Marketing Trends


1. Understanding the factors that shape managers’ and consumers’ decision-making processes.
2. Identifying the biases, heuristics, and emotions that challenge managers’ and consumers’ judgments.
3. Illustrating consumer diversity and assessing how cultural and social issues can affect consumer behavior.
4. Characterize fairness and ethics in consumer and managerial decision making and identify some of the issues that arise from unethical or deviant behavior.
5. Being able to demonstrate how managers could improve their judgment and decision-making capabilities.

General characterization





Responsible teacher

Pedro Gardete | Luis Martinez


Weekly - Available soon

Total - Available soon

Teaching language

Portuguese | English


Available soon


Ariely, D. (2020). Previsivelmente irracional: As forças ocultas que condicionam as nossas decisões. Lisboa: Lua de Papel (versão Portuguesa).

Thaler, R.H. & Sunstein, C.R. (2018). Nudge: Como decider em questões de saúde, riqueza, e felicidade. Lisboa: Lua de Papel (versão Portuguesa).

Teaching method

The course will follow a theoretic-practical approach. Brief expositions on overarching models and examples will be provided. Case-studies will be discussed.
The following learning-teaching methodologies will be used: Expositional, Participative and Self-study.

Evaluation method

The assessment of this curricular unit is done together with the block of curricular units of the same area of knowledge. This assessment has 3 moments, which together define the final grade of the curricular unit:
• Individual exam with a weighting of 50% of the total mark
• Group work with a weighting of 35% of the total grade value
• Individual reflection-action exercise carried out at the end of the curricular unit, with a weighting of 15% of the total grade value. The set of individual action-reflection exercises is a journaling activity, which will constitute, at the end, a learning portfolio capable of synthesising the contributions of the Executive Master for that student.

Subject matter

1. Consumer and managerial decision-making processes: a behavioral approach.
2. Common biases and psychological traps in consumer decision-making.
3. Consumer diversity: cultural and social issues, and trends.
4. Regulations, incentives, and nudging: tools for effective decisions.
5. Real-life consumer and managerial examples and case-studies.


Programs where the course is taught: