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       6.5. Service

  The primary methodology used in the course is Project-Based Learning. It fosters the integration of knowledge, skill development, and real-world problem-solving through projects linked to the syllabus. It relies on collaboration, engagement, and the active participation of both students and instructors, enabling the monitoring and assessment of learning outcomes and acquired competencies.   This core methodology is further complemented by case studies, structured debates, gamification, design thinking, and escape room activities. To complement the coursework, four two-hour mentoring sessions are held at times to be determined. These sessions are supplementary to the regular classes. Students are guided to apply the theoretical concepts presented in the classroom to a practical case study involving a Portuguese company.  

Kotler, P., Keller, K. e Chervev, A. (2024). Administração de Marketing, 16th Edição, Pearson Education Brasil. Baynast, A., Lendrevie, J., Levy, J., Dionísio, P., Rodrigues, V. (2021). Mercator 25 Anos - O Marketing na Era Digital, 18ª Edição. Dionísio, P., Rodrigues, V., Guerreiro, J., Canhoto, R. e Faria, H. (2024). AI_INOVATOR - Marketing na era da inteligência artificial e da sustentabilidade, Bertrand Editora.  Kotler, P., Pfoertsch, W., Sponholz, U. e Bedendio, M. (2024). Marketing H2H: A jornada para o marketing human to human, Benvira, Brasil.