filmeu

Class Theory of Marketing

  • Presentation

    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.

  • Code

    Code

    ULHT168-1676
  • Syllabus

    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

    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.

  • References

    References

    Kotler, P. e Keller, K. (2019). Marketing Administration, 15th Edição, Pearson Education do Brasil.

    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.

SINGLE REGISTRATION
Cookie Policy
This site uses cookies to offer you a better browsing experience.
Accept
Lisboa 2020 Portugal 2020 Small Logo EU small Logo PRR republica 150x50 Logo UE Financed Provedor do Estudante Livro de reclamaões Elogios