Descriptive summary of the curricular unit One of the main goals of marketing is to create value for customers, build relationships and capture value for organizations. This curricular unit aims to contribute to the knowledge and understanding of the fundamental concepts associated with marketing, considering its strategic and operational components, taking into account the dynamic and global context. Several concrete situations and practical cases will be presented and discussed which students should critically analyse, present and discuss, both individually and collectively.
Objectives and expected learning outcomes 1. Define the concept of marketing and recognize its importance for the growth of an organization/company. 2. Understand the importance of diagnosis for strategic marketing. 3. Understand consumer buying behaviour and their decision-making process. 4. Develop market segmentation, differentiation and positioning activities. 5. Identify and develop strategies within the different marketing mix variables. 6. Combine the different marketing elements into one coherent plan and know how to implement it. Skills to be developed - Full aware of the concept of Marketing and its contribution to organization/companies. - Understand the evolutionary perspective and the implications of marketing. - Know the decision and purchase process and the main factors that influente consumer behaviour. - Understand the segmentation of the consumer market. - Understand positioning as a marketing strategy. - Develop and relate tha variables of Marketing-Mix. - Develop a Marketing Plan.
Programme
1. From Marketing 1.0 to Marketing 5.0: evolution 1.1 New Marketing Communication Paradigms 1.2 The new realities of marketing 1.3 Content Marketing 1.3.1 Storytelling 2. The Marketing Plan 2.1 Internal and External Analysis 2.2 The SWOT analysis 2.3 Mission, Vision, Values 2.4 Segmentation and Positioning 2.5 The Marketing-Mix
3. The Consumer and the consumer behaviour and the physical space 3.1 The science of shopping 3.2 The dynamics of the decision making process 3.3 The demography of shopping 3.4 The experiential factor
3.5 The configuration of the physical space
3.6 Store design and experience: current trends
3.7 The importance of the physical space
Demonstration of the syllabus coherence with the curricular unit's learning objectives
- The objective 1 will be achieved with the syllabus covered in Chapter 1; - The objective 2 will be achieved with the syllabus covered in Chapter 2; - The objective 3 will be achieved with the syllabus covered in Chapter 3; - The objective 4 will be achieved with the syllabus covered in Chapter 2; - The objective 5 will be achieved with the syllabus covered in Chapter 2; - The objective 6 will be achieved with the syllabus covered in Chapter 2.
Main literature
Kotler, et al;Marketing 5.0, Actual Editora, 2021
Moutinho, L. et al. ;Marketing Futureland, Lidel Editores, 2022
Supplementary Bibliography
Kotler, P. & Armstrong, G. ;Principles of Marketing, Pearson, 2020
Kotler, P. et al;Marketing 4.0, Editora Atual, 2017
Learning Methods
Theoretical classes: The use of the expository method, for the introduction of the theoretical concepts and the interrogative method for the reflection on the contents. Practical classes: Use of active methods using practical work. Tutorial follow-up of students. Students can be assessed through continuous assessment or final exam.
Assessment Components
Avaliação distribuída com exame final
Assessment Components
Description
Type
Time (hours)
Conclusion Date
Attendance (estimated)
Lessons
30
Participação Presencial
3
Projectos
10
Teste/Exame
3
Participação Presencial
12
Study
49
Total:
107
Continuous Assessment
- Written Test I: 35%.
- Written Test II: 35%. - Group Work (interdisciplinary project): 30% Submission through the e-learning platform: Turnitin data base
Under the terms of the General Regulation:
a) The students' attendance in classes will be recorded and, if the number of absences per student exceeds 30% of the total number of lessons scheduled for each course unit, the student will be automatically transferred to the final evaluation (regular season).
b) In the written tests and other assessment elements mentioned in paragraph 2 of Art. 39 it is necessary to obtain a minimum grade of 7.5 (seven point five) points.
c) If the student misses a test or receives a grade lower than 7.5 points in the tests or in another assessment element mentioned in the previous number, the student will be automatically transferred to the final evaluation (regular season).
d) If the student misses or obtains less than 7.5 in the second written test, held in the same date of the final exam in the regular season, they may apply for further evaluation in the Appeal season.
e) The total of the written academic work developed for assessment (reports, case studies, etc.) should be submitted in the Turnitin database, available on the ISAG E-Learning platform, with a similarity rate of up to 30% acceptable.
Final Exam
Exam (Written Test): 100%.
Proofs and special works
Group Work: The referenced work corresponds to the preparation and oral presentation of a Marketing Plan, based on the contents of the classes and a guide provided by the teacher. The company may be suggested by the students or recommended by the teacher. Group Composition: Groups should have between 4 and 5 members.
Special Assessment (TE, DA, ...)
Improvement of final grade
Demonstration of the coherence between the teaching methodologies and the learning outcomes
Classes foster a critical and self-critical sense, as well as the practice of an ethical attitude in personal and professional terms. By promoting the development, exposure and critical discussion of cases and exercises, the reinforcement of analytical capacities is encouraged. Participation in classes and presentation and defence of individual and group work allow the development of oral and written communication skills. In addition, students acquire diverse skills, such as: prioritization, teamwork, ability to identify and solve problems; organize, plan and schedule tasks; have a spirit of initiative; knowledge (theoretical, technical and operational). With regard to the scientific research competencies, the objective is familiarization with research terminology in Marketing; selection and collection of information; bibliographic research; identification and reference of the sources of information used; critical analysis and synthesis of information.