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Presentation
Presentation
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.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 5
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULHT24-7032
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
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
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Objectives
Objectives
By the end of the course, students should be able to: 1. Understand the internal and external factors that influence marketing. 2. Recognize the theoretical principles and evolution of marketing. 3. Identify the impact of recent trends, including digital marketing and artificial intelligence. 4. Analyze and apply the elements of the marketing mix (7 P’s). 5. Develop critical and analytical skills to interpret marketing practices within the field of Communication Sciences.
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Teaching methodologies
Teaching methodologies
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. MENTORING During the semester, 4 (four) mentoring sessions will be available, in a distance learning format, as a space for developing transversal skills, reflection, practical application, individual follow-up, and the progressive construction of a marketing project. The mentoring sessions, with an estimated duration of 2 (two) hours each, aim to facilitate the integration between theory and practice; develop critical thinking applied to marketing; promote communication and collaboration skills; and encourage the ethical and critical use of artificial intelligence. The mentoring sessions schedule will be available on Moodle.
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References
References
Kotler, P., Armstrong, G., Harris, L. C., Balasubramanian, S., (2023). Principles of Marketing - Global Edition, 19th ed., Pearson Education 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., Kartajaya, H., Setiawan, I., (2021), Markerting 5.0 - Tecnologia para a Humanidade, Actual editora, Lisboa
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Assessment
Assessment
PT
Descrição dos instrumentos de avaliação (individuais e de grupo), testes, trabalhos práticos, relatórios, projetos... r
respetivas datas de entrega/apresentação... e ponderação na nota final.
Descrição Ponderação Estudo de caso com apresentação e discussão oral
(case study presentation with oral discussion)30% Exercícios práticos em mentoria (portfolio individual)
(practical exercises in mentoring (individual portfolio) )20% Frequência
(written test)
50%
As datas dos diversos momentos de avaliação serão comunicadas via Moodle.
Nos momentos de apresentação, não são permitidos quaisquer meios de apoio escrito (papel ou telemóvel)
apenas o suporte usado para apresentar o trabalho é permitido (apresentação em Powerpoint ou qualquer outro formato).
A calendarização dos diversos momentos de avaliação será disponibilizada no Moodle.
Uma classificação inferior a 8,5 valores no estudo de caso, ou na frequência, obriga a exame de recurso.
Em exame de recurso :
- Os alunos realizarão um exame que corresponderá a 100% da classificação final (nota mínima de aprovação de 9,5 valores).
Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento
a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito.
EN
During presentations, no written support materials (paper or cell phone) are allowed
- only the medium used to present the work is permitted (PowerPoint presentation or any other format).The schedule for the various assessment moments will be available on Moodle.
A grade lower than 8.5 points in the case study, or written test, requires a resit exam.
Resit exam:
- Students will take an exam that will account for 100% of the final grade (minimum passing grade of 9.5 points).
Additionally, general information may be included, such as references to the type of support to be provided to the student
in carrying out the work; bibliographic references and useful websites; guidelines for writing the written work...
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Mobility
Mobility
No
