Strategic Marketing


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

Diego Costa Pinto


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.


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

Teaching method

Workshop-oriented classes, lectures, project-based learning, case studies.

Evaluation method

1st call

  • Projects (50%)
  • Final Exam (50%)

2nd call

  • Projects (20%)
  • Final Exam (80%)

Subject matter

Strategy & Marketing introduction
Strategy Canvas and Business Models
The context and emergence of strategic thinking
Competitive Analysis and strategy definition
Strategy as process and practice
Marketing as a strategic force
The marketing plan
Definition of Markets and Segmentation
Creating customer value and satisfaction
Setting product strategy
Developing pricing strategies and programs
Marketing channels and value networks
Managing marketing communications