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

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

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

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;

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.

Assessment

In accordance with RAUE, the student has the possibility of opting for the continuous (AC) or final (AF) assessment regime.
To pass the UC, the student must attend 75% of classes either in AC or AF via exam. Students who have TE status are not covered by this rule.
The minimum grade at any time of assessment is 7 points, otherwise it will be carried forward to the next assessment.
The student who chooses AC is subject to the following assessments:
I.Four group work in the classroom.
II. Written, individual test with consultation on 3 A4 sheets.
The student who chooses AF during the normal or recourse period will have to complete:
 A written test with all the material, which also includes consultation of 3 A4 sheets
 Or the written test under the conditions described above and group work in the classroom.
AF(AC)=10%*TG1+10%*TG2+10%*TG3+10%*TG4+60%*test
AF=10%*TG1+10%*TG2+10%*TG3+10%*TG4+60%*Exam/Ex. resource or
AF=100% Ex. / Ex.Recurso