Statistics Applied to Market Studies

Category: Discipline
  • Não
  • The purpose of this course is to introduce probability distribuition models and the basic principles of Inferential Statistics. Students should understand the usefulness and wide application of these methodologies to various contexts, particularly in their subject areas. It is intended that students develop their thinking skills, helping them to address and solve real practical problems in their area of study or in other contexts.
  • Semestral
  • Descrição Data limite Ponderação
    Teste de avaliação Maio 26 65%
    Relatório Final 1 a 23 Junho 2026 25%
    Participação e trabalho em aula   10%

     
  • 1. INTRODUCTION TO THE CONCEPT OF MARKET STUDIES 2. DEFINITION OF THE PROBLEM AND RESEARCH NEEDS 3. DATA COLLECTION Secondary data collection Collection and analysis of qualitative data Quantitative data collection Sampling and samples collection instruments 4. QUANTITATIVE DATA ANALYSIS Data encoding in SPSS Frequency distribution and crosstabulation Statistical significance and confidence interval hypothesis test What are they for and when to use them: . Analysis of variance and covariance . Correlation and regression . factorial analysis 5. Finall Report
  • The subject of Market Studies aims to make known the main types of market studies, their strengths and limitations. Presentation of the process of carrying out a market study to the students allowing them to obtain know-how that will allow them to:: - A- Understand different theoretical statistical models, identify them and apply them in practical cases. B- Construct confidence intervals for the parameters of normal distributions C- Perform parametric hypothesis tests D- Develop non-parametric hypothesis tests (fitness tests and independence tests) E- Build and analyze market studies with quality
  • Mandatory
  • Model of practical activity in class, with plenty of exercises.
  • Português
  • Murteira, B., Ribeiro, C.S., Silva, J.A., Pimenta, C. (2015). Introdução à Estatística, Escolar Editora. Newbold, P., Carlson, W.L., Thorne, B.M. (2012). Statistics for Business and Economics, Prentice-Hall, 8ª Edição. (ISBN: 978-0132745659)  Robert Duboff (2022)). Market Research Matters: Tools and Techniques for Aligning Your Business.John Wiley & Sons Inc in Market Research Matters: Tools and Techniques for Aligning Your Business (Custom Edition) (z-lib.is)  
  • 4
  • 0
  • 6
  • 1
  • IPLUSO6375-23515
  • Statistics Applied to Market Studies
  • 23515
  • 6375
  • Marketing Management

Strategic Marketing

Category: Discipline
  • Não
  • Strategic marketing as a unit course aims to deal with an understanding of the development and implementation process of a marketing strategy and how this process can be managed by an organization so that it can maintain superior performance in the market.
  • Semestral

  • Indicado no ponto 17.
  •   1. Strategic marketing planning - Strategy concept - Strategy levels - Corporate strategies and competitive strategies 2. Strategic analysis - Macroenvironment Analysis - Microenvironment Analysis - Analysis of the internal environment 3. Strategic formulation - Market analysis (B2B and B2C) - Definition and elaboration of objectives - Market segmentation and positioning 4. Strategic marketing plan - Definition and structure - Mission and Vision - Marketing mix strategies - Maneuver, actions and contingency plans 5.Implementation and control of the marketing strategy 6. Evaluation of the marketing strategy
  • At the end of the course unit the student should be able to: - Understand the concepts related to business strategy; - Recognize and fit strategic marketing in the organization's strategy and policy; - Define the operating business, the vision, the mission, the objectives, and the organizational strategies; - Identify and apply the different phases of the analysis, formulation and strategic implementation process; - Describe and apply the strategic marketing process and its main phases; - Construct, structure and implement marketing plans; - Framing the conceptual framework of decision making in Marketing.
  • Mandatory
  • Teaching-learning methodologies with business cases and multimedia.
  • Português
  • FERREL, O. e HARTLIN, M. (2011). Marketing Strategy, Fifth Edition. South-Western: Cengage Learning KOTLER, P. e ARMSTRONG, G. (2017). Principles of Marketing, 17th edition. Prentice Hall Europe.  LINDON, D.; LENDREVIE, J.; LÉVI, J.; DIONÍSIO, P. & RODRIGUES,V. (2015) Mercator da Língua Portuguesa: Teoria e prática do Marketing (16a Edição). Lisboa: Publicações Dom Quixote. MAÇÃES, M. (2019). Marketing Estratégico. Lisboa: Conjuntura Actual Editora MCDONALD, M., & WILSON, H. (2016). Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.  
  • 4
  • 0
  • 6
  • 1
  • IPLUSO6375-1945
  • Strategic Marketing
  • 1945
  • 6375
  • Marketing Management

Market Studies

Category: Discipline
  • Não
  • The scope of the Market Studies UC focuses on the acquisition of knowledge and skills transversal to the main areas of the aforementioned course, which is essential for students to be able to research essential markets for business sustainability. The main areas of intervention focus on the collection, processing and conclusions of market/product/service investigations
  • 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 combinar data 

