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Marketing

Code:	LNI46		Acronym:	MKT
Scientific Area:	Marketing

Occurrence: 2023/24 - 1S

Teaching Area:

Marketing

Courses

Acronym	Nº de Estudantes	Plano de Estudos	Academic Year	Credits	Horas Contacto	Total Hours
LNI	57	Despacho nº 6215/2023	1º	4	45	100

Hours Actually Taught

LNI-1-TA_TB

Theoretical and Practical:

42,00

Teaching - Weekly Hours

Theoretical and Practical:

3,00

Type	Teacher	Classes	Hours
Theoretical and Practical	Totals	1	3,00
Theoretical and Practical	Dário Elias Félix de Oliveira Rodrigues - ESGT		3,00

Teaching - Responsabilities

Teacher	Responsabilidade
Dário Elias Félix de Oliveira Rodrigues - ESGT	Responsável

Learning outcomes of the curricular unit (knowledge, skills and competences to be developed by the students)

The main objective of this course is to develop skills oriented towards decision-making in Marketing.

By the end of the course, it is aimed that students will be able to:

Differentiate the marketing context and consumer behavior (OA1);

Differentiate the marketing process and the concept of strategic marketing (OA2);

Differentiate market segmentation, targeting, and positioning (OA3);

Differentiate the elements of the marketing-mix (OA4).

Syllabus

CP1 - Marketing

CP2 - The Marketing Environment

CP3 - Consumer Behavior

CP4 - Strategic Marketing Planning

CP5 - Segmentation and Positioning

CP6 - Product Policy

CP7 - Pricing Policy

CP8 - Communication Policy

CP9 - Distribution Policy.

Demonstration of the syllabus coherence with the curricular unit's learning objectives

The coherence between the learning objectives (OA) and the syllabus content (CP) is established through the following relationships:

OA1 is linked with CP1, CP2, and CP3;

OA2 is linked with CP4;

OA3 is linked with CP5;

OA4 is linked with CP6, CP7, CP8, and CP9.

Teaching methodologies (including evaluation)

The following teaching methodologies are included:

Expository, for presenting theoretical reference frameworks (M1);

Interrogative, to provoke their internalization by the students (M2);

Participatory, with the analysis and discussion of examples and case studies (M3);

Active, with the completion of group assignments (M4).

Continuous assessment includes an individual assessment test (50%) and a group assessment assignment (50%). Students who do not complete the practical assignment and/or score below 8 points in the individual test will fail the continuous assessment and will take a final exam.

Demonstration of the coherence between the teaching methodologies and the learning outcomes

The teaching methodologies used are cross-cutting and coherent with all the learning objectives, establishing the following relationships:

ME1 is linked with OA1, OA2, OA3, and OA4;

ME2 is linked with OA1, OA2, OA3, and OA4;

ME3 is linked with OA1, OA2, OA3, and OA4;

ME4 is linked with OA1, OA2, OA3, and OA4.

Bibliography (Mandatory resources)

Baynast, Arnaud, Lendrevie, Jacques, Lévy, Julien, Dionísio, Pedro, Rodrigues, Vicente. (2018). "Mercator - 25 anos, o Marketing na Era Digital". Lisboa: Dom Quixote;

Kotler, Philip, Keller, Kevin Lane. (2018). "Marketing Management". New Jersey: Pearson.