1st cycle of studies in Nutrition

Marketing3

Marketing e Empreendedorismo

Curse code:9554412

Raquel De Saldanha Braga Torres Abrantes Velho Cabral

Learning outcomes of the curricular unit:

The curricular subject aims to address the main concepts of Marketing and Entrepreneurship practices for students to understand consumer behavior, the environment that influences companies and their products/ services, know the marketing mix strategies and understand the different marketing communication tools used.

Thus, students should apprehend the broad perspective of marketing management, according to the surrounding environment, be able to operationalize the concepts and implement the right tools in a marketing plan, with an entrepreneurial attitude supported by innovation, both in a business and personally context.

Syllabus:

Lectures:

  1. Evolution and Marketing Concepts.
  2. Objectives and Marketing Strategies.
  3. Consumer.
  4. The Market.
  5. The Marketing-Mix.
  6. Marketing services.
  7. Entrepreneurship.
 
Theoretical / practical classes:
 
Strategic Marketing vs. Operational marketing. Case-study analyses.
Market Assessment Models: BCG Matrix, GE-McKinsey Matrix and SWOT. Analysis exercises.
Market Analysis development and Consumer Research Role play.
Marketing-Mix. Case-study analyses.
The customer support service. Case-study analyses.
The nutritionist role in the Food Marketing Communication. Case-study analyses.
Development, written and oral presentation of a group work project on Marketing and Entrepreneurship in the areas of Food Industry, Nutrition and Food retail.
 
Suggested Bibliography:
  • Jobber D & Ellis-Chadwick F (2016) Principles and Practice of Marketing, 8th ed., Paperback. ISBN: 9780077174149
  • Kotler P & Armstrong G (2016) Principles of Marketing, 16th ed., Prentice Hall, London. ISBN: 9781292092485
  • Lindon D, Lendrevie J, Dionísio P & Rodrigues J (2011) Mercator XXI – Teoria e prática do marketing, 12nd ed., Publicações Dom Quixote, Lisboa. ISBN: 9789722027441
  • IAPMEI (2006) Como elaborar um Plano de Negócios: O SEU GUIA PARA UM PROJECTO DE SUCESSO, Taken from: http://www.anje.pt/system/files/items/66/original/GuiaPraticoPlanoNegocios.pdf
  • IAPMEI (2016) Guia Pratico do Empreendedor, Taken from: https://www.iapmei.pt/PRODUTOS-E-SERVICOS/Empreendedorismo-Inovacao/Empreendedorismo/Documentos-Financiamento/Guia_Pratico_Empreendedor_Agosto-2016.aspx

 

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