Curricular Unit:Code:
Marketing: Techniques and Strategies774MTES
2UndergraduateCommunication Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Winter SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
This course unit aims to promote theoretical and practical knowledge about Marketing - techniques and strategies; demonstrate the integration of the different themes addressed by providing tools for their practical application. Finally, provide the models and instruments that allow the student to continue autonomous learning throughout life.
Competences to be developed: at the end of the curricular unit the student should master the knowledge about Marketing in order to be able to apply them in practice, both at the research level and at the company level. Specifically know how to integrate knowledge in order to solve problems within the scope of Marketing. Develop the ability to communicate their knowledge in academic and business contact. And finally keep learning about Marketing throughout life, and develop an autonomous application of this theme.
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.
LENDREVIE, J.; RODRIGUES, V.; DIONÍSIO, P. (2010). Publicitor – comunicação 360º online/offline. Lisboa, Dom Quixote.
KOTLER, P.; KELLER, K. (2015). Marketing Management (15th Edition). Pearson.
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.
RODRIGUES, V.; DIONÍSIO, P. (2018). Mercator 2018 25 Anos - O Marketing na Era Digital. Lisboa: Dom Quixote.