Autenticação

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Business marketing

Code:

TGI12

Sigla:

ME

Áreas Científicas
Classificação	Área Científica
OFICIAL	Business Science and Communication

Ocorrência: 2023/2024 - 1T

Ativa?	Yes
Unidade Responsável:	Seção de Ciências Empresariais e Comunicação
Curso/CE Responsável:	Industrial Management and Techinology

Ciclos de Estudo/Cursos

Sigla	Nº de Estudantes	Plano de Estudos	Anos Curriculares	Créditos UCN	Créditos ECTS	Horas de Contacto	Horas Totais
TGI	38	Plano de Estudos 2016	2	-	4	44	108

Língua de trabalho

Portuguese

Objetivos

 Understand the concept of Marketing as a set of functions that include market analysis, consumer behavior and the planning and execution process of product, price, distribution and promotion of goods and services policies, which create exchanges with value for the organization and customers.

Resultados de aprendizagem e competências

To know the evolution and functions of marketing in society.
Knowing how to analyze the market and understand consumer behavior;
know the main units of measurement of the market and techniques used in the market study.
Be able to distinguish strategic activities from operational activities in marketing and know the main marketing strategies.
Know the variable product and associated services, know how to characterize the product life cycle, know the stages of development of a new product.
Know the price variable and know how to determine prices in different ways.
Know how to distinguish circuits and distribution channels;
know types, characteristics and functions of distribution channels.
Know elements, characteristics and functions of communication (advertising, promotions, public relations and sales force).
Know the planning and control functions in marketing; the organization of services in marketing;
know the elements of the marketing plan.

 

Modo de trabalho

Presencial

Pré-requisitos (conhecimentos prévios) e co-requisitos (conhecimentos simultâneos)

NA

Programa

1. Introductory questions


2. Market analysis/diagnosis


3. Strategic and operational marketing


4. Product/Service/Solution Policy


5. Price/Value Policy


6. Distribution Policy


7. Communication policy


8. Marketing planning and organization

Bibliografia Obrigatória

Denis Lindon, Jacques Lendrevie, Julien Lévy, Pedro Dionísio e Joaquim Vicente Rodrigues; Mercator XXI: Teoria e prática do marketing
Vicente, P. ; Estudos de Mercado e de Opinião – Princípios e aplicações de amostragem, , Sílabo, 2012
Kotler, P. & Armstrong, G. ; Principles of Marketing, Global Edition, 18th Edition, Pearson, 2020
Kotler, P., Kartajaya, H. & Setiawan, I.; Marketing 5.0, Actual Editora, 2021

Métodos de ensino e atividades de aprendizagem

The UC, in addition to the teaching-learning process that takes place in theoretical and practical classes, which uses the participatory-expository method and the analysis / resolution of cases and exercises, requires a prior study of matters and cases at home. In addition, in the Business Marketing UC, being an area of practical application, students are required to prepare, monitor and present (orally and in writing) projects/practical works/cases.

Tipo de avaliação

Distributed evaluation with final exam

Componentes de Avaliação

Designation	Peso (%)
Teste	80,00
Trabalho escrito	20,00
Total:	100,00

Componentes de Ocupação

Designation	Tempo (Horas)
Frequência das aulas	44,00
Total:	44,00

Obtenção de frequência

Continuous evaluation:

-Final grade = 0.8 test/tests grade + 0.2 work/case/project grade.

-Test/tests grade ≥ 10 values.

The exam:

If the final continuous assessment grade is less than 10 points or if the student prefers, there is a final exam. The exam grade does not include any element of the continuous assessment.

Fórmula de cálculo da classificação final

Final grade= 80% test grade + 20% individual or group work

Melhoria de classificação

Grade improvement - review of the appeal season.