Marketing Strategy and Consumer Behaviour


This course aims to provide an introduction to the theory and practice of business & marketing strategy and consumer behaviour.

General characterization





Responsible teacher


Weekly - Available soon

Total - Available soon

Teaching language

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


Non applicable.


  • 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

Interactive lectures and students’ seminars.

Evaluation method

Individual assignment  35% 
Group assignment  35%
Exam   30%

Subject matter

- Strategy & Marketing introduction
- The marketing mix and
- Business Model Generation
- The context and emergence of strategic thinking
- Competitive performance and resorce-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
- How Consumers see the world and Themselves
- Consumers as decision-makers