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Licenciaturas

Marketing

Marketing

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A licenciatura em Marketing pretende introduzir no ensino do marketing em Portugal, uma formação centrada nas competências analíticas e relacionais do estudante, que se cruzam com conhecimentos de gestão e marketing. Um profissional de marketing é responsável por "criar o negócio da empresa": decidir que produtos vender, para quem, a que...

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A licenciatura em Marketing pretende introduzir no ensino do marketing em Portugal, uma formação centrada nas competências analíticas e relacionais do estudante, que se cruzam com conhecimentos de gestão e marketing. Um profissional de marketing é responsável por "criar o negócio da empresa": decidir que produtos vender, para quem, a que preço, onde, quando e como; definir objectivos de vendas; traçar o plano para os alcançar.

A licenciatura permite aos estudantes adquirirem as competências para:

  • Dominar os fundamentos da gestão e estratégia da empresa;
  • Ter uma atitude crítica sobre as estratégias de marketing;
  • Perspetivar tendências;
  • Resolver problemas das organizações, utilizando o pensamento crítico de forma criativa;
  • Assumir um papel proativo de gestão e liderança de equipas;
  • Utilizar os principais equipamentos, softwares, métodos e técnicas ligadas ao marketing.


Esta licenciatura, leccionada 100% em inglês, tem um semestre de mobilidade internacional* obrigatório, sendo que o estudante tem ainda a possibilidade de o frequentar numa de duas escolas internacionais de referência:


*Não inclui custos extras com o programa no exterior, transporte, alojamento e alimentação.

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Duração

3 anos

Tipo

LICENCIATURAS GLOBAIS

Área Formação

Marketing & Comunicação

Coordenador

Maria do Carmo Leal

Saídas Profissionais

Direção de Marketing
Market Analyst and Research
Gestão de Produtos e Marcas
Consultoria
Pricing Analyst

Provas de Ingresso

Economia ou Geografia ou Português

Experiência Internacional

ESCE - École Supérieure du Commerce Extérieur       

O semestre na PACE University envolve um pagamento extra na propina.

Empresas

Ao longo da licenciatura, o estudante terá um constante contacto com o mundo empresarial, quer através de seminários com líderes e profissionais de referência de empresas nacionais e multinacionais - iFuture e Master Classes - quer através do estágio obrigatório.

Plano de Estudos

Unidades Curriculares Horas /Semana ECTS
Economics

The Economics course provides students with a set of skills and tools that allows them to look at the world around them and understand individual economic decisions and the performance and structure of national economies. Both Microeconomics and Macroeconomics questions and topics are covered in this introductory economics course. Students are expected to develop critical and creative thinking as they are provided with the tools that help them to understand the multiple dimensions of economic activity and to discuss different proposals and the impacts associated with these proposals.

4 6
Marketing Fundamentals

The course of Marketing Fundamentals allows the students to get a comprehensive understanding about the main concepts and principles of marketing. At the end of the course students will be able to describe what is the function of marketing in an organization, identify the surrounding forces that influence the business, segmenting a market, choose a target audience, define a brand positioning and make decisions with respect to different marketing-mix variables (product, price, distribution and promotion).

4 6
Business Management Fundamentals

The objective of this course is to get students familiarized with the origins of management as a science and its main modern routes. Developing their abilities in terms of debating within a workgroup through classroom assignments, presenting their conclusions to the class around the issues of managerial roles, the craft of managerial life, the managerial cycles, the human and technological dimensions of organizational life and the capabilities to start developing business activities at large. 

4 6
Marketing and Communication Law

The purpose of Marketing and Communication Law is to allow marketing and communication professionals, not lawyers, to acquire knowledge on the law, concepts and fundamental rules, essential to advertising activity in its several supports, media activity, as well as activities related to advertising and communication, personal data protection, competition, copyright protection and industrial property.
By the end of the CU, students should be able to know and interpret the essential elements of the legal regimes of media, advertisement, data protection and consumer rights. 

