The curricular unit of Marketing presents the main concepts of the theory and practice of marketing.
In this course, the students will develop a marketing plan and explore the key aspects in the formulation of marketing projects.
The students should be able to:
Explain the role of marketing in organizations and the problems encountered by managers. Build Marketing planning capacities in students through the development of a marketing plan. Improve students' ability to analyse situations and develop marketing recommendations. Improve the student's ability to be selective in the analysis of information needed for decision making in marketing. Develop skills such as the ability to communicate, work in groups, and present results.

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.


Kotler et al (2017). Principles of marketing - 7th European Edition. Harlow: Pearson, 2017. ISBN 9781292092898.

Kotler, P.; Keller, K. (2015). Marketing management. Harlow: Pearson, 2015. ISBN 9781292092621.

Wood, Marian Burk (2011). The marketing plan handbook. 4th ed. Boston: Pearson, 2011. XIV, 210 p. ISBN 0137053509.

Teaching method

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

Evaluation method

1st and 2nd call

Marketing Plan (50%): Each team of students will create a comprehensive marketing plan for an entrepreneurial project or an existing business extension. All aspects of a marketing plan should be addressed as illustrated throughout the classes.

Special Marketing Project (20%): Social marketing: students will create a social project for Portugal. The groups with higher engagement and impact will receive the higher scores.

Final Exam (30%): The final exam consists in all the materials from the course (slides, texts, books), is individual, and without any consultation to course materials.
Minimum grade of 5.0 (in 20) for the exam
Minimum grade of 8.0 (in 20) for the projects

Subject matter

1. The Marketing Field
1.1. Definition and evolution of marketing
1.2. Role of marketing in organizations and Value Creation
1.3. Steps of the plan. strategic marketing
2. Marketing Environment
2.1. Internal and external analysis
2.2. SWOT Analysis
2.3 PESTEL Analysis
2.4 Model of the 5 forces of PORTER
3. Strategic Marketing Management
3.1 Analysis / Auditing - where are we now?
3.2 Objectives - where do we want to be?
3.3 Strategies - Which Path Is Best?
4. Market Segmentation
4.1. Definition Targeting
4.2 Targeting process
4.3. Targeting Strategies
5. Positioning
5.1. Differentiation
5.2. Positioning Gold Triangle
5.3. Brand Policies
6. Consumer Behavior
6.1. Decision-making process
6.2. Influences on the decision-making process
7. Product
7.1. Product Mix
7.2. Innovation
8. Distribution
8.1. Distribution Functions
8.2. Ways of organizing the channels of
8.3. Evaluation and selection of
9. Communication
9.1. publicity
9.2. Promotion and merchandising
9.3. Public relations
9.4. Direct marketing
9.5. Sponsorship and Patronage
10. Price
10.1. Methods of price determination
10.2. Price management


Programs where the course is taught: