COURSE: PRINCIPLES OF MARKETING
HOURS: 40 class hours
DATES: From 30/08/2019 (Mondays and Fridays, from 18h00 to 18h50).
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
Marketing concept. Marketing Guidelines. Marketing information system. Marketing planning Targeting and Positioning. Relationship Marketing. Marketing mix
METHODOLOGY – TEACHING STRATEGY:
- Case studies
- Group discussions
EVALUATION FOR CERTIFICATION:
Essay and exercises in class
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.
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.
Dúvidas ou Mais Informações:
Pró-Reitoria de Extensão e Desenvolvimento