Learning outcomes of the curricular unit

The Marketing course aims to provide theoretical and empirical knowledge about marketing management activities. Students should be able to understand organizational environment and the way firms interact with it. The planning, the implementation and the control of marketing programs accordingly with the intended strategy will also be taught. Students will be stimulated in their reflection on several marketing decisions. They will also be asked to expose their ideas, as well as to develop actions, individually or in group, on the basis of what they learnt during classes and in the suggested readings. The course provides students with a perspective of what the work on the marketing area involves. Actions that provide value for customers through the satisfaction of their needs, the interests of the organization and of the society will be the analysed. Analysis, planning, implementation and control for the marketing activities will be emphasized in this course.

Syllabus

1. What is marketing
2. Marketing's role in the process of value creation
3. Marketing environment
4. Segmentation, targeting and positioning
5. Brand management
6. Product policy
7. Price policy
8. Place policy
9. Communication policy