ISLA Santarém 11664

Marketing Principles

• ApresentaçãoPresentation

  The Principles of Marketing curricular unit provides a conceptual and operational foundation for understanding markets, consumers and value-creation processes. Within the Higher Professional Technical Course in International Business Management, it plays a structuring role by introducing the fundamentals of Marketing and their application to the analysis of the business environment, markets and consumer behaviour, as well as to segmentation, positioning, the definition of objectives and strategies, and the integration of the marketing mix. The unit prepares students to interpret national and international business contexts, identify market opportunities and support customer-oriented decisions, providing an essential foundation for subsequent learning in Marketing for International Business, market research, sales and internationalisation.
• ProgramaProgramme

  The syllabus is organised in a progressive sequence that enables students to understand the foundations of Marketing and their application in organisational and market contexts. The curricular unit includes: 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

  Ferreira, Bruno et. al (2021). Fundamentos de Marketing, Edições Sílabo. Kotler, P., & Keller, K. (2011). Marketing Management (14th Ed). NY: Prentice Hall Upper Saddle River Lindon, Dennis (2014). Mercator XXI - Teoria e Prática do Marketing, Dom Quixote. Zeithaml, V. , & Bitner, M. (2014). Marketing de Serviços: a Empresa com Foco no Cliente. Porto Alegre: Bookman
• MetodologiaMethodology

  eaching and learning methodologies adopt an active, participatory and contextualised approach, combining dialogic exposition and questioning with case analysis, problem solving and applied exercises related to business and international contexts. Students undertake individual and collaborative activities aimed at interpreting markets, consumers and marketing decisions across different economic and cultural settings. The discussion of problem-based situations, presentation of proposals and formative feedback foster critical thinking, argumentation, autonomy and the transfer of knowledge to professional practice. Whenever pedagogically appropriate, digital and Generative AI tools are used in a guided, ethical and transparent manner, supporting research, source validation and evidence-based decision-making.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

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