Marketing

Bachelor’s Programme

The degree in Marketing aims to prepare successful professionals in labor market integration, assuming responsibilities in public or private organizations, both at the top or at the functional level. It is also expected that he/she becomes autonomous and self-requiring, in order to be adaptable to changing professional contexts. Achieving these goals also guarantees a solid basis for further training at higher levels (2nd and 3rd degree cycles).

Programme Coordinator

Liliana Coutinho Vitorino
coord.mk.estg@ipleiria.pt

Reference

9205

School

Technology and Management

City

Leiria

Language

Portuguese

Type

Morning & Afternoon

Length

6 Semesters

Vacancies

General contingent 46
International student contingent 8

DGES certification

Link to Registration

Objectives

Programme

The degree in Marketing is designed to prepare professionals with multidisciplinary and specialized training for the exercise of activities in marketing areas, able to: identify, define and explain specific concepts, define and solve problems, apply concepts and theories in real world situations; analyze and distinguish different organizational contexts; gather, select, synthesize and communicate information in a professional manner; learn independently and continuously.

Study Plan

ECTS: 180

1st Year
2nd Year
3rd Year

1st Year
ID	Name	Semester	ECTS	Length
	Financial Accounting	1st Semester	6	60 h
Accounting and Reporting Accounting Fundamental concepts Plan of accounts: its structure The principal financial statements Operations of exploration cycle and related with assets and liabilities Purchases and sales VAT – Value added tax Inventories Revenues in sales and related operations Others costs and incomes Net financial resources Operations of investment cycle Brief analysis of the investment cycle operations The value of information and users’ needs Users of accounting information The value of information: qualitative characteristics of information
	Commercial Management and Negotiation	1st Semester	5	45 h
Impact of Marketing and Negotiation Theory on sale Marketing and sale Negotiation and sale Organization of the commercial area and seller’s role The organization of the commercial area The salesperson – role, competences and care in personal presentation and in the workplace Management of relational selling Sales techniques and the methodology of organized sale Management of a customer portfolio
	Introduction to Management	1st Semester	5	60 h
Fundamentals in the management of organisations The evolution of Management as a science The organisational environment Planning Decision-making Organizing Directing Controlling Modern Management
	Management Marketing	1st Semester	6	60 h
Evolution of Marketing concept Situational Analysis Segmentation and Targeting Positioning Marketing-Mix Linkage between Strategic and Operational Marketing Marketing Trends
	Quantitative Methods	1st Semester	6	60 h
Matrices and systems of linear equations Generalities Matrix operations Systems of linear equations Real functions of real variable Basic concepts about functions Polynomial and rational functions Exponential function Logarithmic function Limits and continuity Differential calculus in IR Derivatives Derivative applications Integral calculus in IR Primitive Defined integrals
	Communication Techniques	1st Semester	2	30 h
Communication: Concepts of communication; Approaches to the study of communication; Interpersonal communication: Behaviours; Verbal communication; Nonverbal communication. Presentation: Oral presentations in public: Performance of the speaker; The audience; Structure of the presentation; Context and audio-visuals. Meetings Written communication for academic and professional purposes: Business correspondence (business letter/ letter of complaint /email); The process of applying for a job; The report; bibliographical references; footnotes and quotes. The abstract.
	Consumer Behaviour	2nd Semester	6	60 h
Introduction to consumer behavior study The market: consumer behavior ground individual consumer behavior Determinants Determining external consumer behavior Dynamics of purchase
	Statistics Applied to Marketing	2nd Semester	6	60 h
Descriptive Statistics. Probability Distributions. Point and interval estimation. Tests of Hypothesis. Bivariate analysis. Linear regression
	Corporate Finance	2nd Semester	5	60 h
Introduction Corporate finance interest Company’s purpose Financial management tools Financial Analysis Introduction Preparation of information for financial analysis Analysis of financial equilibrium Risk analysis Performance and growth analysis Cash Flows statement Financial Mathematics Capital and interest Discount and capitalization Nominal and effective interest rates Annuities and perpetuities Cost of Capital Types of capital cost The cost of equity and CAPM The cost of equity and M&M Other approaches Asset Valuation Types of valuation approaches Relative valuation Income valuation Valuation of marketing assets
	Fundamentals of Economics	2nd Semester	5	60 h
Introduction The object and method of Economic Science. Positive versus Normative Economics. Macroeconomics and Microeconomics Economic systems Scarcity and choice Opportunity cost Production Possibility Frontier The market: demand and supply Applications of demand and supply Consumer theory Indifference curve and marginal rate of substitution Utility function Maximizing utility with regard of budget restriction Producer theory Production function Isoquant and Marginal rate of technical substitution Maximizing production with regard of cost restriction National Accounts
	English	2nd Semester	2	30 h
English as a lingua franca: Attitudes towards English expressions to convey linguistic and learning necessities. Brief notions of the characteristics that have led English to become a global language. Contacts: Starting and keeping conversations about topics related to the professional context by telephone, email, letter. Describing people and exchanging information. Informal Conversation: Taking part in conversations about people, places and other topics; description of personal and professional profiles; identification of cultural differences. Meetings: Expressions to set up and organize meetings, make decisions, solve problems, present suggestions and lead meetings. Official register of information. Checking and clarifying facts and figures. Negotiating relationships: Expression of formality and informality. Expression of likes and dislikes about travelling on business. Discussing attitudes about meetings and cultural behaviours in different countries.
	Operational Marketing	2nd Semester	6	60 h
Introduction The strategy and marketing Strategic plan versus operational plan The relationship between the strategic marketing and operational marketing Marketing-Mix Product Distribution Price Promotion Marketing Plan The concept of a marketing plan The stages of a marketing plan The elaboration of a marketing plan

