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Marketing 2017/2018

  • 5 ECTS
  • Taught in Portuguese
  • Continuous Assessment


The student should be able to:
Analyze Marketing problems and propose solutions.
Draw an offer to the consumer market, with the underlying strategy of the organization.
Create a marketing strategy MIX.

Recommended Prerequisites


Teaching Metodology

Exposition method for theoretical presentation of the topics of the syllabus.
Application of demonstrative and active methods with real situation analysis and in-class discussion.
Guided problem solving.
Discussion of course-works presented by students in class, indicating their strengths and also the areas for improvement in future course-works.

Body of Work

1. Introduction to Marketing.
2. The evolution of marketing. Modern marketing.
3. Love brands. Emotion management in communication.
4. Brand creation and management.
5. Clients and competitors Knowledge.
6. Marketing-mix.
7. Main strategic options: Segmentation, positioning and differentiation.
8. Marketing plan.

Recommended Bibliography

BRITO, Carlos e LENCASTRE, Paulo (org), Novos Horizontes do Marketing (2014), Publicações D. Quixote.
Kotler, P. (2012). Marketing management (2nd European ed.). New York: Pearson.
Lencastre,Paulo (2005). O livro da marca. Dom Quixote.
Mercator da Língua Portuguesa – Teoria e Prática do Marketing, vários autores, 2015.

Complementary Bibliography

David Aaker, Joachimsthaler (2007). Liderança de Marca, Publico-Comunicação.
KOTLER, Philip (2010), Marketing para o Séc. XXI, 6ª edição, Editorial Presença
KOTLER, Philip, KARTAJAYA, H., SETIAWAN, I. (2010), Marketing 3.0 - from products to Customers to the
Human Spirit, Wiley
Tavares, Victor, “Gestão de Marcas”, 2016, Escolar Editora

Weekly Planning

1. Introduction to Marketing.
2. The evolution of marketing. Modern marketing.
3. Marketing function in organisations.
4. Tatic and Strategic Marketing.
5. Love Brands
6. Marketing-mix.
7. Marketing-mix.
8. Main strategic options: Segmentation, positioning and deferentiation.
9. Marketing plan.
10. Marketing plan.
11. Marketing plan.
12. Course-work presentation.
13. Course-work presentation.
14. Course-work presentation.
15. Assessment.

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

The syllabus begins with a theoretical approach that intends to clarify the importance of Marketing in
organisational management.Each chapter developed in class is structured in a way that allows its individual
understanding as well as the relationship between each other, namely in the case of the Marketing-mix
elements and their relationship with the Marketing plan. The syllabus allows the student to develop an
integrated understanding of Marketing in the organization, as well as to understand and analyse Marketing

Demonstration of the teaching methodologies coherence with the curricular unit's objectives

The assessment methods allow students to put into practice the concepts learnt and apply them to empirical situations. Therefore, they develop a critical thinking of real Marketing issues. Learning and research autonomy
are valued, as well as the arguing capacity.

relevant generic skillimproved?assessed?
Achieving practical application of theoretical knowledgeYesYes
Analytical and synthetic skillsYesYes
Balanced decision makingYesYes
Commitment to effectivenessYesYes
Commitment to qualityYesYes
Ethical and responsible behaviourYesYes
Event organization, planning and managementYesYes
Problem Analysis and AssessmentYesYes
Relating to othersYesYes
Research skillsYesYes
Written and verbal communications skillsYesYes
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