Marketing Strategy and Consumer Behaviour
This course aims to provide an introduction to the theory and practice of business & marketing strategy and consumer behaviour.
Weekly - Available soon
Total - Available soon
Portuguese. If there are Erasmus students, classes will be taught in English
- 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.
Interactive lectures and students’ seminars.
Programs where the course is taught: