Marketing (LGVR)
Cod: 61071
Department: DCSG
Scientific area: Management
Total working hours: 156
Total contact time: 15

The course unit aims to provide professional education in marketing. It offers knowledge on key marketing concepts, marketing at corporate level, marketing mix, marketing strategies and consumer behavior. The importance and impact of digital technology in marketing will also be briefly introduced.

1. Marketing Management

2. Retail Marketing Strategy

3. Retail Marketing Mix

4. Digital Marketing Strategies


The unit aims to develop skills in the application and understanding of the main marketing concepts of organizations, namely concerning the management of the marketing mix, business strategy formulation and the study of consumer behavior. It is also intended to develop introductory skills in terms of Digital Marketing in its application to the business world.

Marketing Concept

Brief History 

The Marketing Rules 

The Marketing Functions

Marketing and the Marketplace

Marketing in enterprise

Marketing Mix

Marketing Strategies

Consumer Behavior

Introduction to digital marketing


1. Main:

Chaffey, Dave; Ellis-Chadwick, Fiona. (2022). Internet Marketing- Strategy, Implementation and Practice (8.ª ed.)

Ferreira, B., Marques H., Caetano, J., Pereira, J. & Rodrigues, M. (2021). Fundamentos de marketing (4ª ed.). Lisboa: Edições Sílabo.

Perrey, J., & Spillecke, D. (2013). Retail Marketing and Branding (2nd edition). , Chichester, United Kingdom: Jon Wiley & Sons, Ltd. 

 2. Optional:


Kotler, P., Kartajaya, H., & Setiwan, I. (2021). Marketing 5.0: Tecnologia para a Humanidade. Coimbra: Conjuntura Actual Editora.

Celeste, P., & Moniz, L.B.(2019). Marketing performance: 80 métricas de marketing e vendas. Lisboa: Clube do Autor.




Continuous assessment is privileged: 2 digital written documents (e-folios) during the semester (40%) and a final digital test, Global e-folio (e-folio G) at the end of the semester (60%). In due time, students can alternatively choose to perform one final exam (100%).

Good computer skills from the user's perspective, especially in word processing and internet.

The focus on scientific articles related to the marketing of services in retail will help to understand and consolidate concepts related to the business.

Although many of the texts are in Portuguese, a good command of the English language will be desirable.