Fundamentals of Marketing

Universidade do Sul de Santa Catarina

Course Description

  • Course Name

    Fundamentals of Marketing

  • Host University

    Universidade do Sul de Santa Catarina

  • Location

    Florianópolis, Brazil

  • Area of Study


  • Language Level

    Taught In English

    Hours & Credits

  • Contact Hours

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview


    Marketing is part of modern life as we are continuously exposed to products, services, advertising, media messages, personal sales approaches. The basic idea behind Marketing is that companies can only survive and grow by creating products that satisfy the needs of consumers. But in a continuously changing, globalized business environment this is not an easy task. There are market fluctuations that occur because of cultural changes, technological evolutions, and economic and political decisions that must be accounted for with any appropriate and successful marketing strategy. The understanding of these fluctuations and the marketing process allows companies to define adequate strategies to achieve the everyday battle of accessing consumers, budgets and developing profitable businesses with long term sustainability.

    This course aims to provide students with an understanding of marketing theories and concepts, and to enable them to understand how these tools are used by firms from a variety of industries. Furthermore, the course seeks to provide students with an understanding of the role of marketing in society, key marketing techniques, and the relationship between marketing concepts and the world of business through the use of case studies. Particular attention will be given to the decision making process in the areas of foreign market analysis, target identification, product planning, promotion and channels of distribution. The students will be introduced to aspects of marketing, such as: Marketing Strategy, Promotion, Market Planning, Distribution, International Marketing, Market Segmentation, Services Marketing and Pricing.


    • Prepare the students to think strategically about marketing in a global environment
    • Provide a basic understanding of the marketing concept, the marketing mix (product, place, promotion and price),  segmentation, targeting, positioning, consumer behavior, branding, services marketing, International marketing, market planning, market and marketing strategies.


    • Describe key concepts of marketing in order to contextualize the importance of this topic in contemporary management.
    • Characterize the processes of segmentation, describing their main criteria and suitability to diverse contexts of business activity.
    • Analyze the product vision from the viewpoint of Marketing, describe the life cycle of products in order to analyze the best strategies for each of its stages.
    • Analyze the processes of price formation for understanding the strategic impact of the marketing mix variable in enterprises.
    • Analyze the processes and distribution channels.
    • Describe and analyze the resources available to a company to communicate with their target audiences, highlighting the importance of the information society and the emergence of new communication channels.
    • Describe the practices of marketing in the context of internationalization. Briefly analyze the main forces acting on the international markets.

    Course breakdown:

    Marketing concepts. - 3 hours

    Market segmentation: General process of segmentation. - 6 hours

    Product Policy: product marketing, product life cycle, innovation and product. - 9 hours

    Pricing policy: the price in the marketing mix, demand and prices, costs and prices, pricing decisions. - 9 hours

    Distribution: distribution channels, marketing distribution policy. - 6 hours

    Global political communication: global communication strategy, media and marketing, advertising and marketing. - 9 hours

    International marketing and globalization. - 3 hours

    Course activities include: lectures, case studies, practical exercises, debates, seminars.


    Kotler, Philip & Gary Armstrong, Marketing, An Introduction, Prentice Hall, 2010.
    Kerin, Hartley, & Rudelius , Marketing: The Core , Latest Edition, McGraw-Hill, 2012.

    Basic Marketing, A Global Managerial Approach, William D. Perreault, Jr. and E. Jerome McCarthy, McGraw-Hill, Illinois, 2002 14th edition. ISBN 0-07-243013-3


    To be approved, the student must have a minimum of 70% of improvement and 75% of class frequency. The student cannot be absent on up to 25% of classes.In case of injury or sickness the absence of the student will not count if he presents a medical certificate. In this context, the classroom assignments shall be sent via e-mail to him. When the student joins back his group, the professor is instructed to pay extra attention to him/her in the process of catching up with the class.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations