Curricular Unit:			Code:
Marketing and Development of Customer Loyalty			997MFC
Year:	Level:	Course:	Credits:
2	Undergraduate	Quality, Environment and Safety Management	4 ects
Learning Period:		Language of Instruction:	Total Hours:
Spring Semester		Portuguese/English	52
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, Process, and Functions 2. Buyer Behaviour 3. Segmentation, Differentiation and Positioning 4. Marketing Planning and marketing Audits 5. Managing the Marketing mix 6. Loyalty and Relationship Marketing
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. Marketing Definition, Concepts, Process, and Functions 2. Buyer Behaviour 3. Segmentation, Differentiation and Positioning 4. Marketing Planning and marketing Audits 5. Managing the Marketing mix 6. Loyalty and Relationship Marketing
Teaching Methodologies (Including Evaluation):
Continous/periodic assessment of knowledgeThe teaching methodology includes the presentation of concepts and theoretical models, together with examples and case studies, exercises and assignments. The skills assessment will be determined based on the realization of two assessment test (80%) and carrying out a team work group (20%).
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., CHERNEV, A. (2022). Marketing Management, 16th Edition, Pearson KOTLER, P., Setiawan, I. e Hermawan, K. (2017). Marketing 4.0: Mudança do tradicional para o digital. Coimbra: Actual Editora. LAMBIN, J.J. (2004). Marketing Estratégico, Lisboa: McGraw Hill. MCDONALD, M. & Wilson, H. (2016). Marketing Plan. UK: John Wiley & Sons. RODRIGUES, V. et al. (2018). Mercator 2018 25 anos: Marketing na era digital. Lisboa: Dom Quixote.