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Code: 2MEAE02     Acronym: Mkt

Classification Keyword
OFICIAL Management Studies

Instance: 2021/2022 - 1S

Active? Yes
Course/CS Responsible: Master in Economics and Business Administration

Cycles of Study/Courses

Acronym No. of Students Study Plan Curricular Years Credits UCN Credits ECTS Contact hours Total Time
EAE 43 Official Syllabus after 2021-2022 1 - 6 42 162

Teaching Staff - Responsibilities

Teacher Responsibility
Teresa Maria Rocha Fernandes Silva

Teaching - Hours

Theoretical and practical : 3,00
Type Teacher Classes Hour
Theoretical and practical Totals 1 3,00
Teresa Maria Rocha Fernandes Silva 3,00

Teaching language



To provide basic and supplementary Marketing concepts which allow the development of the skills needed to make informed Marketing decisions within the global process of organization management.

Learning outcomes and competences

  • To be able to develop a marketing plan for a brand / company / institution

  • To be able to develop a strategic diagnosis

  • To understand and manage marketing mix variables

Working method



  1. Analysis and diagnosis of marketing environment: external and internal analysis, of customers, competitors, etc

  2. Segmentation, targeting and positioning, and how the company can optimize its strategy through focusing on some customer segments and on specific competitors.

  3. Branding and product/service strategy, how to develop a good brand/product/service strategy.

  4. Marketing communications, and how to develop a communication strategy and make decisions regarding the communication mix.

  5. Distribution channels and how can we understand the role of distributors, retailers and other intermediaries, on delivering products, services and information to customers.

  6. Pricing, definition of pricing strategies that will enhance the value for the customer and capture value to the company

Mandatory literature

Kotler P. and K. L. Keller; A framework for marketing management, 15th edition, Pearson, 2015
Kotler, G. Armstrong, J. Saunders, e V. Wong; Principles of Marketing – 4th edition, Financial Times/Prentice-Hall Inc., 2005
Wood M. B.; The marketing plan handbook, 5th edition, Pearson, 2012

Teaching methods and learning activities

- Theoretical and practical classes

- Use of case analysis pertaining real life situations

- Presentation and discussion of group assignments

- Use of other complementary pedagogical materials (readings, videos, etc) which will frame and systematize the different parts of the program


Social sciences > Economics > Marketing

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation Weight (%)
Exame 60,00
Trabalho escrito 40,00
Total: 100,00

Amount of time allocated to each course unit

Designation Time (hours)
Frequência das aulas 36,00
Trabalho escrito 20,00
Total: 56,00

Eligibility for exams

Students should have a grade of 7 in the exam to pass the course, whatever the grade they obtain in the group assignment.

Calculation formula of final grade

1. The evaluation system has two alternatives: distributed evaluation or final exam

2. Distributed evaluation

2.1 The final classification is composed of a weighted average according to the following criteria:

- Group assignment: 40%

- Individual global exam 60%

2.2 Students will be approved based on the following conditions:

- obtain a final average grade equal or superior to 10 marks

- won’t have a grade bellow seven marks on any of the components – group assignment or individual exam

3. Final exam evaluation

3.1 As an alternative, students may be evaluated through a final exam according to the School regulations, which represents 100%

Classification improvement

- Group assignment: 40%

- Individual global exam 60%

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