2025

Marketing

Name: Marketing
Code: GES02309L
6 ECTS
Duration: 15 weeks/156 hours
Scientific Area: Management

Teaching languages: Portuguese
Languages of tutoring support: Portuguese, English
Regime de Frequência: Presencial

Sustainable Development Goals

Learning Goals

By the end of the module students should:
- Be familiar with the core concepts and techniques in marketing;
- Be able to understand and analyse consumption and buying behaviour in the markets;
- Be able to analyse tourism marketing strategies;
- Understand the connection between the issues studied in the module Transferable Skills
By the end of this module students should have developed the following core skills:
- Written communication;
- Interpersonal communication;
- Oral presentation;
- Teamwork;
- Planning and organising;

Contents

1 - Introduction
1.1. the evolution of the marketing concept
1.2. the role of marketing in organisations strategic planning
2 - Marketing Strategy
2.1. Strategic Planning Stages
2.2. Internal and External Analysis
2.3. Environment, Market and Competition analysis
2.4 SWOT Analysis
3 - Consumer Behaviour
3.1. The buying decision process
3.2. Influences to buying decision process
4 - Segmentation, positioning and brands
4.1. Segmentation process and strategies
4.2. Positioning the offer
4.3. Defining the competition
4.3. Branding
5 - Product
5.1. Product Mix management
5.2. Innovation
6 - Price
6.1. Price determination
6.2. Price Strategies
7 - Place
7.1. Distribution channels
7.2. Distribution circuits definition
8 - Communication
8.1.Comunication mix
8.2. Advertising
8.3. Public relations, sponsorship and patronage
8.4. New tools for marketing communication

Teaching Methods

The unit is organized into theoretical classes and tutorials in accordance with the school regulations of the University of Évora.
During the course of the course, the following teaching methodologies will be put into practice:
*2 teaching periods, theoretical-practical of 4 hours per week, in a classroom to interconnect theoretical and practical knowledge. In which active and collaborative learning methodologies are used in order to encourage dialogue, exposure of ideas and opinions to stimulate reasoning, abstraction and oral exposition capacity.
* Analysis, resolution and discussion of case studies in groups.
* distance study through the e-learning platform Moodle in order to establish greater contact and interactivity with students;
* indication of the readings that students should carry out to prepare their study at the level of basic bibliography;
* viewing films related to the topics studied;
* Participation in conferences when possible.

Generative Artificial Intelligence Use Policy

In this course unit, the use of generative artificial intelligence tools, such as ChatGPT and similar applications, is permitted and encouraged in the completion of the required assignments, provided that such use is ethical, critical, and transparent. Students must identify the tools used and provide a record of the interactions carried out in each case.

As established in paragraph d), no. 7 of the ?Good Research Practices? section of the Code of Ethics of the University of Évora (Order no. 89/2023, of 31 July 2023), it is essential to ?identify and acknowledge other relevant contributions to the authorship process, including those resulting from the use of Artificial Intelligence tools.?

Failure to disclose the use of AI, as well as failure to verify the accuracy and authenticity of all information and references used, constitutes a breach of academic integrity standards and may amount to plagiarism and/or fraud, with the consequences set out in Article 119 of the Academic Regulations of the University of Évora (Code of Conduct, Fraud and Plagiarism).

Assessment

In accordance with the provisions of the Academic Regulations of the University of Évora (RAUE), students may choose between Continuous Assessment (CA) and Final Assessment (FA).
To pass the course unit, students are required to attend at least 75% of classes, whether they choose Continuous Assessment or Final Assessment by examination. Students covered by a special status are not subject to this rule.
The minimum grade required in any assessment component is 7 out of 20. If a student obtains a grade below 7 in any assessment component, they will proceed to the subsequent assessment period.
Students who choose Continuous Assessment (CA) will be assessed through the following components:
I. Three group assignments carried out in class.
II. One individual written test, for which students may consult up to three A4 sheets of notes.
Students who choose Final Assessment (FA), either during the regular examination period or the resit examination period, will be required to complete:
- A written examination covering all course contents. Students may consult up to three A4 sheets of notes during the examination.
- If deemed necessary to assess the extent to which the student has developed the knowledge and skills defined for the course unit, the teaching team may require the student to take an oral examination, pursuant to paragraph 13 of Article 110 of the Academic Regulations of the University of Évora. The conditions set out in paragraph 4 of Article 116 and paragraph 1 of Article 118 of the same Regulations shall be ensured. The oral examination will account for 30% of the final grade for the course unit.
Continuous Assessment (CA):
CA = 15% × GA1 + 15% × GA2 + 15% × GA3 + 55% × Written Test
Final Assessment (FA):
FA = 100% × Regular Examination / Resit Examination or
FA = 70% × Regular Examination / Resit Examination + 30% × Oral Examination

Teaching Staff

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