Subject: Marketing I

Scientific Area:



64 Hours

Number of ECTS:




Overall objectives:

1 - The aim of this course is to introduce the main concepts of marketing. It is intended that the students become able to understand the operational context of marketing theories; the influence of the organization environment on the strategic decisions and on the marketing mix; be capable of evaluate de elements of marketing mix and its connection to the organization environment analysis results. Students will develop some of the key analytical skills, planning , and implementation of the necessary tools to solve with relevance and effectiveness problems related to the program content.


1 - The concept of marketing
1.1 - Definition and evolution
1.2 - The marketing process
2 - The organization Marketing Environment and information
2.1 - Microenvironment
2.2 - Macro environment
2.3 - Managing marketing information
3 - Marketing Mix
3.1 - Decisions about the Products and Services and Brand
3.2 - Branding strategy
3.3 - Price - Perception of Value
3.4 - Pricing Strategies
3.5 - Distribution Channels - Delivering Customer Value
3.6 - Logistics and Retail
3.7 - Communicating Customer Value, Integrated Marketing Communications Strategy
3.8 - Advertising and public relations
3.9 - Promotion and Sales
3.10 - Direct and Digital Marketing


Chaffey, D. & Ellis-Chadwick, F. , 2012 , Digital Marketing: Strategy, Implementation and Practice (5th Ed.) , Pearson Education Limited.
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. , 2016 , Principles of Marketing, Global Edition, 16/E. , Pearson Education
Kotler, P. & Keller, K., , 2016 , Marketing Management, Global Edition, 15/E , Pearson Education
Lacobucci , 2014 , Marketing Management , Cengage Learning
Wilson, A.; Zeithaml, V.; Bitner, M.; Gremler, D , 2012 , Services Marketing: Integrating Customer Focus Across The Firm, 2nd Edition. , McGraw-Hill Education

Assesssment methods and criteria:

Classification Type: Quantitativa (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%.