Marketing in Human Resources Management (301047)

Learning Outcomes

1. Introduction of the basic marketing concepts (studies, segmentation, objectives, positioning, marketing mix);
2. Make the distinction between strategic and operational marketing;
3. Develop the capacity for practical application of concepts;
4. Conceptually structure the theory of Marketing Communication;
5. Apply according to principles the variables of the communication mix;
6. Know how to define the strategic positioning of a company/product/services facing new technologies.
7. comprehend the importance of relationship marketing;
8. comprehend the concept of market orientation and its implication in organizational culture;
9. use concepts and marketing attitudes to manage people in organizations;
10. relating the concept of market orientation with organizational learning and innovation, for a better organizational performance;
11. Use means, methods and techniques, to attract.

Study Program

1. Theme 1- fundaments of Marketing
* Marketing as a management philosophy – basic concepts (studies, segmentation, objectives, positioning, mix);
* Evolution of the concept of Marketing Management
* Strategic marketing/ Operational Marketing
* Marketing and the Internet;
* Strategies and strategic options.
2. Theme 2 – The implications of the marketing attitude and the market orientation in organizational culture
* Precedents of Market Orientation
* The concept of M. O. – theories and methods;
* The M.O. and its implication in organizational learning and innovation
3. Theme 3 – marketing communication
* The nature and functioning of M. Communication;
* Strategic component of communication;
* Analysis of the variables of marketing communication;
* From Marketing strategy to communication strategy;
4. Theme 4 – Internal marketing as a conceptual model.
* Application of marketing concepts to human resource management;
* Internal marketing as a model for Human Resources.

Bibliography

MAIN REFERENCES 

LAMBIN, J. (2000) Marketing estratégico, McGraw-Hill, New York
LENDREVIE, J., LÉVY, J, DIONÍSIO, P., RODRIGUES, J. (2015). Mercator da Língua Portuguesa – Teoria e Prática do Marketing, 16ª edição atualizada, Lisboa., Publicações Dom Quixote

OTHER REFERENCES: 

CADOGAN, J. e DIAMANTOPOULOS, A. (1995). Narver and Slater, Kohli and Jaworski and the market orientation construct: integration and internationalization. Journal of Strategic Marketing, 3, pp. 41-60
JAWORSKI, B. E KOHLI, A. (1996). Market Orientation: Review, Refinement and Roadmap, Journal of Market Focused Management, 1, pp. 119-135.
SANTANA, S. E DIZ, H. (2001). Aprendizagem Organizacional: Factores de competitividade em PME da indústria portuguesa, Universidade de Aveiro, Aveiro