Marketing Strategy and Consumer Behaviour


This course aims to provide the theory and practice in marketing strategy and to understand the role of marketing on a company’s strategy.

General characterization





Responsible teacher


Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English


There are no enrolment requirements.


  • Osterwalder, Alexander & Pigneur, Yves. Business model generation: a handbook for visionaries, game changers, and challengers. New Jersey: John Wiley & Sons, 2010.
  • Clegg, Stewart et al. Strategy: theory and practice. London: Sage, 2011.
  • Kotler, Philip & Keller, Kevin Lane. Marketing management. 15th ed. Boston: Pearson, 2015.
  • Solomon, M. et al. Consumer Behaviour: a European perspective, 6th Edition, Prentice Hall, 2016.

Teaching method

Lectures, Workshops, Case Studies, Project-based Learning.

Evaluation method

1st call

  • Project – Part 1 (35%)
  • Project – Part 2 (35%)
  • Final Exam (30%)


2nd call

  • Project – Part 1 (35%)
  • Project – Part 2 (35%)
  • Final Exam (30%)


Minimum grade of 8.0 (in 20) for the exam

Minimum grade of 5.0 (in 20) for the projects

Subject matter

  • Strategy & Marketing introduction
  • The marketing mix
  • Business Model Generation
  • The context and emergence of strategic thinking
  • Competitive performance and resource-based view of strategy
  • Strategy as process and practice
  • Marketing as a strategic force
  • The marketing plan
  • Creating customer value and satisfaction
  • Setting product strategy
  • Developing pricing strategies and programs
  • Marketing channels and value networks
  • Managing marketing communications
  • Consumer Behaviour
  • Consumer decision-making