Overall objectives:

1 - Know and operationalize the concepts of market, consumption, consumer, marketing;
2 - Recognize the place of Marketing in today's society, characterized by a market economy;
3 - Recognize itself as a consumer, in its dimensions as the object of marketing actions and decision-making in purchase options;
4 - Recognize the market as a space where the company operates, involved by different entities (customers, competitors, suppliers) and subject to different pressures (the economy, legislation, reputation, etc.)
5 - Recognize the importance of market segmentation;
6 - Understand the importance of brand positioning;
7 - Understand and know how to apply Marketing-Mix to a business offer;
8 - Recognize the importance of the Brand in the scope of Marketing;
9 - Achieve, through an active and interactive pedagogical methodology, to evolve from theoretical knowledge to practical knowledge.

Syllabus:

1 - The importance of Marketing.
1.1 - Fundamental concepts.
1.2 - Marketing Processes.
1.3 - Market.
2 - The Marketing Strategy.
2.1 - Marketing environment.
2.2 - Positioning.
2.3 - Market segmentation.
3 - The Marketing Mix.
3.1 - Products, services and brand.
3.2 - Pricing actions and strategies.
3.3 - Distribution, logistics and retail channels.
3.4 - Communication.
4 - Relational marketing.
5 - Marketing management in the tourism sector.

Literature/Sources:

Lendrevie, J., Baynast, A., Dionísio, P., Rodrigues, J.V. , 2015 , Mercator da Língua Portuguesa , Publicações Quixote, Alfragide
Kotler, Philip; Bowen, John; Makens, James , 2004 , Marketing para Turismo , Pearson, Madrid
Fisk, R. P.; Grove, S. J.; John, J. , 2014 , Services Marketing, International Edition , South-Western Cengage Learning
Kotler, P. & Armstrong, G. , 2016 , Principles of Marketing , Global Edition, Pearson Education
Kotler, P. & Keller, K. , 2016 , Marketing Management , Global Edition, Pearson Education

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
Didactic resources: Exposition of concepts and syllabus through own material prepared by the teacher, case studies and articles, encouraging debate and presentations in class. In accordance with the expected for the Professional Higher Technical Courses.