Guia docente 2017_18 E. U. de Estudos Empresariais

Contidos

Tema	Subtema
Basic Vocabulary for Marketing	1.1 Defining Marketing 1.2 Types of Marketing 1.3 Markets and Competitors
The role of marketing	2.1. Skills and qualifications 2.2. Organisations 2.3. Role of marketing within an organisation 2.4. Identifying stakeholders
Marketing plan	3.1. Outlining a marketing plan 3.2 International customer communication (differences in cultural attitudes and behaviours; adapting messages for a new market. 3.3. Marketing audit and analysis (SWOT, PESTEL, FIVE FORCES) 3.4. Marketing Mix: the Ps, the Cs, As and Os. 3.5. Writing a strategy 3.6. Marketing Budget 3.7. Executive summary
Market research	4.1. Types of research. Research needs 4.2. Research methodology 4.3. Moderating a focus group 4.4. Writing survey questions. Understanding trends and changes and explaining survey data
Exhibitions and events	5.1. Booking a stand 5.2. Dealing with visitors 5.3. Networking at a social event 5.4. Writing a follow-up e-mail