Cod: 61025
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.

Marketing mix

The unit aims to develop competencies for carrying out professional activities within the organizations’ marketing departments, namely concerning the management of the marketing mix, business strategy formulation and the study of consumer behavior. The student is also expected to acquire introductory skills in Digital Marketing.

Marketing Concept
Brief History
The Marketing Axioms
The Marketing Rules
The Pillars of  Marketing
The Marketing Functions
Marketing and the Marketplace
Marketing in enterprise
Marketing Mix
Marketing Strategies
Consumer Behavior
Introduction to digital marketing

 1. Main:
Ferreira, B., Marques H., Caetano, J., Pereira, J. & Rodrigues, M. (2021). Fundamentos de marketing (4ª ed.). Lisboa: Edições Sílabo.
Carrera, F. (1018). Marketing digital na versão 2.0: O que não pode ignorar (4ª ed.). Lisboa: Silabo.
 2. Optional:
Almeida, M. R. & Pereira, J.M. (2014). Marketing de serviços. Lisboa: Edições Sílabo, Lda.
Celeste, P. & Moniz, L.B.(2019). Marketing performance: 80 métricas de marketing e vendas. Lisboa: Clube do Autor.
Kotler, P., Kartajaya, H. & Setiwan, I. (2017). Marketing 4.0: Mudança do tradicional para o digital. Coimbra: Actual.



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%).

Very good computer skills; Computer vocabulary; Word processing; Internet.
Basic texts are written in Portuguese, however students are recommended to be competent in English because complementary readings may be in English.