Estratégia e Inovação em Marketing


The course of Marketing Strategy and Innovation (MSI) aims to develop on students an improved understanding and practice in key topics related to marketing strategy, strategy innovation, and design thinking for innovation. It also provides a hands-on approach using a diversity of challenges and paths in which students can craft their own learning journey.

Caracterização geral





Professor responsável

Diego Costa Pinto


Semanais - A disponibilizar brevemente

Totais - A disponibilizar brevemente

Idioma de ensino

Português. No caso de existirem alunos de Erasmus, as aulas serão leccionadas em Inglês


There are no enrolment requirements. However, students with no previous marketing background should become familiar with basic marketing concepts by reading the recommended books and materials.


Método de ensino

  Workshop-oriented classes, lectures, project-based learning, case studies, weekly challenges, quizzes.

Método de avaliação

1st call (no exam):

Projects: 50%

Quiz: 30%

Individual Challenges: 20%


2nd call (exam):

Projects: 40%

Exam: 60%

A minimum grade of 8.0 (in 20) for the Quiz/Exam
A minimum grade of 10.0 (in 20) for the Project Deliveries



For each day of delay, a -1 point (in 20) penalty is applied.

In the first call, students must complete 4 out of 8 challenges.


The curricular unit is organized in the following Learning Units:
1. Introduction to Strategy & Marketing
2. Marketing Strategy and Innovation (MSI) Canvas
3. The context and emergence of strategic relevance
4. Competitive Analysis and Blue Ocean Strategy definition
5. Strategy as process and practice
6. Marketing as a strategic force via E² Design (Experience + Engagement)
7. The Marketing Strategy and Innovation (MSI) plan
8. Creating a customer value proposition
9. Setting design thinking as an innovation strategy
10. Identifying behavioral insights for marketing
11. Business Models Innovation
12. Prototyping and Managing marketing innovations


Cursos onde a unidade curricular é leccionada: