Marketing Management
Cod: 62071
Department: DCSG
Scientific area: Management
Total working hours: 156
Total contact time: 40

The Marketing Management unit course aims to deepen and to develop the perception and analysis of how markets function and their more determinant variables. Simultaneously it intends to foster the knowledge on the different techniques and tools considered as vital in both marketing management and digital marketing management in organizations.


By sharing knowledge, the future MBA graduates will acquire competencies in the domains of marketing and digital marketing management that will be an added value for future managers, executives and entrepreneurs. At the same time, the MBA students will also be able to build the basis for becoming future researchers.

Marketing evolution and concepts
The process of marketing research
Satisfaction, value and customer loyalty
Market segmentation and target-market selection
The marketing mix
The brand value

Digital Marketing.
Integrated online Communication
Social Networks
Consumer Behavior on the Internet
Digital Marketing Plan.


1. Main:

Ferreira, B., Marques, H., Caetano, J. Pereira, J. & Rodrigues, M. (2021). Fundamentos de Marketing (4ª Edição). Edições Sílabo.

Kotler, P. & Keller, K. L. (2013). Marketing management (14th ed.). Pearson Prentice Hall.
Kotler, P. & Kartajaya, H. & Setiwan, I. (2017). Marketing 4.0: Mudança do tradicional para o digital. Coimbra: Actual Editora.
Stokes, R. (2018). eMarketing - The essential guide to marketing in a digital world (6th edition). Capte Town: The Red & Yellow Creative School of Business

Conrado, A. (2019). Os 8Ps do marketing digital: O guia estratégico do marketing digital (4ª edição). Alfragide: Texto Editores, Lda.

2. Optional:
Kotler, P. (2003). Marketing Insights from A to Z - 80 concepts every manager needs to know. New Jersey: John Wiley & Sons.

Carrera, F. (2018). Marketing digital na versão 2.0: O que não pode ignorar. Lisboa: Edições Sílabo, Lda.

Kotler et al. (2016) Marketing 3.0: Do produto e do consumidor até ao espírito humano. Coimbra: Actual Editora

Ryan, D. & Jones, C. (2017). Understanding digital marketing: Marketing strategies for engaging the digital generation (4th ed.). Kogan Page.  

Other Sources

Other sources namely cientific articles or other digital sources will be presented through the Course Unit. 



Evaluation is made on individual basis and it involves the coexistence of two modes: continuous assessment (60%) and final evaluation (40%). Further information is detailed in the Learning Agreement of the course unit.

Reading proficiency in English is recommended.