Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Marketing

PROJECTO - 2025/2026

3º curricular year
Semestralidade: 2nd semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutora Isabel Cantista
Assistant Professor: Prof. Doutora Isabel Cantista

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

Development of Strategic Planning Skills:
Stimulating Creativity and Innovation:
Practical Application of Concepts Learned During the Course:

Specific Aims/Objectives

1. Students will be able to identify and analyze environmental factors
2. Students will be able to create detailed action plans
3. Students will apply the market segmentation principles learned,
4. Students will use digital marketing analysis tools to optimize online presence

Skills to be acquired

1. Develop the ability to perform analyzes using strategic tools
2. Develop the competence to create detailed tactical plans, outlining the specific activities necessary to achieve established marketing objectives
3. Recognize various types of Marketing Plan; different Methodologies/Authors
4. Identify and define relevant market segments
5. Develop digital marketing capacity

Teaching Procedures

Presentation of the Topics included in the Program
E:
1) Internship in a company with an approved work plan and development of a supervised report.
OR
2) Entrepreneurship project
OR
3) Academic dissertation

Programme

Project Development
Cost Structures in Marketing
SEO

Evaluation Type

The evaluation of the curricular unit will be carried out on a continuous basis through the completion of a set of elements:
- Attendance and participation in classes;
- 2 written tests on the theory
- Presentation and submission of the report

Teaching Resources

1. Recommended books (Bibliography)
2. PowerPoint Presentations
3. Case Studies/Articles
4. PowerPoint Whiteboard and Projector
5. Moodle

Sustainability Objectives

Keywords

Marketing
Marketing Plan
Planning
Strategy

Main Bibliography

Complementary Bibliography