Advanced Marketing


Advanced Marketing’s ultimate aim is that students are able to understand value creation through a market driven strategy. The course was designed for students who have already studied marketing, discussing marketing under major topics, and training students’ ability to take complex marketing decisions in a fast moving environment. We will use a marketing simulator that will allow you to witness the effects of your decisions along time. We will go deeper into the major topics, preparing you to understand and discuss them. Overall, the course examines classic and current topics in marketing through a mix of academic material and practical application.

General characterization





Responsible teacher

Carmen Lages


Weekly - Available soon

Total - Available soon

Teaching language





Recommended books:

Walker, Orville Jr. & Mullins, John (2014), Marketing Strategy, New York, McGraw-Hill.

Kotler, Philip & Keller, Keller (2016), Marketing Management, Upper Saddle River, NJ: Prentice Hall.


List of readings, case studies and videos will be made available in Moodle.

Teaching method

The course examines classic and current topics in marketing (adapting to a dynamic and global world and practicing socially responsible marketing) through a mix of academic material (readings) and practical application (marketing simulation game, marketing project for real company, case study resolution and discussion and guest speakers). These will usually be distributed in advance and students will be expected to be prepared to discuss them in class. Learning off-class usually implies the reading of academic and non-academic material. Some sessions will have the contribution of guest speakers from the business world who will discuss practical issues that intend to complement the theoretical content of the course (ex: digital marketing and creative problem solving).

Evaluation method

There is no final exam in this Course. Assessment is divided as follows:

40% - Group Marketing Project (consultancy-type report and presentation) – divided into the following components:

  • Groupwork marketing content and presentation – 40%

  • Memo identifying the project, the major steps to complete it & tentative timeline – 5%

  • Quality of your answers and questions during coursework presentations - 20% for your answers and 10% for your questions

  • Report Quality and Presentation – 5%

  • Peer evaluation – 20%

Individual Mid Term Quiz: 30%

Individual Assignment (Flash essay): 15%

Individual Class participation. Class participation grades are based on quality, listening evidence and frequency of your participation in class and in case study discussions, with grades from A to D (zero). Unjustified absence will be graded zero for that class participation - 15%

Subject matter

  • 1. The Impact of Culture in Marketing Decision Processes:

    Inter-personal and Inter-organizations communication and Culture;

  • 2. The Impact of Market Research in Marketing Decision Processes:

    Market Orientation as Consumer and Competitor Orientation;

  • 3. Social Marketing:

    Promoting change for social good.


Programs where the course is taught: