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

IT Applied to Marketing

Category: Discipline
  • Não
  • The ICT applied to Marketing class aims to equip students in the Higher Professional Technical Course (CTeSP) in Marketing Management with essential digital skills for effectively performing their roles in today's rapidly evolving digital landscape. In an increasingly competitive and technology-driven business environment, it is crucial for commercial professionals to master the tools and resources that allow them to plan, communicate, analyze, and sell more strategically and efficiently. This course offers a practical and applied approach to ICT, focused on the real-world demands of the commercial and marketing sectors.
  • Semestral

  • Descrição dos instrumentos de avaliação (individuais e de grupo), testes, trabalhos práticos, relatórios, projetos e ponderação na nota final.

    Descrição

    Data limite

    Ponderação

    Teste de avaliação 1

    a definir

    25%

    Teste de avaliação 2

    a definir

    25%
    Assiduidade Não se aplica 10%
    Trabalho Final de grupo a definir 30%
    Quizes a definir 10%


    Nota importante: Para o cálculo da média e, por conseguinte, aprovação na unidade curricular, a classificação mínima, nos testes e no trabalho de grupo é de 7,5 valores. A assiduidade às aulas deve atingir, no mínimo, 75% das aulas calendarizadas, ou seja, 11 aulas no total de 15.

     
  • Fundamentals of ICT in the business context Productivity and collaboration tools Word processor (Ex: Microsoft Word, Google Docs): Preparation of commercial proposals and reports Spreadsheet (Ex: Excel, Google Sheets): Management of budgets, commissions and sales analysis Formulas, functions, pivot tables, and charts Presentations (Ex: PowerPoint, Google Slides): Creation of commercial and product presentations Collaboration platforms (e.g. Google Workspace, Microsoft Teams): Scheduling, file sharing, and video conferencing ICT applied to marketing Emerging technologies in business
  • Throughout the course, students will: - Understand the role of ICT in organizations and decision-making processes; - Use productivity tools (Word, Excel, PowerPoint) to create documents, reports, and commercial presentations; - Explore collaborative platforms and digital communication tools; - Apply digital tools to marketing, sales, and customer management (CRM, social media, email marketing); - Analyze the impact of emerging technologies such as Artificial Intelligence, Big Data, and the Internet of Things on the commercial sector; - Develop a final integrative project simulating the digital creation and operation of a microenterprise, applying the knowledge gained in a hands-on manner.
  • Mandatory
  • Use of applications and plataforms on Cloud computing to support the learning process.
  • Português
  • Zacker, C. - Microsoft Word 2016. Microsoft Edition - Wiley. 2016. ISBN: 978-1-11-927300-4 Lemmons, M. - Microsoft PowerPoint 2016. Microsoft Edition - Wiley. 2016. ISBN: 978-1-11-927303-5 Nielson, J. J. - Microsoft Excel 2016. Microsoft Edition - Wiley. 2016. ISBN: 978-1-11-927299-1 Paula, A,, et al - Marketing Digital para Empresas. Edições Perfil Criativo. 2018. ISBN: 978-989-54139-4-2  
  • 4
  • 0
  • 6
  • 1
  • IPLUSO6375-15047
  • IT Applied to Marketing
  • 15047
  • 6375
  • Marketing Management

Commercial and Consumer Law

Category: Discipline
  • Não
  • The UC Commercial and Consumer Law is dedicated to the study, analysis and discussion of thematic / problematic of the main issues that arise in the context of the legal conformation of business management and its relationship with the market.
  • Semestral

  • Participação em aula: 30%

    Teste final: 70%
  • 1. Economic Constitutional Law. 2. European Business Law 3. Commercial Companies Code. 4. Consumer Protection Law (and related legislation). 5. Advertising Code. 6. General Data Protection Regime. 7. E-commerce Legal Regime.
  • The UC Commercial and Consumer Law aims to provide students with knowledge and cross-sectional mastery of the framing and treatment of the main issues raised in the initial framework of the study of legal conformation of business management and its relationship with the market, as well as the fundamental principles and rules of a set of relevant diplomas in the framework of the regulation of economic activities and, in particular, trade, as well as in the sphere of consumer protection.
  • Mandatory
  •    The teaching of a legal discipline to a MArketingManagement course requires a strong practical sense and a clear connection to the reality of the professional universe in question. Thus, in the context of the learning of the fundamental principles and rules already mentioned, the use of concrete examples facilitates the acquisition of the competences that constitute its transversal (as already mentioned) domain.    Two written tests are carried out and attendance and participation (including papers oral presentation) are considered in the following ways: First test: 30% of final assessment Second test: 40% of final assessment Assiduity and participation: 30% of final assessment.
  • Português
  • CUNHA, Paulo Olavo, Direito Empresarial para Economistas e Gestores (3ª ed), Almedina, Coimbra, 2020 ANTUNES, José Engrácia, Direito do Consumo, Almedina, Coimbra, 2019 / Legislação indicada  
  • 4
  • 0
  • 6
  • 1
  • IPLUSO6375-23517
  • Commercial and Consumer Law
  • 23517
  • 6375
  • Marketing Management

Consumer Behaviour

Category: Discipline
  • Não
  • Study and investigate consumer fundamentals to enable organizations to understand their behavior and act proactively. Analyze current consumer trends in the post-Covid context. Identify the buying decision process and the various internal and external factors that influence it.
  • Semestral

  • 20% Participação e avaliação contínua

    • Exercícios regulares e envolvimento ativo nas aulas

    20% Trabalho intermédio

    • Estudos de caso, ensaios e desafios práticos

    40% Trabalho final

    • Relatório, apresentação escrita

    20% Apresentação (2 últimas aulas)

