Marketing II - Gestão - Sem Ramos - Especialidades

ECTS / Credit Units
Year: 2 / 2º Semestre
Plan: 2015/16
Scientific Area: GES
Level: L2

Semestral Hour Load

Theorical: 32.00
Theorical-Pratical: 32.00
Pratical and Laboratorial:


Assigned Internship Hours:
Assigned Projects Hours:
Assigned Fieldwork Hours:
Assigned Study Hours:
Assigned Evaluation Hours:

Degree having this Course

Degree - Branch Degree Plan Year
Gestão - Sem Ramos - Especialidades 2015/16

Teaching Staff

Pedro Álvaro Pereira Correia
Pedro Álvaro Pereira Correia

Responsável pelas Pautas
Ensino teórico
Ensino teórico-prático

Course Information

Course Objectivs

1 The CU introduces concepts of marketing in its strategic area. Students become able to develop strategies oriented to the customer; conceive and understand the implementation of marketing plans, identify and respond to interdependencies of the current marketing environment; understand the theories of the buying behaviour of consumers and organizations and how to apply in the implementation of marketing strategies; know key principles of market segmentation and achieve the target markets; identify the positioning and value of brand and goods in those markets; assess the product life cycle, new product development process and develop growth strategies and comprehend the influence and importance of globalization, social responsibility and ethics and all functions of the organization in marketing management. Students will develop key analytical skills, planning, and implementation of the necessary tools to solve with relevance and effectiveness problems related to the program content.

Evaluation Criteria

Classification Type: Quantitative (0-20)
Evaluation Methodology: Students are guided and encouraged to relate the course content covered in lectures ( where is presented and discussed the theoretical principles of the program) and in theoretical-practical classes (where cases and issues are approached and students have the opportunity to use the concepts, ideas and strategies presented in class). The evaluation consists of two element: two written tests (50% + 50 %), both with minimum score of 8.00. Reassessment period: final exame with waited score of 100%.

Program Resume (get program detail)

Main Bibliography

Chaffey, D. & Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation and Practice (5th Ed.). Pearson Education.
Fisk; Grove; John. (2014). Services Marketing, International Edition, 4th Edition. Cengage Learning.
Jobber, D; Ellis-Chadwick, F (2012). Principles and Practice of Marketing, 7th Edition. McGraw-Hill.
Kolb, B. (2016). Marketing Strategy for the Creative and Cultural Industries.. Taylor & Francis Group.
Kotler, P. & Armstrong, G. (2017). Principles of Marketing, Global Edition, 17/E.. Pearson Education.
Kotler, P. & Keller, K.,(2016). Marketing Management, Global Edition, 16/E. Pearson Education.
Lacobucci. (2014). Marketing Management, 1st Edition. Cengage Learning.
Wilson, A.; Zeithaml, V.; Bitner, M.; Gremler, D. (2012). Services Marketing: Integrating Customer Focus Across The Firm, 2nd Edition.. McGraw-Hill.

Other Biographical Sources / Support Documents

Student Support

Tutoria e atendimento: 4ª feira das 18hrs às 19hrs sujeito à marcação para o email:, os alunos deverão identificar-se (nome, nº de aluno e licenciatura).

Associated Links


Tutoria e atendimento: 4ª feira das 18hrs às 19hrs sujeito à marcação para o email:, os alunos deverão identificar-se (nome, nº de aluno e licenciatura).


Connect to Forum Marketing IILink Externo