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Discipline details

Marketing

Course details

Recommended Prior Knowledge

-
Objectives

Understand how Marketing strategies relate to Human Resources Management, providing students with an integrated view of the sector. The theoretical sessions are the necessary basis for understanding marketing concepts, while the theoretical-practical sessions allow them to apply the concepts in real scenarios, emphasizing the importance of marketing in creating effective Human Resources strategies. Tutorial guidance provides individualized support to the student, allowing for a more in-depth development of analytical and strategic marketing skills. On the other hand, laboratory work allows the student to apply the knowledge acquired in a more dynamic context while encouraging the sharing of experiences. This holistic approach seeks for students to develop practical and autonomous skills in developing marketing strategies in the field of Human Resources Management.
Teaching Methods

Expository, interrogative, active and experience-sharing methods are used. Learning is conducted in an interactive and participatory way, with theoretical classes characterized by debates and group discussions. This approach promotes active student participation and greater involvement in the learning process. Theoretical-practical sessions include case study analyzes and simulations allowing students to apply concepts in a real scenario. Students will develop a practical project that integrates marketing knowledge and Human Resources Management. Also, the development of transversal skills, such as communication, teamwork, critical thinking, marketing ethics, leadership, and conflict management, are included to develop complementary skills to those of the Curricular Unit.
Internship(s)

Não
Syllabus

.1. Marketing Fundamentals • Marketing as a Management Philosophy • SWOT Analysis • Marketing-Mix
2. Marketing and Human Resources • Strategic Recruitment – attracting talent • Internal Brand Development • Effective internal communication • Employee Experience Management
3. Emerging Trends • Traditional Marketing vs Digital Marketing in attracting talent
Content Explanation

The introduction to the fundamentals of marketing establishes the theoretical basis necessary for the Course Unit. These are the fundamental and transversal aspects that are applied to the areas of Human Resources. The interpretation of concepts between Marketing and Human Resources deepens students' knowledge, as it places them in a specific context and not just a general one, which is the fundamental aspect to achieve the objective of developing an integrated vision of these areas. The themes of Employer Branding and Marketing for Human Resources aim to train students with specific themes in the area of Human Resources, fundamental for current and future professionals in the sector. This approach ensures that students can apply theoretical knowledge in real situations. The goal will be to ensure that students gain not only theoretical and practical knowledge, but also develop the essential skills to excel in the Human Resource Management sector.
Methodology Explanation

The didactic approach of theoretical classes aims to provide a solid understanding of the fundamental principles of marketing, this time adapted to the area of Human Resources. Through strategies such as debates, group discussions, questions for reflection and sharing of experiences and real cases, we seek to encourage students to play an active role in the learning process. Theoretical-practical sessions, which focus mainly on the development and analysis of case studies, allow students to apply theoretical concepts in real cases, strengthening their transversal understanding of a given context and promoting their ability to interpret and analyze critical, with a view to solving problems. Promoting the integration of different points of view and the ability to debate, learning based on group work stands out as a fundamental element in the Curricular Unit. The main objective is to integrate Marketing knowledge into the specific area of Human Resources Management To guarantee a transversal understanding and the applicability of Marketing concepts in a Human Resources Management context, the assessment includes several moments, such as participation in classes, individual written assessment, group work and an oral presentation, calling on the student to demonstrate their skills and knowledge acquired throughout the semester. It is important to highlight that the teaching methodologies adopted in the Marketing Curricular Unit are directly aligned with the learning objectives, ensuring that students acquire knowledge relevant to their area of study, including essential practical skills for their future professional career in Marketing Management. Human Resources.
Responsible Lecturer(s)

Gustavo Quiroga Souki - 1.º Semester
Bibliography

Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management (16th ed.). Pearson.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity.
John Wiley & Sons. Scott, Travis (2020). Think Differently: How Recruitment Marketing Gets You Noticed Over the Noise. Amazon Digital Services LLC – Kdp
Ellis, James (2020). Talent Chooses You: Hire Better with Employer Branding. Independently Published
Adams, B., Marshall, C. (2020). Give & Get Employer Branding: Repel the Many and Compel the Few with Impact, Purpose and Belonging
Evans, Richard (2016). The Talent Magnet: Employer Branding & Recruitment Marketing Strategies to Attract Millennial Talent. CreateSpace Independent Publishing Platform

Code

LGRHP1102
Teaching Mode

PRESENCIAL
ECTS

5.0
Duration

Semestrial
Hours

45h Teórico-Práticas

Conteúdo atualizado em 21/03/2025 15:46