Class Introduction to Marketing

The curricular unit Introduction to Marketing provides students with a comprehensive overview of the main concepts, tools, and practices of marketing. It combines theoretical foundations with practical applications in the field of Communication Sciences, enabling students to understand consumer behavior, organizational challenges, and the importance of marketing in today’s digital environment. This course equips students to critically analyze trends, identify market opportunities, and apply fundamental marketing principles to business and communication contexts.

Not applicable

Introduction to Marketing Concepts, history, and ethics. Marketing Environment Macroenvironment Microenvironment Segmentation, Targeting and Positioning (STP) Marketing Objectives and Strategies Introduction to digital marketing Introduction to AI in marketing Marketing Mix (7 P’s) Product Price Place Promotion Services

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.

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