Marketing I

Code: GES14874L

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

Educação de qualidade - Assegurar a educação inclusiva, e equitativa e de qualidade, e promover oportunidades de aprendizagem ao longo da vida para todos.

Igualdade de género - Alcançar a igualdade de gênero e empoderar todas as mulheres e meninas.

Trabalho digno e crescimento económico - Promover o crescimento económico sustentado, inclusivo e sustentável, emprego pleno e produtivo, e trabalho decente para todos.

Produção e consumo sustentáveis - Assegurar padrões de produção e de consumo sustentáveis.

Learning Goals

The aim of this course is for students to be able to:
- Explain the main notions and concepts associated with marketing and the marketing planning process, their application and importance for the management of organisations.
- Identify and analyse environmental and market trends
- Analyse consumer behaviour
- Draw up a SWOT analysis and define marketing objectives,
- Design strategic options and a branding strategy for a product.
- Apply marketing concepts to real-life situations by defining strategic marketing variables.

With this course the student should obtain the following competences:
- Know, analyse, understand, evaluate, plan and apply strategic marketing concepts
- Develop group work skills
- Make informed decisions and solve marketing problems

1. Concept of Marketing
2. Strategy and the Marketing Plan
3. Consumer and Organizational Behaviour
4. Fundamental Strategic Options
4.1 Segmentation
4.2 Branding and Positioning
4.3 Competion

Teaching Methods

This curricular unit adopts a teaching-learning model centered on the development of skills. The face-to-face sessions are theoretical-practical and will be based on active work methodologies using digital tools. Classes will focus on project-based learning and group problem-solving, based on real cases. The teacher will take on the role of guiding/facilitating learning and assessing the acquisition of skills. The following will be used:
* 2 theoretical-practical teaching sessions of 2 hours each per week;
* Indication of the reading that students should do in terms of the basic bibliography in preparation for their learning in the classroom;
* solving and discussing cases in class;
* Use of the e-learning platform to establish greater contact and interactivity with students;
* use of collaborative learning methodologies and platforms.

Assessment

In accordance with the rules of procedure, students will be given the option of either continuous assessment (CA) or final assessment (FA) for assessment purposes.
Components of Continuous Assessment:
* Group work (TG1:30%) with 3 regular presentations or deliveries weighted at 5% each
* 5 group assignments (TGS 1 to 5) in the classroom (5% each)
* Written test: 30%

Exam
Final mark =100% Written test or Final mark=5%TGS1+5%TGS2+5%TGS3+5%TGS4+5%TGS5+75% Written test

Students will pass the course with an overall mark of 10 or more, provided they do not score less than 7 in any of the assessment tests.