    30%

    Trabalho /Projeto de Pesquisa 

    Assiduidade/Participação 

    A realizar durante o Semestre 

    60%

    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.Organization of a market study. Problem definition, research design. 2. Exploratory and conclusive research. Connection to the objectives of the study. 3. Primary and secondary data sources. 4. Definition of the study target population. 5. Survey basis and sample recruitment. 6. Qualitative methodologies: focus groups, in-depth individual interviews, projection techniques. 7. Design of the data collection support script. 8. Quantitative methodologies. 9. Types of interview. 10. Experimental designs. 11. Questionnaire design. 12. Measurement scales. 13. Non-sampling errors. 14. Quality control. 15. Sampling techniques: probabilistic and non-probabilistic. 16. Sample Sizing 17. Presentation of results, to support decision making
  • The curricular unit is theoretical-practical in nature, developing into theoretical and practical classes that are articulated and aim to promote the student's knowledge and immediate application of theoretical concepts and skills in real practical contexts. 2nd The contents and evaluation are articulated, presenting an equivalent weight in the final evaluation. 3rd The contents cover the different stages of developing a market study, focusing on the appropriate design of the data collection methodology, as well as its implementation, with a view to responding to the objectives defined for the study.
  • Mandatory
  • Use of digital methodologies.
  • Português
  • Malhotra, Naresh & Birks, David, Marketing Research ( 2012): an applied approach. Ny: Prentice-Hall, (6th edition). Zikmund, William ( 2006) : Princípios de Pesquisa de Marketing, São Paulo: Thomson. Recursos didáticos: quadro, projetor, computadores.                                                    
  • 4
  • 0
  • 6
  • 2
  • IPLUSO6375-5029
  • Market Studies
  • 5029
  • 6375
  • Marketing Management

Merchandising and Point of Sales Management

Category: Discipline
  • Não
  • The scope of the UC focuses on the acquisition of knowledge and skills transversal to the main areas of the aforementioned course, which is essential for students to be able to research essential markets for business sustainability. The main areas of intervention focus on the collection, processing and conclusions of market/product/service investigations
  • 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 combinar

    40%

    Trabalhos de grupo

    Ao longo do Semestre 

    30%

    Participação e Trabalhos contínous 

     

    30%

     

    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. Definition of Merchandising and relationship between 2. Merchandising and point of sale management. 3. Merchandising and the product life cycle. 4. The Customer and Merchandising 5. Point of Sale management, Customer behavior at the Point of Sale and Point of Sale animation 6. Point of sale typology. 7. Linear organization.
  • Merchandising concepts and their application Understand the importance of merchandising as a sales element. Concept of point of sale management and difference between Merchandising and Point of Sale Management Identification of linear functions and point of sale animation
  • Mandatory
  • Use of digital methodologies.
  • Português
  • Beirolas, M. & Almeida, R. (1998). Merchandising, A nova técnica do marketing. 3.ª edição, Texto Editora. Rousseau, J. A., (2008). Manual de Distribuição. 2.ª edição, Princípia. Blessa, R. (2006). Merchandising no ponto-de-venda. 4.ª edição. São Paulo: Atlas. Lendrevie, Jacques; Lindon, Denis; Dionísio, Pedro; Rodrigues, Vicente; Mercator; Publicações Dom Quixote.
  • 4
  • 0
  • 6
  • 2
  • IPLUSO6375-23516
  • Merchandising and Point of Sales Management
  • 23516
  • 6375
  • Marketing Management

Operations and Logistics Management

Category: Discipline
  • Não
  • This curricular unit aims to provide its participants with knowledge and tools that allow them, on the one hand, to know the various areas of operations management and understand how this component adds business value. On the other hand, apply knowledge to the concrete realities of organizations.
  • Semestral

  •  

    Descrição

    Data 

    Ponderação

    Participação e trabalhos contínuos

    Ao longo do semestre

    30%

    Trabalho individual ou de grupo

    A definir

    30%

    Teste final

    A definir

    40%

     

     
  • Introduction to Operations Management; Operations Management and Competitiveness; Product Design and Process Selection; Supply Chain Management; Quality Management; Project Management Just-in-time and Lean Systems.
  • Analyze operations management in its main areas; Understand how operations management adds value to the business; Provide the necessary knowledge to understand what is supply chain management in an integrated way; Present the most used systems in stock control; Address the topic of IT applied to supply chain management and stock management; Understand the different phases of a project's life cycle.
  • Mandatory
  • The teaching methodologies are based on interrogative and active methods oriented towards the discussion and resolution of theoretical and practical exercises in the classroom context, and also the exposition of theoretical content. The teacher provides case studies and exercises, as well as other materials through the content management platform (Moodle).
  • Português
  • Reid, R. Dan & Sanders, Nada R. (2016). Operations Management: An Integrated Approach (5th Ed). John Wiley & Sons, Inc; Slack, N., Brandon-Jones, A, & Burgess, N. (2022). Operations Management (10th Ed). Pearson. Project Management Institute. (2021). Guia do conhecimento em gerenciamento de projetos (Guia PMBOK®) (7ª ed.). Project Management Institute.  
  • 4
  • 0
  • 6
  • 2
  • IPLUSO6375-23514
  • Operations and Logistics Management
  • 23514
  • 6375
  • Marketing Management
  1. Quality Management
  2. Sales Force Management
  3. Traineeship
  4. Artistic Workshop for Application to Children and Young People

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