2nd Year
ID	Name	Semester	ECTS	Length
	Marketing Communication	1nd Semester	5	60 h
Integrated communication Communication management and planification Situation analysis Aims Positioning Target Communication elaboration Communication variables Budget Chronogram
	Visual Communication and Graphic Design	1st Semester	5	60 h
Visual communication and graphic design: Introduction to communication, language and graphic design; Gestalt theory: concepts of unification (unity), segregation (prominence), similarity, proximity, continuity, closure, simplicity (pregnance); Introduction visual image: brand, mascot and logo, style book and guidelines; Notions of image types, prepress and printing. Editing, digital production and graphic application Introduction to digital and vetorial design; Main vector drawing tools; Application of drawing tools for the production of graphic elements; Construction of graphic elements for visual communication.
	Cost and Budget Accounting	1st Semester	5	60 h
Introduction to Management Accounting Objectives, requirements and Network Analysis Financial accounting and management accounting comparison Fundamental Concepts and Classification of Costs Manufacturing systems Costs for business functions, setup costs and margins and income statement by function Costs and margins configuration Methods of Allocation of Overheads Method of Analysis Centers Homogeneous Sections Homogeneous sections method Cost Accumulation Systems Costs of production orders and Process Enhancement of Production in the process of manufacturing Costing Systems Costing Systems real-Total, Variable, and Rational Cost Total costing, variable costing and rational costing Cost / Volume / Profit Assumptions Break even point and Margin of Safety Applications and limitations of the analysis Planning and Evaluation – A Budget Management Approach
	Market Research	1st Semester	6	60 h
Introduction to marketing research Definition and characteristics of marketing research The nature and role of marketing research Marketing research steps Research design formulation Potential sources of error Marketing research process Primary and secondary data Qualitative research Quantitative research Questionnaire design Measurement and scaling Sampling: design and procedures Sample size determination Data statistical analysis in SPSS Introdutory data statistical techniques Simple and multiple regression Factor analysis Cluster analysis Report preparation and presentation Report preparation, interpretations and conclusions
	Data Management and Analytics	1st Semester	5	75 h
Data management and analysis using spreadsheets References, formulas, functions Use of hypothesis analysis tools and scenario management Pivot tables, charts, and dashboard creation Data import and validation Data quality, processing, and cleaning Database management systems General concepts about databases Relational model Structured Query Language (SQL) Data extraction Consultations and research Data analytics Business Intelligence (BI) concept Data visualization and storytelling BI and data analysis process Key Performance Indicators (KPIs) Project management and monitoring Data segmentation and clustering Customer segmentation and classification RFM model (Recency, Frequency, Monetary) Data preparation for Marketing campaigns Data management Best practices Risks, challenges, and trends Interactive data integration and visualization Support tools
	Retail Marketing	1st Semester	4	45 h
Introduction Evolution of retail sector distribution Characterization of the retail sector Trends of retail sector Retail Marketing Critical Success Factors Strategic decisions and tactical decisions Merchandising Merchandising Concept Importance, objectives and types of the Merchandising Merchandising Techniques Trends of the merchandising
	Law applied to Marketing	2st Semester	6	60 h
Chapter I – Introduction Chapter II – Consumers Rights Chapter III – Advertising Legal Regime Chapter IV – Regulation on Personal Data protection Chapter V – Right of Industrial Property Chapter VI – Prices and Labeling
	Digital Marketing	2nd Semester	6	60 h
Marketing in the Digital Age Digital Marketing Tools Search Engine Advertising Digital Marketing Strategy: The 8 P’s Methodology Digital Marketing Plan Evaluation and control of digital marketing plans
	Logistics Management	2nd Semester	5	60 h
Logistics Logistics – origin, evolution, concept, dimensions Logistics activities and costs Logistics and marketing Inventory management Stock management Procurement Transport management Classic transport problem – transport from n origins to m destinations Route definition Study cases Location decisions Introduction – the process and determining factors in choosing Location determination methods Current trends and challenges in the context of logistics management
	Innovation and Entrepreneurship	2nd Semester	2	30 h
Introduction to Entrepreneurship Innovation The inner entrepreneur Continuous improvement Innovation Opportunities and ideas Sources of ideas Creativity Testing ideas Business strategy Marketing Strategy Leadership and ethics Intellectual Property Financing Team and project management Organizational management and business plan Scale the busines
	International Marketing	2nd Semester	5	60 h
Introduction to International Marketing The International Marketing Environment The international economic environment, regional market characteristics and preferential trade agreements The socio-cultural environment The political and legal environment Global information systems and market research in international marketing Segmentation, Targeting and Positioning International Marketing Strategies The International Marketing Mix International Product and Branding Decisions International Pricing Decisions International Distribution Decisions International Communication Decisions The International marketing trends and the integrated implementation of international marketing strategies
	Content Production	2nd Semester	6	75 h
Content production strategy Basic concepts and principles of content marketing Types of content and their characteristics Storytelling and content publishing strategies Copywriting techniques Content planning and scheduling Emerging content production trends and tools Digital tools for content production Main digital design tools and content production based on static images; Tools to support and support the writing of digital content; Main tools for assembling, processing and editing moving image content

