Guia docente 2023_24 Facultade de Comercio

Contidos

Tema	Subtema
Basic Vocabulary for Marketing	1.1 Defining Marketing 1.2 Types of Marketing 1.3 Markets and Competitors 1.4 Inclusive, non-sexist language
The role of marketing	2.1. Skills and qualifications: Job Interviews 2.2. Organisations, gender and equality 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 Presenting for Success.
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
Digital marketing	5.1. A faliling strategy? 5.2. New objectives 5.3. New tools and techniques 5.4. Effective writing for the web