Class Marketing Seminar

The objective of this course unit is to develop in the student technical reasoning skills in Marketing environments. As it is a seminar, it has a strong practical component through the carrying out of work, in groups and individually, where theoretical knowledge acquired in the subjects indicated above as recommended is applied, as well as that learned through the analysis of case studies. In one of the works developed by the students, a Marketing simulator is used, which recreates a market. This resource allows the student to perform operations related to data analysis and decision-making processes. Another project is the development of a marketing plan for a Portuguese brand.

Not applicable

The work to be developed focuses on the following topics covered as program content Internal analysis audits of organizations External analysis audits of markets (national/international); Perception of market dynamics and attractiveness factors; Decision-making in marketing environments; Segmentation; Positioning; Marketing mix.

The course uses a management simulator applied to marketing, where students develop a strategy for an organization.  In addition, students have the opportunity to collaborate with a national brand in a real market context through various immersive experiences.

Aaker, D. A., & McLoughlin, D. (2010). Strategic Market Management: Global Perspectives. John Wiley & Sons. Chernev, A. (2025). Strategic marketing management - the framework, 10th edition. Cerebellum Press. Fahy, J., & Jobber, D. (2022). Foundations of Marketing. 7th edition. London: McGraw Hill Education. Harhut, N. (2022). Using behavioral science in marketing: Drive customer action and loyalty by prompting instinctive responses. Kogan Page. Kingsnorth, S. (2025). Digital marketing strategy: An integrated approach to online marketing. 4th edition. Kogan Page. Kotler, P., & Keller, K. (2024). Marketing Management, Europe Edition 6th ed.. Pearson Education. Moerloose, C., & Lambin, J.J. (2025). Marketing stratégique et opérationnel: La démarche marketing dans une perspective responsable 11th edition. Dunod Palmatier, R. W., & Sridhar, S. (2021). Marketing strategy: Based on first principles and data analytics. 2nd edition. Bloomsbury Academic.