Marketing Management


Upon successful completion of this course, students will be able to:
1.Apply marketing theory and concepts to what marketers do in "the real world"
2.Develop critical thinking in solving marketing problems
3.Demonstrate a clear understanding of major marketing concepts in writing and orally using proper business communications techniques
4.Demonstrate the ability to use on-line resources to research and prepare written and oral assignments
5.Improve familiarity with current challenges and issues in marketing
6.Identify how technology is changing the way companies market their products
7.Rethink marketing from a sustainability-oriented vision for the twenty-first century

General characterization





Responsible teacher


Weekly - Available soon

Total - Available soon

Teaching language

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


No frequency requirements.


Kotler, P., and Keller, K. L. (2015). Marketing Management 15/e. Prentice Hall.; Belz, F., and Peattie, K. (2012). Sustainability Marketing: A Global Perspective 2/e. Wiley.; Chuck Hemann, C., and Burbary, K. (2013). Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. Que Publishing.; 0; 0

Teaching method

Theoretical and practical classes.

Evaluation method

Oral and written assignments: 25%
Final Project: 35% (presentation 15% & report 20%)
Final Exam: 40% 

Subject matter

1 - Defining Marketing for the New Realities
2 - Developing and Implementing Market Strategies and Plans
3 - Capturing Marketing Insights and Forecasting Demand
4 - Connecting with Customers
5 - Identifying Market Segments and Targets
6 - Building Strong Brands
7 - Setting Product Strategy
8 - Developing Pricing Strategies and Programs
9 - Designing and Managing Integrated Marketing Channels
10 - Designing and Managing Integrated Marketing Communications
11 - Managing Mass and Digital Communications
12 - Creating a Marketing Organization for Long-Term Success