Overall objectives:

1 - The Curricular Unit fulfills the objective of making known the main fundamentals and concepts of marketing. it is intended that students are able to: understand the theories of consumer buying behavior; to elaborate the strategies of the organizations, and to know how to apply them: to know the key principles of the identification of the market, and to know how to segment the target markets; identify the positioning of goods in these markets; and be able to operationalize the elements of the marketing mix.
2 - In order to achieve this first goal, students develop some of the main analytical, planning and implementation skills necessary to solve problems related to the syllabus.

Syllabus:

1 - The Marketing concept and the environment - The definition and evolution - Marketing myopia - The forces of the macro environment - The actors of the micro environment
2 - The Markets - The definition and target markets - The Segmentation process - The concept of Positioning - Buying behavior
3 - The Marketing Mix - Product management and strategy - Price management and strategy - Distribution management and strategy - Communication management and strategy
4 - Marketing Intelligence - The marketing research process - Primary and secondary data - Marketing databases - Qualitative and quantitative studies

Literature/Sources:

Kotler, P. & Keller, K., , 2016 , Marketing Management , Pearson
Kotler, P. & Armstrong, G. , 2018 , Principles of Marketing, Global Edition, 17/E. , Pearson
Clow, K. & Baack, D , 2018 , Integrated Advertising, Promotion and Marketing Communications, Global Edition, 8th edition , Pearson

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
The evaluation proposal - 1st moment - a written test (50% of the final classification), - 2nd moment - a group work (50% of the final classification). The groups are made up of four students, who will propose a theme that fits into the syllabus of the curricular unit, on which they should research bibliography and eventually use other sources of information; The result of the practical work is the production of a text with a maximum of 25 A4 pages (excluding annexes), which will be presented by the group members; Tutorial support is provided during student service hours, and in theoretical-practical classes dedicated to the discussion of the work.