Fundamentals of Marketing

Presentation

This UC repreents the fisrt contact with the field of markting, thus being introductory and general. It intends to provide a wide perspective of marketing fundamentals, different roles of marketing, tendencies and surrounding environment.

Programme

Applied Communication

Level of Qualification|Semesters|ECTS

| Semestral | 6

Year | Type of course unit | Language

1 |Mandatory |Português

Code

ULP1652-14501

Recommended complementary curricular units

N/A

Professional Internship

Não

Syllabus

1. Introduction to the Marketing Study:
   1. Marketing concepts; 
   2. Evolution of the concept of marketing;
   3. Functions of marketing.
2. The environment of Marketing:
   1. Internal analysis (marketing resources, general resources); 
   2. External analysis (contextual environment, market analysis, competition analysis):
   3. SWOT analysis
       
3. The consumerism society:
   1. Emergency and development: the paradoxical consumer; 
   2. The consumer as an individual (motivation, learning, perception, and attitudes); 
   3. The consumer as a social being (groups, social classes and lifestyles); 
   4. The process of decision-making.
       
4. Marketing Mix: Marketing variables: product, price, distribution, communication
5. Segmentation, Targeting and positioning.
6. Relational Marketing.

Objectives

Objectives: This unit aims to provide the basic conceptual framework of marketing, in order to develop in students the ability to make decisions on key marketing variables as elements of the overall process of management of organizations.

Knowledge, abilities and skills to be acquired:

To develop in students a range of technical skills to better understanding of:

- The importance of marketing in creating value for companies;

- The market and the external environment of a company in order to understand the changing needs of its customers or consumers;

- Be able to seek and justify policies and marketing activities.

Teaching methodologies and assessment

Expository Method: Presentation of the topics included in the syllabus;

Demonstrative method: representative examples of the themes;

Participatory method : analysis of articles, group work, presentations and discussions

The evaluation will be continuous, according to the rules in ULP, including active participation in classes, workshops, case studies, group work, presentations and frequency/attendance

This system of continuous evaluation will be conducted as follows:

• Test (50%)
• Practical work (30%)
• Presentation article / case study / report of a seminar (20%)

References

• Lindon, D., Lendrevie, J. (2011). Mercator, teoria e prática do Marketing (14 ed.). Lisboa: Publicações D. Quixote.
• Kotler, P. & Kartajaya, H. & Setiwan, I. (2011). Marketing 3.0. Do produto e do consumidor até ao espírito humano. Lisboa: Actual Editora.
• Kotler, P., Keller, K. (2012) Administração de Marketing: 14a edição. São Paulo: Pearson Education.

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