4 6
Science, Sources and Methods

The Science, Sources and Methods Curricular Unit has been developed with the aim of familiarizing students with the fundamental concepts, methods and techniques of scientific research necessary for their intellectual and academic development. It combines theoretical and conceptual aspects with a highly practical component, with several research tasks being done by the students throughout the semester with the aid of dedicated software.

2 3
Information Technologies I

The objective of this subject is to teach the techniques and methodologies of using spreadsheets as productivity tools and as technological support for management and decision making activities. The skills acquired will enable students to perform calculations using advanced features of Microsoft Excel and then analyze the results by producing indicators that allow the development of management activities, with competence, performing tasks efficiently and correctly

2 3
Unidades Curriculares Horas /Semana ECTS
Statistics

This unit is an introduction to statistics and presents the basic concepts and instruments of descriptive statistics, probability, and inferential statistics. Although the presentation is rigorous, the emphasis is put on operationalising the statistical knowledge. Extensive applications are explored, with the use of the software Excel. The unit provides the basic background for future study of the disciplines of econometrics and multivariate statistics.

4 6
Marketing Strategic Planning

The Strategic Marketing Planning course allows students to get to know the main concepts and stages of the process of elaboration of a marketing strategy. At the end of the course students will be able to identify the importance of strategic guidance, make a diagnosis of the situation, define goals, characterize different strategic approaches, identify a correct implementation, set monitoring and control measures and recognize the importance of the marketing plan.

4 6
Consumer Behavior

The course of Consumer Behavior focuses on consumer decision making, and draws on the scientific disciplines of economics, psychology, and marketing. Starting from the axioms of rationality, emanating from economics, the courses addresses the various manifestations of irrationalities in cost-benefit calculations, discovered by psychologists and behavioral economists, and in the evaluation, on the part of the consumer, of market offerings, culminating in a behavioral analysis of market demand as a function of the positioning of market offerings.

4 6
Finance Accounting 4 6
Creativity and Critical Thinking

The Curricular Unit of Creativity and Critical Thinking is transversal to many knowledge areas. This unit aims to endow students with instruments to understand and assess reality, as well as to find creative solutions for current-day problems. Crucially, throughout the semester, students will learn to argue and assess the arguments of others, considering important issues such as the credibility of the source and the structure of the argument. Furthermore, students develop creative projects in order to answer social, cultural and economic needs or problems, thus altering reality.

2 3
Information Technologies II

The objective of this subject is to teach the techniques and methodologies of using spreadsheets as productivity tools and as technological support for management and decision making activities. The skills acquired will enable students to perform calculations using advanced features of Microsoft Excel and then analyze the results by producing indicators that allow the development of management activities, with competence, performing tasks efficiently and correctly.
The objective of this subject is to teach the techniques and methodologies associated with database management systems (DBMS) as productivity tools, with particular emphasis on the planning and development of relational databases that support management applications. These skills allow the development of professional activities linked to management and technology in general, with great proficiency.

2 3
Unidades Curriculares Horas /Semana ECTS
Marketing Research

How to fit the traditional and digital channels? Similarities, differences and complementarities. Reflection on the integrative and eclectic vision.
How to plan campaigns and their phases? The databases. Return. Omnichannel and multichannel. Conversion funnel and sales on different channels. How to build a strategic channel diagram in support of strategies and tactics.
Management and metrics. What are. For serving. Key metrics of attraction, interaction, engagement and conversion. The impact of Satisfaction and loyalty in the relationship with customers. Online and offline data capture. Conceptual models of consumer behavior variables.

4 6
Relationship Management and CRM

The transactional marketing paradigm considers that the exchange is based on immediate profitability and that both parties (customer-company) pursue their own benefit, while the relational marketing paradigm assumes that both parties seek the benefit of the relationship. The Relational Marketing course features, deepens and demonstrates the latest strategies and techniques of relational marketing, since the stages of identification, differentiation, interaction and customization through the customer journey and customer experience.

