ISLA Santarém 11664

Marketing Principles

• ApresentaçãoPresentation

  The curricular unit Principles of Marketing introduces students to the theoretical and practical foundations of Marketing, highlighting its relevance to market management and development within the context of international business. It encompasses the study of the marketing environment, market agents, and key sources of information for strategic analysis and decision-making. It covers activities such as segmentation, differentiation, and positioning, as well as the marketing-mix policies (Product, Price, Place, and Promotion), while addressing the specificities of services marketing, public sector marketing, and marketing for non-profit organisations. This unit plays a foundational role within the study programme, equipping students with essential competences to understand, design, and implement marketing strategies tailored to the demands of international commerce and management, and preparing them for more advanced and specialised units.
• ProgramaProgramme

  Marketing framework – Fundamental concepts, evolution, technologies, and the organisation of the marketing function. The global market and the marketing environment – The marketing environment. The market. Competitor analysis. Consumer and business markets. The marketing information system – Market research: key concepts, methodology, data collection instruments, and types of research. Market segmentation and offer positioning – General segmentation process. B2C and B2B segmentation criteria. Differentiation and positioning. The marketing mix – Product. Price. Distribution. Communication mix. Services, public, and non-profit marketing – Services marketing. Public sector marketing. Marketing for non-profit organisations. Strategic marketing planning – Corporate policy and situational analysis. Planning the marketing strategy.
• ObjectivosObjectives

  To identify and explain the role of marketing in business management and market development. To identify, monitor, and analyse the key forces of the marketing environment and the agents operating within the market. To identify essential sources and tools of information for market analysis. To distinguish between consumer markets and business markets. To develop activities related to market segmentation, differentiation, and the positioning of the offer. To identify and apply the variables of the marketing mix, including product, pricing, distribution, and communication policies. To recognise the specific characteristics of marketing as applied to services, the public sector, and non-profit organisations. To understand and implement the strategic marketing process, including its main phases and components.
• 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

  The innovative methodologies adopted in this curricular unit aim to foster active, student-centred learning. Approaches such as Problem-Based Learning will encourage the resolution of real-world problems, while the Flipped Classroom model invites students to engage with course materials prior to face-to-face sessions, allowing for more effective use of classroom time. Case Studies will be employed to apply theoretical concepts to concrete situations, and Gamification strategies will be used to enhance motivation and engagement. A Project-Based Learning approach will support the development of practical skills through the completion of a group project. Classes will be held in person, with supplementary access to the Moodle learning platform.
• 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%
  Projecto/Trabalho		60%

   

  Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...