Class Marketing

The Marketing course aims to introduce students to one of the main companies' functional areas and discuss marketing from management's point of view. The course provides students with a comprehensive view of the concepts that guide this scientific area, how marketing is holistically inserted in different functional areas, and how it can affect the companies' performance. It also provides a theoretical and practical foundation in which students can understand and discuss current marketing topics. This course is intended to facilitate critical thinking about ethical, corporate social responsibility, and sustainability issues and their importance when thinking about a marketing plan.

Content description: 

S1. Business and marketing environment.

S2. Fundamentals, essential concepts, and elements that form marketing.

S3. Consumer behavior and the purchase decision process.

S4. Marketing information systems and marketing research.

S5. Marketing strategies.

S6. Contemporary marketing: the state of the art.

TM1. Theoretical exposition of the syllabus (S).

TM2. Analysis and discussion of papers in the classroom.

TM3. Paper or assignments presentation in seminars.

TM4. Written test formed by analytical questions about the S. 

Course rubric:

Paper/assignment presentations in seminars (60%).

Written test (40%).

Engel, J. F., Blackwell, R. D. & Miniard, P. W. (2013). Comportamento do consumidor. São Paulo: Cengage Learning.

Kotler, P., Keller, K. L. (2013). Administração de marketing. 12 ed., São Paulo: Pearson Prentice Hall.

Malhotra, N. (2001). Pesquisa de Marketing: uma orientação aplicada. 3 ed., Porto Alegre: Bookman.

Ferrell, O. C., Hartline, M., & Hochstein, B. W. (2021). Marketing strategy. Cengage Learning.