Curricular Unit:Code:
Marketing: Techniques and Strategies1111MTES
2UndergraduateCommunication Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Winter SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
This course aims to:
- promote theoretical knowledge and comprehension about Marketing and the respective techniques and strategies;
- encourage the application of knowledge in order to show a professional approach to the work developed in the marketing area;
- foster the ability to solve problems in the area of marketing and base their own arguments on the solutions they recommend
- promote skills that allow students to transmit information, ideas, and solutions in the field of Marketing.
- stimulate lifelong learning, with a high degree of autonomy in the area of marketing.
1. The Company and its surroundings
1.1 Concept Marketing
1.2 The economic and social environment of the company
1.3 Analysis of market and competition
2. Consumer Behavior
2.1 Explanatory variables of consumer behavior
2.2 The process of purchase decision
2.3 Relationship between the consumer and the brand
3. Marketing and strategic options
3.1 Strategic Options Base
3.2 Growth Strategies
3.3 Competitive Strategies
4. Management of the marketing variables
4.1 Policy Product
4.2 Pricing Policy
4.3 Distribution Policy
5. Marketing Communications
5.1 Communication strategy
5.2 Techniques and media marketing
5.3 Steps of a communication campaign
6. Digital marketing
6.1 Websites, minisites and landing pages
6.2 Principles of Search Engine Optimization
6.3 Management of social networks
6.4 Online advertising
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The contents of each teaching unit intend to describe the theoretical and practical issues in the area of Marketing, promoting thus the acquisition and integration of concepts, techniques and strategies relating to this area, seeking to convey a set of tools for practical application in tune with the reality of today's marketing.
Teaching Methodologies (Including Evaluation):
The theorectical and practical classes will consist of an explanation of concepts, techniques and strategies related to marketing based on the literature of the course.
The evaluation of the acquired knowledge will be done through a theoretical-practical work (75% of the evaluation) and an oral test of knowledge measurement (25% of the evaluation).
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
Since this is a theoretical and practical curriculum unit, the method used seeks to fulfill these two strands. Lectures allow a conceptual and technical approaches throughout the course component. The practical application component is exercised in group work, always under the supervision of teachers.
Coelho, A. (2018). O marketing e os desafios das PME. Lisboa: Dirigir & Formar.
Dibb, S. & Simkin, L. (2019). Marketing Concepts & Strategies, 8º, Cengage Learning EMEA.
Kotler, P. (2017). Marketing 4.0: mudança do tradicional para o digital. Coimbra: Conjuntura Actual.
Marques, V. (2018). Marketing digital 360. Lisboa: Conjuntura Atual Editora.
Mesquita, F. (2014). Comunicação Visual, Design e Publicidade. Lisboa: Media XXI.
Kotler, P.; Keller, K.; Goodman, M.; Brady, M.; Hansen, T. (2019). Marketing Management, McGraw-Hill Higher Education.
Lecturer (* Responsible):
Ana Gabriela Nogueira (
Patrícia Weber (
Paulo Cardoso (