Autenticação

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Marketing

Code:

INF32161

Sigla:

MKTG

Áreas Científicas
Classificação	Área Científica
OFICIAL	Business Science and Communication

Ocorrência: 2023/2024 - 1S

Ativa?	Yes
Unidade Responsável:	Seção de Ciências Empresariais e Comunicação
Curso/CE Responsável:	Informatics Engineering

Ciclos de Estudo/Cursos

Sigla	Nº de Estudantes	Plano de Estudos	Anos Curriculares	Créditos UCN	Créditos ECTS	Horas de Contacto	Horas Totais
INF	7	Plano de Estudos	2	-	6	60	162

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

Know the evolution of the marketing concept and the functions it performs;
Knowing how to analyze the market qualitatively and quantitatively;
understand consumer behavior; know the main measurement units in the market;
know the techniques used in the market study;
Be able to distinguish strategic from operational marketing;
know the main marketing strategies;Know the product and its components;
know how to characterize the life cycle of products, know the stages of development of a new product;Know prices;
know how to determine the price through three methods;
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 and 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. Introduction
2. Market analysis
3. Strategic and operational marketing
4. Product Policy
5. Pricing 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 course, 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 UC Marketing, being an area of practical application, students are required to prepare, monitor and publicly present a final project (practical work). Continuous assessment consists of two tests (one in the middle and one at the end of the classes that cover the UC program), as well as in the presentation (individual or in a group; oral and written) and evaluation by peers and professors of a final project (practical work).

 

Tipo de avaliação

Distributed evaluation with final exam

Componentes de Avaliação

Designation	Peso (%)
Teste	70,00
Trabalho escrito	30,00
Total:	100,00

Componentes de Ocupação

Designation	Tempo (Horas)
Frequência das aulas	60,00
Total:	60,00

Obtenção de frequência

Marketing assessment presupposes continuous assessment and/or exam assessment.

Continuous assessment:

70% of the grade obtained in the test or tests. The grade of the single test or the average of the tests cannot be less than 10 values. 30% of the grade of the work prepared individually or in groups (up to 2 people) and discussed/presented (orally and in writing) in class. In the application work/practical project, the student is free to choose the scope and problem of the work, however, this must be strictly related to the contents of the marketing discipline and must be practical or applied.

The work will be accepted for assessment and presentation, as long as its scope or issue is accepted and developments (progress) are presented and periodically guided by the teacher in practical classes. The work referred to may form a part of the end-of-course project.

Only students who are enrolled in the discipline and in the class can take continuous assessment.

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 = 70% Average Tests + 30% Individual/ Group work