4 6
Innovation and Product Management

In today’s dynamic and competitive context, innovation plays a crucial role for the success and survival of any organization. New product development and management comprises several steps along a complex managerial process, involving all parts of the company. To be successful, a new product manager must gain full knowledge of the way specific consumers needs may be satisfied.
Developing and launching an innovative product is a risky decision, since the failure rate can be as high as 85% in certain markets. Additionally, the perfect mastery of the time spent on each task along the process is required. Patents are registered on a world-wide scale by specifying the date, the hour, the minute and, the second.  

4 6
Financial Management

This course aims to teach students the key concepts and techniques associated with financial management, providing the necessary knowledge to allow them to assess the importance of financial management and the proper financial analysis of companies, both in static and dynamic terms. Particularly, students will approach instruments, methods and techniques of financial analysis, financial planning or balanced management of financial resources, as well as the integration into business decision-making.

4 6
Communication Skills

The Communication Skills Curricular Unit has been designed to help students develop competences and skills that will allow them to confidently deal with communicative situations in professional environments, preparing them for oral presentations, work sessions, and other professional situations. Experiential methodologies, complemented by video recordings, are used to allow them to overcome inhibitions, develop interpersonal skills and individually assimilate different strategies and techniques.

2 3
Business Intelligence

The Business Intelligence Unit promotes the learning of the main concepts related with that topic, the conceptualization of Business Intelligence (BI) systems and allows students to interact with different commercial solutions of BI. Students develop a BI system in Power BI during the teaching-learning process.

2 3
Unidades Curriculares Horas /Semana ECTS
Forecasting Methods

The curricular unit provides an introduction to econometric data analysis. The study aims to provide the student with the ability to read, interpret, and evaluate elementary econometric results. In particular, extensive applications are explored with the use of the SPSS software.

4 6
Integrated Communication

In this course, throughout the semester, students will learn how to develop a functional approach of the most relevant integrated communication skills, allowing them the understanding of its purposes, as well as the assimilation of concepts and methodologies. It will be also addressed the latest trends in markets whose dynamic requires a new marketing thinking.

4 6
Supply Chain Management and Distribution Policies

This course has, as intended outcome, the understanding of integrated logistics and of supply chain management concepts. At the end of the course, students are supposed to know how to design the supply chain structure, identify the variables which allow the creation of logistical value in the supply chain, as well as knowing the different typologies of supply chain and the models of collaborative management.

4 6
Price Policies

The aim Price Policies course is to provide students with a set of skills that enable them to understand the strategic role of price as a key element of the marketing mix, and the variable that retrieves value, namely sensitizing them to the importance of developing pricing policies adjusted to the characteristics of the product / service, market conditions and competition, taking them to reflect on price changes and their implications and alerting them to aspects of legal and deontological practices that affect price.

4 6
Leadership and Team Management

This course provides students with an understanding of the key dynamics in the formation and functioning of work teams. Students will also understand the effective use of team work, as well as the roles and leadership effects. Tools for team building and team work are also approached.

2 3
Project Management

Students are introduced to the principles and practices of project management. They learn about the key stages in a project lifecycle ranging from planning, budgeting, and risk analysis, project monitoring and change management, to project closeout and reporting.
This course also provides a working understanding of the subject of project management and develops skills for the role of the project manager, such as self-confidence and team skills.

2 3
Unidades Curriculares Horas /Semana ECTS
Trend Analysis

Trend Analysis aims to address the latest trends in Marketing in a perspective of anticipating changes in consumer behavior, which allow to introduce significant changes in the structure and dynamics of markets. To meet these phenomena and to anticipate the consequences of these trends today is not only desirable, but essential in the context of a new normality. Thus, marketing managers cannot ignore these trends.

