular.