Class Theory of Marketing

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.

Not applicable

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 

Video and research in the classroom.

Kotler, P., Keller, K. e Chernev, A. (2024). Administração de Marketing, 16th Edição, Pearson Education do Brasil.  Baynast, A., Lendrevie, J.; Le¿vy, J., D.; Dionísio, P. e Rodrigues, V. (2021). Mercator 25 Anos - O Marketing na Era Digital. 18a Edição, Publicac¿o¿es D. Quixote.  Kotler, P., Pfoertsch, W., Sponholz, U. e Bedendio, M. (2024), Marketing H2H: A Jornada para o Marketing Human to Human, Benvira, Brasil. Dionísio, P.; Rodrigues, V.; Guerreiro, J.; Canhoto, R. e Faria, H. (2024), AI_NOVATOR - Marketing na era da inteligência artificial e da sustentabilidade, Bertrand Editora.