Marketing Workshop

Presentation

The present curricular unit deals with the understanding of practical processes of planning of actions of conventional or digital marketing as well as practical workshops of organization of events and management of partnerships.

Programme

Applied Communication

Level of Qualification|Semesters|ECTS

| Semestral | 6

Year | Type of course unit | Language

3 |Mandatory |Português

Code

ULP1652-1754

Recommended complementary curricular units

Marketing Fundamentals

Operational Marketing

Strategic Marketing

Professional Internship

Não

Syllabus

1- New practices, applications and current trends

- Tourism marketing

- Territorial marketing

- Marketing of public services

- Sports Marketing

- Marketing for non-profit organizations

- Tribal Marketing

- Green Marketing

- Children's Marketing

- Guerrilla Marketing

- Other marketing trends

2 - Practical workshops

Objectives

1. Identify and understand the new marketing paradigms;

2. Apply marketing techniques to different contexts and sectors;

3. Recognize, understand and apply the latest marketing trends.

Teaching methodologies and assessment

Classes taught in theoretical and practical environment with monitoring of the group work developed during the semester.

1. Continuous Assessment

- Final Pitch (40%)
- Practical Activity / Thematic Pitch (60%) - biweekly presentations

2. Final Evaluation

Students who are unsuccessful in continuous assessment may take exams at evaluation times defined by the institution.

References

BRITO, C. & LENCASTRE, P. (2014). Novos Horizontes do Marketing. Alfragide: Publicac¿o¿es Dom Quixote. ISBN: 978972-20-5408-9

EGAN, J. (2011). Relationship Marketing ¿ Exploring relational strategies in marketing (4th Ed). Prentice Hall ¿ Financial Times. ISBN: 978-0-273-73778-0

KOTLER, P. , & LEE N. (2007). Marketing in the Public Sector: a roadmap for improved performance. Pearson Education . ISBN: 978-0-13-1875159

SÁ, C. & SÁ, D. (2009) Marketing Para Desporto - Um Jogo Empresarial. Edições I.P.A.M

SARGEANT, A. (2009). Marketing Management for Non Profit Organizations (3rd Ed). Oxford University Press. ISBN: 978-0-19-923615-2 

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