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Presentation
Presentation
The Marketing course aims to introduce students to one of the main companies' functional areas and discuss marketing from management's point of view. The course provides students with a comprehensive view of the concepts that guide this scientific area, how marketing is holistically inserted in different functional areas, and how it can affect the companies' performance. It also provides a theoretical and practical foundation in which students can understand and discuss current marketing topics. This course is intended to facilitate critical thinking about ethical, corporate social responsibility, and sustainability issues and their importance when thinking about a marketing plan.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Master Degree | Trimestral | 5
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULHT461-2581
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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
Content description:
S1. Business and marketing environment.
S2. Fundamentals, essential concepts, and elements that form marketing.
S3. Consumer behavior and the purchase decision process.
S4. Marketing information systems and marketing research.
S5. Marketing strategies.
S6. Contemporary marketing: the state of the art.
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Objectives
Objectives
LG1 - Identify trends in the business and the marketing environment.
LG2 - Dominate the fundamentals, essential concepts, and elements that compound marketing.
LG3 - Understand the consumers' behavior and their purchase decision process.
LG4 - Know information systems and marketing research tools.
LG5 - Develop marketing strategies and establish priorities, aiming at sustainable competitive advantages.
LG6 - Design a marketing strategy for products or services, including steps and contents of the marketing plan.
LG7 - Understand the state of the art in marketing science and practice.
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Teaching methodologies and assessment
Teaching methodologies and assessment
TM1. Theoretical exposition of the syllabus (S).
TM2. Analysis and discussion of papers in the classroom.
TM3. Paper or assignments presentation in seminars.
TM4. Written test formed by analytical questions about the S.
Course rubric:
Paper/assignment presentations in seminars (60%).
Written test (40%).
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References
References
Engel, J. F., Blackwell, R. D. & Miniard, P. W. (2013). Comportamento do consumidor. São Paulo: Cengage Learning.
Kotler, P., Keller, K. L. (2013). Administração de marketing. 12 ed., São Paulo: Pearson Prentice Hall.
Malhotra, N. (2001). Pesquisa de Marketing: uma orientação aplicada. 3 ed., Porto Alegre: Bookman.
Ferrell, O. C., Hartline, M., & Hochstein, B. W. (2021). Marketing strategy. Cengage Learning.
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Office Hours
Office Hours
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Mobility
Mobility
No