Curricular Unit:			Code:
Marketing: Techniques and Strategies			774MTES
Year:	Level:	Course:	Credits:
2	Undergraduate	Communication Sciences	6 ects
Learning Period:		Language of Instruction:	Total Hours:
Winter Semester		Portuguese/English	78
Learning Outcomes of the Curricular Unit:
The unit of Marketing: Techniques and Strategies aims: - To promote the knowledge and the ability to reflect on the essential concepts of marketing as an area of management, its application to brands, products and services. - Develop the integration of knowledge and the application of essential working tools for active participation in project marketing and communication. These tools include the dimensions of the product, price, distribution, communication, competition and consumer. At the end of the course the student should: - Have skills to analyze the consumer of a brand, product or service, in its individual and social aspects. - Have skills to participate in a Marketing team to develop project management and communication of brands, products and services. - And, globally, have the power to impose a professional context acquired knowledge about marketing, as well as continue their learning in this field, in an autonomous way.
Syllabus:
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
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 assessment of knowledge acquired will be done through a working group of mainly practical and a written test.
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.
Reading:
Lendrevie, Jacques; Baynast, Arnaud; Dionísio, Pedro e Rodrigues, Joaquim Vicente (2010). Publicitor – comunicação 360º online/offline. Lisboa, Dom Quixote. Lindon, Denis; Lendrevie, Jacques; Lévy, Julien; Dionísio, Pedro e Rodrigues, Joaquim Vicente (2008). Mercator XXI: Teoria e Prática do Marketing. Publicações Dom Quixote, 11ª Edição, Lisboa.