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ISLA Santarém 7032

Introduction to Marketing

Commercial Management
  • ApresentaçãoPresentation
    Fundamental UC within the scope of the Commercial Management degree, providing essential elements for understanding marketing and its application in company markets.
  • 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
    Goals: O1. Presenting the basics of marketing; O2. Characterize the role of marketing in organizations, O3. Identify the attitudes, techniques and marketing models; O4. Present the fundamental concepts of operational marketing - the mix of product and service; O5. Characterize the e-marketing in its various aspects; O6. Presenting new trends and applications of marketing. Aptitudes and Competences: C1. Discuss the main marketing concepts; C2. Analyze and perspective the company's position in terms of marketing; C3. Discuss the new marketing trends.
  • BibliografiaBibliography
    Freire, Adriano (2008). Estratégia – Casos de Sucesso em Portugal, Lisboa, Editorial Verbo. Kotler, Philip (2008). Marketing Management – The Millenium Edition, Prentice Hall, New Jersey. Lindon, Dennis (2011). Mercator XXI - Teoria e Prática do Marketing, Dom Quixote. Ferreira, Bruno et. al., (2012). Fundamentos de Marketing, Edições Sílabo  
  • 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
    7
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não
  • AvaliaçãoEvaluation

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