3rd Year
ID	Name	Semester	ECTS	Length
	Marketing Workshop	1st Semester	5	60 h
Solving real community problems/challenges Identification of participating companies/organizations The Case Design; Team Building Co-creation of innovation – Design thinking; Empathy Understaning the context – visits to organizations; Identifying and Understanding the Stakeholders Definition Ideation Dynamics of creativity Ideas Assessment – Visits to Research Centers; Envolment of Experts The Value proposition The Prototype – Prototyping/Demos; Test – Solution Validation Value for the individual; merchant; organization (business/entity)
	Corporate Strategy	1st Semester	5	60 h
What is strategy Strategic management process Vision, mission, values and goals Analysis of the external environment Analysis of the internal environment and SWOT Business and functional strategies Corporate strategies Internationalization and international strategies Topics on strategy implementati
	Brand Management	1st Semester	5	60 h
Concept and importance of Brand and Brand Management Concept and functions of brands Concept of brand equity Brand Identity Concept and identity models Identity sources Mission, positioning and brand values Brand mission Brand positioning Brand values Brand Signs Name Logos and symbols Characters Slogans Jingles Packaging Brand Marketing Programs Product/services strategy Price strategy hannel strategy Integrated communication strategy New Trends in Brand Management Brand experience Emotional branding Brand communities Brand Strategies Brand architecture Brand categories Brand extension Co-branding Licensing Measuring Brand Value
	People Management and Internal Marketing	1st Semester	5	60 h
Integration of people management practices into internal marketing strategies Communication and Internal Branding Talent attraction and retention Performance Management and Assessment Training and Development Case Studies in Internal Marketing
	Intelligence Marketing	1st Semester	2	67.5 h
Decision Support Systems in Marketing; The Data Warehousing process as a precursor to decision-making in Marketing; Business Intelligence and Reporting Systems for Marketing; Data Mining for Marketing; Text Mining and Web Mining in Marketing; Data Science and Generative Artificial Intelligence in the decision-making process in Marketing.
	Elective I	1st Semester	5	60 h
Choose from the following Couse Units: Forecasting Methods Forecasting, planning and decision-making Typology of forecasting methods Forecasting in time-series Moving average models Simple exponential smoothing model Exponential smoothing model with trend effects Exponential smoothing model with trend and seasonal effects Decomposition models ARIMA models Forecasting in linear regression Linearization of models and simple linear regression Multiple linear regression Inference Forecasting in panel data Pooled OLS Fixed effects model Forecasting qualitative variables Binary choice models (LPM, Probit and Logit) Multinomial choice models (LPM, Ordered Logit and Multinomial Logit) Advertising Module 1: Communication in Advertising Marketing Placement of advertising Actors advertising The briefing Module 2: The Advertising Strategy The communication management The strategy of the message The creative process The media Module 3: The Legal Framework and Effectiveness of Advertising The effectiveness of advertising Legal framework for advertising Personal Marketing Introduction Concept and scope of the Personal Marketing Importance of the Personal Marketing Personal Marketing Specifics Personal Marketing characterization Emergence and evolution of the Personal Marketing Related concepts 4 P’s of marketing in the personal context Commandments of Personal Marketing Personal branding Personal brand and its importance Support models to the construction and management of personal brands Rules of the personal brand building process Stages of the personal brand building process Factors determining