Universidade Nova de Lisboa

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Faculdade de Ciências e Tecnologia

Marketing and Innovation

Code

3736

Academic unit

Faculdade de Ciências e Tecnologia

Department

Departamento de Engenharia Mecânica e Industrial

Credits

6.0

Teacher in charge

Rogério Salema Araújo Puga Leal

Weekly hours

4

Total hours

86

Teaching language

Português

Objectives

The course is intended to provide the students with basic marketing skills, namely: marketing research techniques, market strategies, like positioning and segmentation, and the marketing mix. It is also focused the innovation concept and its strategic framework, as well as the technology role in the innovation process.

 

Subject matter

1. Marketing concept and its evolution
       Marketing under several perspectives
       Marketing-mix
       Marketing and strategic planning
2. Marketing research: obtaining and analyzing Marketing data
       Primary data versus secondary data
       Qualitative approaches versus quantitative approaches
       Surveys
       Panels
       Consumer behavior
3. Market Strategy
       Markets
       Segmentation
       Positioning
4. Marketing-Mix
       Marketing mix variables
       Product and service policies
       Price policy
       Communication policy
       Distribution policy
5. Marketing plan
6. Innovation
       Innovation concept
       Innovation categories
       Technology in the innovation process
       Marketing and R&D
       Innovation strategic management

Certification of RD&I management systems

Bibliography

Dibb, Simkin, Pride & Ferrel (2001), “Marketing: Concepts and Strategies”, Fourth European Edition, Houghton Mifflin (Academic).

Kotler, P. (2003), “Marketing Management”, 11th Ed., Prentice-Hall.

Dibb & Simkin (2000), “The Marketing Casebook”, 2nd Edition, Thomson Learning

McDonald (1999), “Marketing Plans – How to prepare them: How to use them”, 4th ed., Heinemann Educational Secondary Division.

Freire, Adriano (2000), Inovação: Novos produtos, serviços e negócios para Portugal, 1ª Edição, Lisboa, Publicações Verbo

Lindon, D., Lendrevie, J., Rodrigues, J. e Dionísio (2004), "Mercator , Teoria e Prática do Marketing", Publicações Dom Quixote.

Vicente, P., Reis, E. e Ferrão, F.(2001), "Sondagens-a amostragem como factor decisivo de qualidade", Edições Sílabo.

 Helfer, J. e Orsoni, J. (1996), "Marketing", Edições Sílabo.

Kinnear T. e Taylor J. (1996), "Marketing Research - an applied approach", Mc-GrawHill.

Teaching method

Teaching strategy is based on a combination of expositive approaches with simulated practice. The course’s project is aimed to develop student’s technical skills as well as their ability to perform teamwork.

Evaluation method

Course project (40%) and written final examination (60%).

Access to final examination is restricted to students with marks above 9,5/20 in the course project. Course success also requires 9,5/20 in the final examination.

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