Marketing

Code:

2MK01

Acronym:

MARK

Keywords
Classification	Keyword
CNAEF	Marketing and Publicity

Instance: 2025/2026 - 1S

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in Marketing

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MARKT	33	Bologna Official Syllabus	1	-	7,5	56	202,5

Teaching language

Portuguese

Objectives

The course aims to provide the basic conceptual framework of marketing with a view to developing in students the ability to make decisions and implement actions in the field of marketing as elements of the global process of managing organizations.

Learning outcomes and competences

1. Demonstrate the ability to comprehensively and creatively analyze information using marketing tools to develop recommendations for action in a given marketing context.


2. Be able to accurately identify marketing problems, suggest strategic solutions, and recommend effective tactical plans that demonstrate knowledge of integrated marketing concepts.


3. Demonstrate awareness and sensitivity to the global nature of marketing and markets, taking into account different points of view and adapting to specific market requirements.

 

NCSEE Competencies: L1 - L57 and M10, M11 and M12.

Working method

Presencial

Pre-requirements (prior knowledge) and co-requirements (common knowledge)

Program

Mandatory literature

Kotler, P. and Keller, K ; Marketing Management, 15th Edition, Pearson Education, Upper Saddle River, NJ., 2015. ISBN: 9780133856460
Kotler, Philip; Kartajaya , H., Setiawan, I.; Marketing 5.0: Technology for Humanity, Wiley, 2021

Complementary Bibliography

Chernev, A.; Strategic Marketing Management: The Framework, Tenth Edition, Cerebellum Press, 2019
Dionísio, P., Rodrigues, V., Guerreiro, J., Canhoto, R. e Faria, H. ; AI_NOVATOR – Marketing na Era da Inteligência Artificial e da Sustentabilidade, Bertrand Editora, 2024

Teaching methods and learning activities

Based on the active methodology In learning , emphasis is placed on practical aspects without neglecting the transmission of knowledge essential for building a solid theoretical foundation that enables the application of marketing techniques and tools to concrete situations. Thus, the methods used, aiming to combine adaptation to reality with student participation and creativity, are fundamentally based on the presentation of concepts, methodologies, and techniques, as well as case studies .

Exhibitions
Presentation and discussion of concepts, methodologies, and techniques using audiovisual media.

Case Studies

Analysis and discussion of concrete situations that allow not only the exchange of experiences, but also the practice of group decision-making.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Teste	30,00
Trabalho prático ou de projeto	70,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Estudo autónomo	20,00
Frequência das aulas	36,00
Total:	56,00

Eligibility for exams

According to presence

Calculation formula of final grade

The evaluation regime includes two alternatives:

- Distributed assessment

or

- Final exam at the appeal period

Examinations or Special Assignments

Special assessment (TE, DA, ...)

Observations

The course unit contributes to the promotion of the following Sustainable Development Goals (SDGs):

• SDG 12 – Responsible Consumption and Production
• SDG 9 – Industry, Innovation and Infrastructure