PRINCIPLES OF MARKETING

COURSE: PRINCIPLES OF MARKETING

HOURS: 40 class hours

DATES: From 30/08/2019  (Mondays and Fridays, from 18h00 to 18h50).

TARGET AUDIENCE

Students from all FECAP courses who have not yet done the initial marketing materials

LEARNING OBJECTIVE (S)

  • Discuss the concept of marketing and its importance in business management.
  • Introduce the basic marketing inputs
  • Analyze the reality of real companies from a marketing perspective
  • Propose solutions to real problems based on key marketing concepts

PROGRAM CONTENT

Marketing concept. Marketing Guidelines. Marketing information system. Marketing planning Targeting and Positioning. Relationship Marketing. Marketing mix

METHODOLOGY – TEACHING STRATEGY:

  • Lectures
  • Case studies
  • Group discussions

EVALUATION FOR CERTIFICATION:

Essay and exercises in class

TEACHER CURRICULUM:

Ina Futino – PhD in Business Administration (FEA-USP 2015), Master in Business Administration (FEA-USP 2007). Graduated in Social Communication (ESPM 2003). She is currently a teacher at FECAP and postgraduate coordinator at ESPM. Professional experience in research, communication agencies and financial market.

BIBLIOGRAPHY:

Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management 14/e. Pearson.

Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.

Zeithaml, V. A., Parasuraman, A., Berry, L. L., & Berry, L. L. (1990). Delivering quality service: Balancing customer perceptions and expectations. Simon and Schuster.

 

INSCREVA-SE ALUNO FECAP

 

 

Dúvidas ou Mais Informações:

Pró-Reitoria de Extensão e Desenvolvimento

extensao@fecap.br