ISLA Santarém 11664

Marketing Principles

• ApresentaçãoPresentation

  The Principles of Marketing curricular unit introduces the conceptual and operational foundations of Marketing, providing students with a structured basis for understanding markets, consumers and value creation. Within the Higher Professional Technical Course in Digital Marketing and Electronic Commerce, the unit connects core Marketing principles with the contemporary challenges of business activity in digital and competitive environments. Its scope includes the analysis of the environment, markets and consumer behaviour, as well as segmentation, positioning, the definition of objectives and strategies, and the integration of marketing-mix variables. The unit therefore plays a transversal role in the study programme, preparing students to apply Marketing concepts and tools to problem analysis and to the design of market-oriented solutions.
• ProgramaProgramme

  Introduction to Marketing Marketing and the environment The market Consumer behaviour SWOT analysis Segmentation Positioning Marketing objectives and strategies Marketing mix Marketing plan
• ObjectivosObjectives

  By the end of the curricular unit, students should be able to: Identify and analyse environmental factors that influence marketing activity. Understand the fundamental concepts of marketing and its main theoretical frameworks. Recognise and assess the impact of recent changes in the development and practice of marketing. Identify the main variables of the marketing mix and understand their interrelationships. Develop the knowledge and skills required to manage the marketing function. Apply theoretical knowledge and marketing tools to the analysis and resolution of problems likely to arise in real-world contexts. Analyse scenarios involving obstacles, difficulties and problems, identifying appropriate approaches to overcome them.
• BibliografiaBibliography

  Aaker, D. (2005). Strategic market management (7ª ed). John Wiley & Sons, NY. Bingham JR, F., et all (2005)   Business marketing (3ª ed), McGraw-Hill, NY.   Détrie, J.P. (2000). Strategor (3ª ed), D. Quixote, Lisboa.   Farris, paul; Bendle, N. & Pfeifer, P. (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition). Person, NY   Kotler, P. (2002). Marketing Management. Prentice-hall, 11ª ed., NY   Pride, W. & Ferrel (2013). Marketing 2014. South-Western Cengage. Mason
• MetodologiaMethodology

  The teaching and learning methodologies adopt an active, participatory and contextualised approach, combining dialogic exposition and questioning with case analysis, problem solving and applied exercises. Students undertake individual and group activities aimed at applying Marketing concepts and tools to business and market situations. The presentation and discussion of assignments foster argumentation, communication, critical reflection and collaborative learning. Formative feedback is used to support learning progression. Whenever pedagogically appropriate, digital and Generative AI tools are used in a guided manner and in accordance with institutional rules, promoting transparency, source verification and the ethical use of information.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Descrição	Data limite	Ponderação
  Avaliação teórica (frequência)		45%
  Trabalho aplicado em grupo - elaboração, apresentação e defesa		45%
  Realização de exercícios aplicados em aula		10%