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Presentation
Presentation
This course introduces students to fundamental marketing concepts and strategic marketing so that they can develop marketing analysis skills, formulate strategies and implement marketing programs
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Master Degree | Semestral | 7.5
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULP6612-11341
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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
C1. Understanding marketing C2. Marketing diagnosis C3. STP C4. Marketing mix C5. Marketing plan
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Objectives
Objectives
O1. Learn the definition and scope of marketing O2. Acquire knowledge of marketing management concepts and techniques, developing skills in analyzing markets, formulating strategies and implementing marketing programs
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Teaching methodologies and assessment
Teaching methodologies and assessment
Case studies
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References
References
Baynast, A.; Lendrevie, J.; Lévy, J.; Dionísio, P. & Rodrigues, V. (2021). Mercator 25 anos - o marketing na era digital. (18ª ed.). Lisboa. Dom Quixote. Moraes- Sarmento, E.; Abranja, N.; Carvalho, R. Vitorino (2022). Plano de marketing e marketing digital na hotelaria e turismo. Lisboa. Lidel Kotler, P., Setiawan, I., & Kartajaya, H. (2024). *Marketing 6.0: O futuro é imersivo*. Actual Editora. Kotler, P., Setiawan, I., & Kartajaya, H. (2021). *Marketing 5.0: Tecnologia para a humanidade*. Actual Editora. Kotler, P., Kartajaya, H., & Setiawan, I. (2016). *Marketing 4.0: Moving from traditional to digital*. John Wiley & Sons.
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Office Hours
Office Hours
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Mobility
Mobility
No
