ISMAT 2581

Marketing

• ApresentaçãoPresentation

  The UC of Marketing aims to introduce students to one of the main pillars of organizational management. The UC provides students with a comprehensive view of the concepts that guide this scientific area, how marketing is integrated holistically into different functional areas, and how it influences company performance. Furthermore, it provides a theoretical and practical basis for students to understand and discuss current topics related to marketing. The UC encourages students' critical sense of the interfaces between marketing and economics, strategy, technology, culture, ethics and socio-environmental responsibility when developing a marketing plan.
• ProgramaProgramme

  S1. Business and marketing environment S2. Fundamentals, essential concepts and elements that compound marketing S3. Consumer behaviour and the buying decision process S4. Marketing information systems and marketing research S5. Strategic marketing planning with artificial intelligence tools. S6. Contemporary marketing: the state of the art
• ObjectivosObjectives

  LG1 - Identify trends in the business and the marketing environment LG2 - Dominate the fundamentals, essential concepts and elements that compound marketing. LG3 - Understand the behaviour of consumers and their purchase decision process. LG4 - Know information systems and marketing research tools LG5 - Develop marketing strategies and establish priorities, aiming at sustainable competitive advantages. LG6 - Develop a strategic marketing plan for an organization using artificial intelligence tools. LG7 - Understand state of the art in marketing science and practice
• BibliografiaBibliography

  BLACKWELL, R.D.; MINIARD, P.W., ENGEL, J.F. Comportamento do consumidor. São Paulo: Cengage Learning, 2013. KOTLER, P.; KELLER, K.L. Administração de marketing . 12.ed. SÃO PAULO: Pearson Prentice Hall, 2013. MALHOTRA, N. Pesquisa de Marketing : uma orientação aplicada. 3 ed. Porto Alegre: Bookman, 2001. 720 p  
• MetodologiaMethodology

  The Marketing discipline will count on innovative teaching methodologies, namely: - Marketing project-based learning in groups, in which students can apply concepts and theories learned in the classroom to solve real-world problems faced by companies. - Interactive case studies for students to make marketing decisions based on simulated business scenarios. - Use of artificial intelligence to dynamise and augment the teaching-learning process in marketing.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não