Theory of Marketing

Presentation

The discipline of marketing theory allows students develop a theoretical support to the different marketing disciplines that will be taught during the degree. Provides analysis tools that give an overview of business activities but with a clear orientation to the marketing perspective.

On the other hand, it focuses on the knowledge of the consumer to perceive what moves him in his buying processes. This allows, in the future, to develop marketing activities that meet your needs and desires.

Finally, this discipline, being eminently theoretical, presents theories of different authors. Allows students to develop a critical / analytical capacity and make them able to question different approaches.

Part of this Programme

Applied Communications: Marketing, Advertising and Public Relations

Level of Qualification|Semesters|ECTS

| Semestral | 6

Year | Type of course unit | Language

1 |Mandatory |Português

Code

ULHT168-1676

Recommended complementary curricular units

The student must know mathematics and portuguese.

The acquisition of behavioral skills and knowledge in areas related to market research, publicity and public relations is recommended. It is suggested creative activities and knowledge of new technologies.

It is relevant to follow the media about the new trends in marketing and the evolution of companies in these areas.

Prerequisites and co-requisites

n/a

Professional Internship

Não

Syllabus

1. Marketing Introduction

2. Marketing and the Environment 

     2.1. Macro-environment 

     2.2. Micro-environment

3. The Market 

     3.1. Concepts and Markets

4. Segmentation, Targeting and Positioning

5. Marketing Objectives and Strategies

6. Marketing-Mix 

     6.1. Product

     6.2. Price

     6.3. Place

     6.4. Promotion 

Objectives

Present the factors that influence the marketing;

General information about marketing and its theoretical principles;

Introduce and evaluate the impact of marketing changes;

Present the marketing mix and is relationship;

Develop the knowledge and skills required to analyze marketing activities.

Teaching methodologies and assessment

Students have a theoretical exposition of the marketing program with practical exemples of the national and international market that allows their connection with business practice.

They will apply the main concepts of marketing in a work that they will develop during the semester. Theoretical classes are supported by online documentation in Moodle with scientific articles (theory), press (practice) and videos.

Students will do 2 exams (90%) and an outdoor class with a case study (10%).

References

Kotler, P. e Keller, K. (2016). Marketing Administration, 15th Edição, Pearson Education.

Baynast, A., Lendrevie, J.; Lévy, J., D.; Dionísio, P.; Rodrigues, V. (2021). Mercator 25 Anos - O Marketing na Era Digital. 18ª Edição, Publicações D. Quixote.

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