This course unit is intended to:

1. Provide a framework in the academic and professional fields of intervention levels of the strategic and operational dimensions of Marketing;
2. Provide knowledge on the strategies and value of brands;
3. Provide knowledge on consumer behaviour;
4. To provide an integrated knowledge about the intervention aspects of Marketing to the necessary context analysis, competition, criteria of segmentation, positioning, targeting and repositioning in the market and its reflexes on behaviour, satisfaction, needs, expectations and types of consumers.