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Universidade Lusófona do Porto

Marketing I


CU in the area of Management, which aims to address basic Marketing issues.

It is essential for anyone who will work in the area of Management.

The approach is practical, which is favorable to the work context.



Level of Qualification|Semesters|ECTS

| Semestral | 5

Year | Type of course unit | Language

2 |Mandatory |Português



Recommended complementary curricular units

N. A.

Professional Internship



1 - Marketing - Concept, importance, context and guidance
2 - The Market-Segmentation, environmental analysis and the consumer
3 - Variables of Marketing - The Marketing Mix
4 - Planning, control and organization
4.1 - The Marketing Plan


1 - Understand the concept of marketing, its importance, context and guidelines followed over time
2 - Understand the concept and market segmentation and know the various types and targeting criteria and the various environments in which Marketing operates
3 - Distinguish and analyze the different variables of the Marketing Mix
4 - Understand the importance of planning in marketing, control of marketing activities and the organization of services of marketing
4.1 - Learning how to prepare a Marketing Plan


Teaching methodologies and assessment

The classes consist of a theoretical part, complemented with practical analyzes. Students are encouraged to participate in the discussion of various topics and practical examples applied to the labor market are privileged.

The assessment method stipulated is continuous, which implies that each student must be assessed in terms of three elements:

  • Final test (without consultation) (45%) 
  • Pratical works (group work) (20%)
  • Marketing plan (35%)  


KOTLER, P. & KELLER, K. L. Administração de Marketing (14ª ed.). São Paulo: Pearson Education, 2012.

LINDON, D. et al. Mercator XXI ¿ Teoria e Prática do Marketing (14ª ed.). Lisboa: D. Quixote, 2011.

Office Hours

Nome do docente  

Horário de atendimento


Lara Santos


Conforme disponibilidade