4 6
Media Planning and Point of Sale Marketing

This course develops an applied technical approach to media planning and point-of-sale marketing allowing the assimilation of concepts and methodologies of these areas. The aim is to allow the understanding of the concepts of advertising communication instruments – branding, analysis and targeting of audiences and strategic planning – promoting the correct application of these concepts in current situations in the context of media planning and point of sale marketing.

4 6
E-business & Digital Marketing

Electronic Business and E-Commerce has been growing rapidly, particularly regarding cross-border sales. Companies, consumers, or governments determined to make profit or provide services online may choose between different types of E-Business models. In order to plan and implement a successful Digital Marketing Campaign, the marketer has to dominate tools like Search Engine Marketing, Search Engine Optimization, Mobile Marketing, and Social Media, amongst others. Performance needs to be measured in-real-time, using different kinds of metrics.

4 6
Commercial Strategies and Sales Management

How to develop and manage a commercial network? What are the main issues between personality type and sales model? How to relate leadership and business? How to manage different generations of commercials? In this course, these issues are approached in a theoretical-practical perspective giving students skills and expertise in how to manage a network of commercials. 

4 6
Ethics and Professional Deontology

This course aims to allow students developing a critical perspective on the moral content of human action. Through the analysis of case studies and practical codes, it is intended to reflect on the main historical, theoretical and practical dimensions of ethical conduct. The attendance of this course will allow students to identify and propose solutions to ethical controversies within the framework of specific scientific area.

2 3
Marketing Cases

The aim of this course is to discuss and apply the main marketing concepts, from marketing-mix to distribution, through consumer behavior and the marketing information system, through case studies solved in class with results interpreted by several experts from the most reputed companies.

2 3
Unidades Curriculares Horas /Semana ECTS
Productivity, Quality and Process Design Policies

How to meet or exceed customer expectations in a sustainable way, over time?It sounds simple ... but to demonstrate it, you must put it to the test. The challenge is to do your product or service better, cheaper and faster than your competitors. Plan well, perform better, check the results and make the continuous improvement happen. And, yes, you can practice for it... every class.

4 6
Building and Brand Management

In this course, students will learn how to transform an undifferentiated product into a reference brand: from Commodity to Brand, the essential steps that lead to the creation of the Brand concept as well as manage it within a concept of brand strategy and portfolio development activities. Product-brands, service brands and industrial-brands are analysed in this course, contrasting their differences.

4 6
Digital Communication and Social Media

The digitalization of information, the new media, and the widespread use of the new technological equipment requires a strategic thinking on the part of the communication and Marketing professionals. In the Communications and Social Media course, students will learn how to communicate with new platforms, developing the understanding of communication in its global importance within organizational contexts, in economic, social and political plan in an environment of permanent change. Students will also learn hoe to identify and position more assertively the new Social Media Marketing tools like facebook, twitter, instagram, snapchat, youtube and other.

4 6
International Marketing

The International Marketing course deals with one of the most actual topics of today - the globalization of business and the expansion of opportunities to grow in new geographies. Lectured in very practical way, with real cases of Portuguese SME, throughout the semester students will learn how to do an international marketing plan for a company based on conversations with the leaders of chosen SMES.

4 6
Final Project

In this course, students can choose between performing a internship in an organization, where they will have the opportunity of practicing the knowledge acquired throughout the entire programme, or making a business project, with the same purpose of knowledge integration.

2 3
Marketing Simulation

The Marketing Simulation course takes place in an interactive business simulation environment that replicates real cases. Students are integrated into teams with the responsibility of defining a marketing strategy, taking action and compete with each other in a fun and challenging environment. This context allows an integrated view of marketing through simulations of the business reality in B2C or B2B highly competitive environments.

2 3

Horário

Diurno

INÍCIO
Setembro Campus Quinta do Bom Nome

Galeria

Certificação e Acreditação

Aprovado pela A3ES em 06-05-2014

Registo nº R/A-Cr 69/2014 de 29-05-2014

Despacho nº 7653/2014, de 11/06, DR II Série nº 111

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