Study Programmes

Marketing and Entrepreneurship3

Marketing e Empreendedorismo

Curse code:9554412

Mayumi Thaís Fernandes de Delgado

Learning outcomes of the curricular unit:
  1. To develop and strengthen entrepreneurial and innovation skills
  2. To acquire knowledge on the elaboration of business and marketing plans
  3. To acquire knowledge about consumer behavior, the environment that influences companies and their products/ services, know the marketing mix strategies and understand the different marketing communication tools used.
  4. Know the communication methods and techniques and applying them to nutrition sciences
  5. Develop decision-making skills regarding business plan implementation and financing from a business perspective
  6. Students should be provided with tools that allow them to implement business autonomously and properly manage their marketing plan
Syllabus:

Lectures:

  1. Entrepreneurship and Innovation
  2. The entrepreneurship process:
    • Identification of business opportunities
    • Risk and market analysis
    • Business plan
    • Business implementation and exit options
  3. Marketing
    • Marketing Concepts
    • Marketing Mix of Products (4P) and Services (7P)
    • Marketing Plan
    • Personal Marketing
 
Theoretical / practical classes:
 
  1. Design Thinking Process: practical application of ideation to problem solving
  2. Market Analysis - PEST Analysis, 5 Porter Forces and SWOT: practical application
  3. Development of a Business Plan through the Business Model Canvas: practical application for an online business
  4. Elaboration of a Marketing Plan: practical application for the mentioned business
  5. Pitch role play for personal presentation (personal marketing)
  6. Food Marketing Communication: Case-study Analysis
  7. Development, written presentation and oral presentation of group work
Suggested Bibliography:
  • Gaspar F (2010) O processo empreendedor e a criação de empresas de sucesso. 2nd ed. Edições Sílabo, Lisboa.
  • Kotler P & Armstrong G (2016) Principles of Marketing. 16th ed. Prentice Hall, London. ISBN: 9781292092485
  • Magretta J & Porter M (2012) O Essencial Sobre Estratégia. Concorrência e Competitividade, Centro Atlântico
  • Osterwalder A, Pigneur Y (2013) Criar Modelos de Negócio. 5th ed. Publicações Dom Quixote, Lisboa
  • IAPMEI (2006) Como elaborar um Plano de Negócios: O SEU GUIA PARA UM PROJECTO DE SUCESSO, Available at: http://www.anje.pt/system/files/items/66/original/GuiaPraticoPlanoNegocios.pdf

 

Additional Info

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