the competitive advantage of the personal brand Personal Marketing Plan Self-discovery Vision and personal mission Personal and professional goals Target(s) Personal brand Communication strategies Results evaluation Social Marketing Fundamentals of Social Marketing Planning a Social Marketing campaign Definition of the social problem, organisation(s) involved, information, purpose and focus Diagnosis of the situation Definition of priority audiences Behaviours to be achieved and target objectives Identifying audience perceptions Building a positioning Social marketing mix Evaluating and monitoring impact Measuring long-term behaviour change and social impact Cost-benefit analysis and return on investment in social marketing Ethical principles, equity and social responsibility Ethical dilemmas in social marketing Social justice, equity and inclusion in campaigns Creating responsible and culturally sensitive messages Innovation and Future Trends Exploring new trends in social marketing Adapting to technological advances and social changes Analysing case studies E-Commerce Introduction to E-Business and E-Commerce Model of Business in E-Commerce Strategies of E-Comerce and its implementation; E-commerce Infrastructure: Web, Mobile Plataform and payment options Development of online presence: Design, create, manage and maintain. Territorial Marketing The territory as a brand and competitive system Diagnosis and strategic planning in territorial marketing The territory’s target audiences: who they are and retention strategies Territory resources Strategies for brand and territory development Construction and dissemination of the territory’s image
	New Product Design and Marketing	2nd Semester	4	45 h
Design and new products in marketing Design tools: color, typography, composition, function and ergonomics Application of design tools in communication Design and packaging policy Design and marketing process for new product development
	Service Marketing	2nd Semester	4	45 h
Introduction Characterization of Services Marketing Service consumer behavior Service quality management Service failures and recovery Innovation in services Experiential Marketing
	Relationship Marketing	2nd Semester	4	45 h
Relationship marketing versus transaction marketing Sources of value for de customer Administration of relationship in the digital context Total relationship marketing as a mixed strategy Relationship marketing implementation and control
	Internishp / Project	2nd Semester	15
Marketing Internishp To be defined for each specific case. Marketing Project Background and Objectives of the Marketing Project Current Situation Diagnostics 2.1 External analysis (Market trends; Consumer behavior; Competitors; External factors and their impact on market development) 2.2 Internal analysis (Products/services, sales and customers; Brand; Prices; Channels; Communication) 2.3 Market research (Objectives; Methodology; Results; Conclusions and strategic recommendations) 2.4 SWOT analysis Goal Definition Marketing Strategy Formulation 4.1 Targeting 4.2 Positioning 4.3 Brand strategy 4.4 Product/service strategy 4.5 Price strategy 4.6 Sales and channels strategy 4.7 Promotions and communication strategy Implementation Plans and Action Programs Financial Projections (Budgets; Financial maps; Economical-financial analysis) Evaluation and Control (Sales; Costs and profitability; Other aspects of the marketing policy) Contingency Plans

Entry Requirements

For further information about international students’ applications,
please see International Applicants
or contact the International Students’ Office by email at: estudante.internacional@ipleiria.pt

Accreditation

State: Accredited
Number of years of accreditation: 6
Publication Date: 20/12/2024
A3ES Accreditation

Application Fee

60€

Enrolment Fee

General contingent 30€
International student contingent 100€

Tuition Fee

General contingent 697 €
International student contingent 3000€