Public Marketing

Category: Discipline
  • Não
  • The UC of Public Marketing has in its programmatic substance, the fundamentals, theoretical and practical, of Marketing in professional contexts, based on the fulfillment of the syllabus contents. private. The main objective is to prepare and equip future Technicians of Advisory in Administration and Public Management, with the basic knowledge and skills of analysis and operationality of the tools acquired during the sessions.
  • Semestral

  • Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

    Exemplo:

    Descrição

    Data limite

    Ponderação

    Teste de avaliação

    a designar 

    50%

    Trabalhos 

    Durante as aulas Práticas

    40%

    Participação

    Durante o Semestre

    10%

     

    Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...

     
  • 1. Marketing Concepts 1.1 Evolution of the marketing concept 1.2 The relevance of public marketing 1.3 The emergence of social marketing 1.4 The challenges of marketing in the public sector 2.Consumer Behavior 2.1 Determinants: cultural, personal, social and psychological 2.2 The purchase decision 3. Public Marketing 3.1 Basis of segmentation in the Public Sector 3.2 The positioning of Organizations 3.3 Direct Marketing in the Public Sector 3.4 Phases / Structure of a Marketing Plan 4. The Public Marketing Mix 4.1 Services / Products 4.2 Prices 4.3 Promotion 4.4 Distribution 4.5 Communication
  • Know, discuss and apply key concepts, in the scope of public and private marketing. Recognize the role of marketing in the performance of public bodies / institutions. Characterize the marketing environment in a public and private business context. Identify methodologies for analyzing and developing marketing campaigns / projects. Evaluate strategic marketing decisions in an organizational context.
  • Mandatory
  • Serão utilizadas outras metodologias com recurso a ferramentas digitais 
  • Português
  • Chias, J. (1995), Marketing Público, McGraw-Hill.   Kotler,Philip e Armstrong, Gary (2007), Principles of Marketing, Prentice- Hall.     Kotler, P. et al (2008), Marketing no Setor Público, S. Paulo: Bookman
  • 4
  • 0
  • 6
  • 1
  • IPLUSO3571-18879
  • Public Marketing
  • 18879
  • 3571
  • Public Administration and Management Consultancy

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