Marketing Principles

Category: Discipline
  • Não
  • The curricular unit Principles of Marketing introduces students to the theoretical and practical foundations of Marketing, highlighting its relevance to market management and development within the context of international business. It encompasses the study of the marketing environment, market agents, and key sources of information for strategic analysis and decision-making. It covers activities such as segmentation, differentiation, and positioning, as well as the marketing-mix policies (Product, Price, Place, and Promotion), while addressing the specificities of services marketing, public sector marketing, and marketing for non-profit organisations. This unit plays a foundational role within the study programme, equipping students with essential competences to understand, design, and implement marketing strategies tailored to the demands of international commerce and management, and preparing them for more advanced and specialised units.
  • 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

    Frequência

     

    40%

    Projecto/Trabalho

     

    60%

     

     

    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...

     
  • Marketing framework – Fundamental concepts, evolution, technologies, and the organisation of the marketing function. The global market and the marketing environment – The marketing environment. The market. Competitor analysis. Consumer and business markets. The marketing information system – Market research: key concepts, methodology, data collection instruments, and types of research. Market segmentation and offer positioning – General segmentation process. B2C and B2B segmentation criteria. Differentiation and positioning. The marketing mix – Product. Price. Distribution. Communication mix. Services, public, and non-profit marketing – Services marketing. Public sector marketing. Marketing for non-profit organisations. Strategic marketing planning – Corporate policy and situational analysis. Planning the marketing strategy.
  • To identify and explain the role of marketing in business management and market development. To identify, monitor, and analyse the key forces of the marketing environment and the agents operating within the market. To identify essential sources and tools of information for market analysis. To distinguish between consumer markets and business markets. To develop activities related to market segmentation, differentiation, and the positioning of the offer. To identify and apply the variables of the marketing mix, including product, pricing, distribution, and communication policies. To recognise the specific characteristics of marketing as applied to services, the public sector, and non-profit organisations. To understand and implement the strategic marketing process, including its main phases and components.
  • Mandatory
  • The innovative methodologies adopted in this curricular unit aim to foster active, student-centred learning. Approaches such as Problem-Based Learning will encourage the resolution of real-world problems, while the Flipped Classroom model invites students to engage with course materials prior to face-to-face sessions, allowing for more effective use of classroom time. Case Studies will be employed to apply theoretical concepts to concrete situations, and Gamification strategies will be used to enhance motivation and engagement. A Project-Based Learning approach will support the development of practical skills through the completion of a group project. Classes will be held in person, with supplementary access to the Moodle learning platform.
  • Português
  • Ferreira, Bruno et. al (2021). Fundamentos de Marketing, Edições Sílabo. Kotler, P., & Keller, K. (2011). Marketing Management (14th Ed). NY: Prentice Hall Upper Saddle River Lindon, Dennis (2014). Mercator XXI - Teoria e Prática do Marketing, Dom Quixote. Zeithaml, V. , & Bitner, M. (2014). Marketing de Serviços: a Empresa com Foco no Cliente. Porto Alegre: Bookman
  • 25
  • 0
  • 5
  • 1
  • ISLA Santarém6554-11664
  • Marketing Principles
  • 11664
  • 6554
  • International Business Management

Information and Communication Technologies

Category: Discipline
  • Não
  •   
  • 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

    Avaliação PowerPoint

    22-10-2025

    15%

    Avaliação Word

    12-11-2025

    25%

    Avaliação Excel

    10-12-2025

    25%
    Cibersegurança 14-01-2026 25%
    Exercícios práticos   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...

     
  •   
  •   
  • Mandatory
  •   
  • Português
  • Antunes, M. & Rodrigues (2018). Introdução à Cibersegurança. FCA - Coelho, P. (2017). A Internet das Coisas – uma introdução prática. FCA. - Dan, C. M. (2018). Cloud Computing - Theory and Practice. Morgan Kaufmann. - Frye, C. D. (2019). Microsoft excel step by step. Microsoft Press. - Lambert, J., & Cox, J. (2019). Microsoft word step by step. Microsoft Press.
  • 25
  • 0
  • 4
  • 1
  • ISLA Santarém6608-18803
  • Information and Communication Technologies
  • 18803
  • 6608
  • Tourism and Air Transport

Interfaces and Usability

Category: Discipline
  • Não
  • Semestral
  • Português
  • 25
  • 0
  • 4
  • 2
  • ISLA Santarém7030-22352
  • Interfaces and Usability
  • 22352
  • 7030
  • Computer Engineering

General Principles of Computing

Category: Discipline
  • Não
  • Semestral
  • Português
  • 25
  • 0
  • 5
  • 1
  • ISLA Santarém2340-12963
  • General Principles of Computing
  • 12963
  • 2340
  • Tourism Management (ISLA Santarém)

Human Resources Strategic Management Seminar II

Category: Discipline
  • Não
  • Semestral
  • Português
  • 25
  • 0
  • 9
  • 1
  • ISLA Santarém1193-13071
  • Human Resources Strategic Management Seminar II
  • 13071
  • 1193
  • Human Resources Management
  1. Project Management and Coordination
  2. Systems Administration
  3. Business Strategy and Planning
  4. Quantitative Methods

Page 12 of 283

English Menu

Pesquisa

Login Form