    • Exposição e argumentação do trabalho desenvolvido
  • Introduction to consumer behavior and research, including digital tools (heatmaps, tracking, analytics, A/B testing, social media). Consumer-centered marketing strategies, UX, algorithm-based personalization, and online segmentation. Contemporary view: hyperconnected consumers, choice overload, post-Covid context, and digital consumption. Decision process: heuristics, biases, e-commerce triggers (urgency, scarcity, social proof), impulse buying, omnichannel journeys, and post-purchase experience (CX, online reputation). Individual determinants: generational profiles, digital identity, demographics, psychographics, purpose-driven motivation, social causes, and ESG. The informed “prosumer.” Beliefs and attitudes: activist consumption, greenwashing, brand canceling. Contextual influences: algorithms, global/local culture, TikTok aesthetics, family, peers, digital communities, influencers, and micro-influence.
  • Provide students with tools to understand how consumers make decisions when faced with multiple stimuli, needs, and choices, within an increasingly globalized economy transitioning to digital environments of information, decision-making, and consumption. Encourage the analysis of case studies and critical reflection on sustainable consumption practices.
  • Mandatory
  • Problem-Based Learning (PBL), Project-Based Learning (PBL), Flipped Classroom, Gamification, Design Thinking, Active Learning Methods, Collaborative Learning, Peer Instruction, Use of Digital Technologies and AI, Liberating Structures
  • Português
  •   Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2022). Consumer Behavior (12ª ed.). Pearson. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: tecnologia para a humanidade. DVS Editora.  
  • 4
  • 0
  • 6
  • 1
  • IPLUSO6375-8300
  • Consumer Behaviour
  • 8300
  • 6375
  • Marketing Management

Introduction to Management

Category: Discipline
  • Não
  • This CU, Introduction to management, aims to provide the necessary skills to understand the fundamental principles that guide the management of a corporation and the economic environment in which it moves.
  • Semestral

  • Descrição

    Data limite

    Ponderação

    Teste Escrito Individual

    17-11-2025

    35%

    Apresentação, Discussão e Entrega dos Trabalhos de Grupo

    19-01-2026

    50%

    Participação nas actividades lectivas, incluindo assiduidade

    Ao longo do
    Semestre

    15%

     

    Horário de Atendimento e Esclarecimento de Dúvidas aos Alunos

    • Segundas-feiras no horário das 14h30 às 15h30, na sala de professores, nas instalações da ESCAD.

    Obs: O atendimento deverá sempre ser solicitado pelo aluno com o mínimo de um dia de antecedência, através de e-mail, para garantir que não há sobreposição de agendamento.
  • 1. The Company: Concepts; 2. The Manager: Skills and Functions; 3. Focus on Management Theories: Tasks; Organization; People; Environment; Technology; 4. Management Dimensions: Design, Planning, Organization, Direction, Coordination, Control and Development; 5. Organizational Structures: Principles; Architecture; Structure Types; Departmentalization; Organization charts; 6. Management Functions: Strategy; Finances; Marketing; Human Resources; Operations; 7. Management Trends: Ethics; Social responsability; Sustainability; Governance; 8. Microeconomics: Consumer Theory; Producer Theory; Market structures. Macroeconomics: Economic Policy; National Accounting; Currency and banking; Economic balance; Inflation and Unemployment; Economic growth and development; International economy.
  • This CU aims to develop the following knowledge, skills and competences on the part of the students: 1. Describe the Concept of Company; 2. List the competences and tasks of the manager; 3. Know the Evolution of Management Theories; 4. Identify Management Dimensions; 5. Understand the Principles of Organizational Management; 6. Understand the Functions of Management; 7. Articulate Management Trends; 8. Understand the Principles of Economics.
  • Mandatory
  • Expository Teaching Methodologies and Self-study: the acquisition of knowledge will be measured through an attendance. Participatory and Active Teaching Methodologies: the development of skills will be measured through group resolution, presentation and discussion of case studies/practical exercises in class.   Continuous evaluation The weighting coefficients in calculating the final grade will be as follows: Frequency (individual written test) - 35%; Elaboration of a group work and respective oral presentation - 50%; Participation in academic activities - 15%   Comments: Mandatory minimum score of 8 values ¿¿in each evaluation element Students with a final grade equal to or greater than 10 are approved. In case of failure, Students will have access to the evaluation in exam, appeal and special periods, depending on the classification of each one.   Other Valuation Periods Individual written test - 100%
  • Português
  • Morgado, A., Ferreira. P. (2021). Princípios de Microeconomia; 2ª edição; Rei dos Livros. Christensen, Clayton M. (2018). O Dilema da Inovação , Conjuntura Actual Editora, Sotomayor, A. (2018). Princípios de Macroeconomia; 1ª edição; Rei dos Livros. Carvalho, J., Filipe, J. (2014). Manual de Estratégia ¿ Conceitos, Prática e Roteiro , 4ª edição, Edições Sílabo. Teixeira, S. (2013). Gestão das Organizações , 3ª edição, Escolar Editora Cunha, M., Rego, A., Cardoso, C. (2007). Tempos Modernos ¿ Uma História das Organizações e da Gestão ; Edições Sílabo.
  • 4
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  • 6
  • 1
  • IPLUSO6375-3191
  • Introduction to Management
  • 3191
  • 6375
  • Marketing Management
  1. Introduction to Marketing
  2. Statistics Applied to Market Studies
  3. Strategic Marketing
  4. Portuguese Language: Communication and Diversity

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