ISLA Santarém 11664

Marketing Principles

• ApresentaçãoPresentation

  The curricular unit Principles of Marketing introduces students to the theoretical and practical foundations of marketing, essential for understanding market behaviour and supporting strategic decision-making. It addresses the marketing environment, market agents, market research, segmentation, and offer positioning. It also explores the variables of the marketing mix (product, price, distribution, and communication), as well as the specificities of services, public sector, and non-profit marketing. As an introductory and foundational subject, this unit provides the core conceptual framework necessary for developing applied skills in future curricular units and professional contexts related to marketing and digital communication.
• ProgramaProgramme

  The objectives of the curricular unit are as follows: To understand the basic concepts of marketing. To examine marketing as a business function and explore its various approaches.  2.1 The mindset, techniques, and models of marketing.  2.2 Organisational structures of the marketing function. To explore strategic marketing – the marketing plan and external and internal analytical models. To analyse operational marketing – the product mix and the services mix. To distinguish between B2B and B2C marketing. To identify new trends and applications in marketing.
• ObjectivosObjectives

  The objectives of the curricular unit are as follows: To introduce the basic concepts of marketing; To characterise the role of marketing within organisations; To identify key attitudes, techniques, and models in marketing; To present the fundamental concepts of operational marketing – including the product and service mix; To characterise e-marketing in its various dimensions; To present emerging trends and applications in marketing. By the end of the curricular unit, students should be able to: Discuss the main concepts of marketing; Analyse and assess the company’s market position from a marketing perspective; Critically discuss new trends in marketing.
• 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

  The curricular unit adopts innovative methodologies that promote active, student-centred learning, focused on solving real-world problems. Strategies such as Problem-Based Learning (PBL) and Project-Based Learning are applied through a transversal group project. The flipped classroom model enables students to explore content in advance, allowing classroom time to be used for discussion and practical application. Additional techniques include case studies, simulations, guided debates, and gamification, fostering critical thinking, collaboration, and motivation. These methodologies are supported by the Moodle platform and are fully aligned with the competences outlined in the curricular unit description.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

  Exemplo:

  Descrição	Data limite	Ponderação
  Frequência		40%
  Trabalho/Projecto		60%