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Principles of Marketing

| Disciplinas em Inglês

Carga Horária: 40h

Data: Em Breve

Valores: Alunos, ex-alunos FECAP Externos:

Período de Inscrição: Em Breve

Prof. Iná Barreto

Sobre o curso

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

Conteúdo

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

• Lectures
• Case studies
• Group discussions

Essay and exercises in class

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.

Sobre o professor

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.

Iná Barreto

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