Curricular Unit:Code:
Marketing and Development of Customer Loyalty997MFC
Year:Level:Course:Credits:
2UndergraduateQuality, Environment and Safety Management4 ects
Learning Period:Language of Instruction:Total Hours:
Spring SemesterPortuguese/English52
Learning Outcomes of the Curricular Unit:
To provide students with the key fundaments in Marketing through the understanding and operationalization of its main concepts and instruments and to understand their function within the organizations as a critical factor of success in client’s loyalty.
Skils: To develop a reasoning and attitude of customer and marketing orientation .
Evaluate and enhance customer value and loyalty
Segmenting the market and position the offer.
Syllabus:
1.Marketing Definition, Concepts and Functions
2. Relationship marketing
3. Segmentation, Differentiation and Positioning.
4. Managing The Marketing mix.
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
As the primary objective is to endow students with the indispensable bases in Marketing through the understanding and operationalization of the fundamental concepts and instruments of Marketing and to understand their function within organizations as a critical factor of success in customer loyalty. The defined syllabus allow a full attainment of these objectives.
1. Definition, Concepts and Functions of Marketing,
2. Loyalty and Relationship Marketing,
3. Segmentation Differentiation and Positioning,
4. The Marketing Mix Management
Teaching Methodologies (Including Evaluation):
Theoretical-practical classes and Practices: exposure of the course content followed by examples and demonstrations.
Discussion and resolution of case-studies.
Exercises.
• Assessment by written tests, coursework and class participation.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
Being the teaching methodology based on: Theoretical-practical and Practices: presentation of content then exemplifications and demonstrations. Discussion and resolution of case studies on real situations. Practical exercises Application. They cover all the objectives and competencies required of students.
Reading:
Kotler, P. & Keller, K.L. (2009) Marketing Management, Prentice Hall
Kotler, P Armstrong, G. (2013) Principles of Marketing, Prentice Hall
Lambin, J.J. (2000) Marketing Estratégico, McGraw Hill
Christopher, M., Payne, A., Ballantyne, D. (2013) Relationship Marketing, Taylor & Francis.
Bruhn M. (2003) Relationship Marketing: Management of Customer Relationships, Pearson Education.