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ISCTE-IUL  >  Education  >  LG

Marketing Management (2 º Sem 2016/2017)

Code: L1805
Acronym: L1805
Level: 1st Cycle
Basic: No
Teaching Language(s): English, Portuguese
Friendly languages:
Be English-friendly or any other language-friendly means that UC is taught in a language but can either of the following conditions:
1. There are support materials in English / other language;
2. There are exercises, tests and exams in English / other language;
3. There is a possibility to present written or oral work in English / other language.
1 6.0 18.0 h/sem 0.0 h/sem 36.0 h/sem 0.0 h/sem 0.0 h/sem 0.0 h/sem 1.0 h/sem 55.0 h/sem 95.0 h/sem 0.0 h/sem 150.0 h/sem
Since year 2016/2017
Pre-requisites does not exist
Objectives At the end of this course, students should be able to apply the main concepts of marketing, through key market indicators, regarding the development of a strategic and operational marketing plan
Program P1. Evolution of the Marketing concept
P2. Marketing Plan
P2.1. Plan components and control
P2.2.Organizational structure
P3. Situational Analysis
P3.1. Market
P3.2. Consumer behaviour
P3.3. Market intelligence
P3.4. Competition analysis
P3.5. Company analysis
P3.6. Portfolio analysis
P3.7. SWOT analysis
P4. Segmentation and Targeting
P5. Positioning
P6. Marketing-mix
P6.2. Price
P6.3. Placement
P6.4. Promotion
Evaluation Method Periodic evaluation system includes: Participation in class (15%); Final Project: (35%); Final exam (50%). Minimum grade in any of the components: 8 values. This system requires a rate of attendance to classes of at least 80% (less than 80% the student will be excluded from this evaluation scheme). Students that fail in the regular grading system have two additional moments to pass, each worth 100% of the final grade.
The students with a final grade above 16 may have an additional examination.
Teaching Method Student should acquire analytical, information gathering, written and oral communication skills and the following learning methodologies (LM) will be used:
1. Expositional, to the presentation of the theoretical reference frames
2. Participative, with analysis and resolution of business cases.
3. Active, with the realization of company projects.
4. Self-study, related with autonomus work by the student.
The work groups for project preparation must include 3 to 5 students.
Observations Each teacher responsible for practical classes will provide one hour a week to serve the students.

Students under the "Internal regulation for Students with Special Statutes" should contact the Curricular Unit professor or coordinator during the first week of classes of each semester to allow for framing of learning processes and evaluation of the curricular unit.
Basic Bibliographic LINDON, Denis; LENDREVIE,Jacques; LÉVY, Julien; DIONÍSIO, Pedro;
RODRIGUES, Joaquim Vicente. (2015), MERCATOR da Língua Portuguesa, Dom Quixote.
Complementar Bibliographic Kotler, P. (2012), Marketing Management - Analysis, Planning, Implementation and Controle (Millennium Edition, 14th) Englewood Cliffs: Prentice Hall.
Dibb, S., Simkin, L., Pride, W. e Ferrell, O., (2005) Marketing ? Concepts and Strategies, (European Edition, 5th) Boston, MA: Houghton Mifflin.
Exercícios e artigos entregues aos alunos