Class Introduction to Marketing

  • Presentation


    The discipline of introduction of marketing allows students a general knowledge of marketing and an important theoretical support for students who choose this option in the third year. 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, the discipline joins theoretical and practical concepts, applied to communication and culture sciences. This encouraging students to develop a critical / analytical capacity to be able to question different approaches.

  • Code


  • Syllabus


    1. Marketing Introduction

    2. Marketing Environment 
        2.1. Macroenvironment
        2.2. Microenvironment

    3. Segmentation, Targeting and Positioning 

    4. Marketing Objectives and Strategies
        4.1. Digital Marketing (introduction)
        4.2. AI and Marketing (introduction)

    5. Marketing-Mix 
        5.1. Product
        5.2. Price
        5.3. Place
        5.4. Promotion
        5.5. Services (7 P's)

  • 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

    Teaching methodologies and assessment

    Active learning methodologies (eg flipped classroom and design thinking), in addition to individual and group participation in a forum, for presentation and discussion of current topics related to Marketing.

  • References


    Kotler, P., Armstrong, G., Harris, L. C., He, H. (2020). Principles of Marketing - European Edition , 8th ed., Pearson Education

    Baynast, A., Lendrevie, J.; Lévy, J., D.; Dionísio, P.; Rodrigues, V. (2018), Mercator - 25 Anos - O Marketing na Era Digital. 1ª Edição, Publicações D. Quixote.
    Kotler, P., Kartajaya, H., Setiawan, I., (2021), Markerting 5.0 - Tecnologia para a Humanidade, Actual editora, Lisboa

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