ISLA Santarém 11664

Marketing Principles

• ApresentaçãoPresentation

  The Marketing Principles course unit is part of the Commercial and Sales Management area, covering marketing fundamentals, from market analysis to strategy implementation. Its scope includes market segmentation, the marketing mix, and strategic planning. Essential in the study program, it equips students with the knowledge and skills to understand and apply key marketing concepts, preparing them for real-world challenges in the business and commercial sectors.
• ProgramaProgramme

  1. Marketing Framework Fundamental concepts, evolution, technologies, and function organization. 2. Description of the Global Market and Marketing Environment Marketing environment. Market. Competition analysis. Consumer and business markets. 3. Marketing Information System Market research: concepts, methodology, data collection tools, and types. 4. Market Segmentation and Offer Positioning General segmentation process. B2C and B2B segmentation criteria. Differentiation and positioning. 5. The Marketing Mix Product. Price. Distribution. Communication mix. 6. Services, Public, and Non-Profit Marketing Services marketing. Public sector marketing. Non-profit organization marketing. 7. Strategic Marketing Planning Business policy and situation analysis. Marketing strategy planning.
• ObjectivosObjectives

  The objectives of the course unit are: -Identify and explain the role of marketing in management and market development. -Identify, assess, and analyze the main environmental forces and market agents. -Identify essential sources and tools for market analysis. -Distinguish between the consumer market and the business market. -Develop market segmentation, differentiation, and positioning activities. -Identify and develop marketing mix variables like product, pricing, distribution, and communication policies. -Recognize the specificities of marketing applied to services, the public sector, and non-profit organizations. -Recognize and apply the strategic marketing process and its main phases and components.
• BibliografiaBibliography

  Ferreira, Bruno et. al (2012). Fundamentos de Marketing, Edições Sílabo. Kotler, P., & Keller, K. (2011). Marketing Management (14th Ed). NY: Prentice Hall Upper Saddle River Lindon, Dennis (2011). Mercator XXI - Teoria e Prática do Marketing, Dom Quixote. Zeithaml, V. , & Bitner, M. (2003). Marketing de Serviços: a Empresa com Foco no Cliente (2ª Ed). Porto Alegre: Bookman.
• MetodologiaMethodology

  The teaching methodology will be based on active methods, such as case studies, project-based work, and flipped classroom.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não