After studying the Marketing Program, students should be able to:
1. define what marketing is and discuss its core concepts
2. describe the marketing process and the forces that influence it
3. develop the three steps of strategic marketing
4. explain how companies identify attractive market segments and choose a market-coverage strategy
5. discuss how companies position their products for maximum competitive advantage in the marketplace
6. understand the tactical tools that marketers use to implement their strategies (Marketing-Mix)

- Understanding Marketing and the Marketing Process
- Strategic Planning and the Marketing Process (Portfolio Analysis)
- The Marketing Environment
- From Consumer to Marketing Strategy
- Developing Marketing Strategy
- Marketing Mix: Product, Price and Place

In addition to strict compliance with the program regulation, the periodical evaluation method requires a minimum class attendance of 60% and:
- An assignment (individual or in group) with a weight of 40%;
- An individual test, with a weight of 50% and a minimum grade of 10 points.
- Participation - 10%
Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the periodical assessment component.

At the end of this course students should be able to:
LG1. Understand the business dynamics an economic and financial decisions perspective.
LG2. Understand the economic and financial effect of decisions and business transactions.
LG3. Compute and use main profitability and cash flow indicators and other metrics in a marketing perspective.
OA4. Understand and use some financial responses to marketing managers needs.
LG5 - Understand key concepts and tools of management control in a marketing context.

1.The Business Dynamics
Business, activities and decisions
The company in motion
Economic and financial decisions
Marketing decisions
Tensions in management control: marketing/comercial-finance-production
2.Financing and Investing Decisions
Overview of accounting concepts
Effect of financing decisions and investment on financial position
Financial balance
3.Operating Decisions
Key concepts and fundamentals
Effect of operational decisions on economic position
Costs and marketing decisions
Main economic and financial indicators and other marketing metrics
4.Finance Applied to Marketing
The value of money
Cash-flows and impact on decision-making
Finance techniques applied to marketing
5.Management Control Applied to Marketing
Results, value and performance
Management control tools
Marketing applications

Ongoing evaluation requires a minimal presence in 60% of the classes time and includes the accomplishment of: An individual or group work - 40%; An individual test - 60% and a minimum score of 10 points.
The assessment is performed in two phases. In the 1st phase the participant will be in the continuous evaluation system. The 2nd phase it corresponds to a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

LG1. Students that have taken this subject will be broadening considerably their scope of knowledge in marketing as well as creating a new conceptual portfolio that will set them apart from their peers.
LG2. The learning process provided by this course will give students a clear competitive edge in terms of the required advancement and competitiveness in the corporate world.

S1. Marketing used to be Simple..... Now the world has changed

S2. New Consumer Paradigms - The New Normal

S3. The New in Branding, Sales, Retail, Pricing, Strategy, Online, Promotion

The program regulation,evaluation requires a minimal presence in 60% of the classes time:
- An individual or group work with a weighting of 40%;
- An individual test, with a weighting of 60% and a minimum score of 10 points.
In the first phase the participant will be in the continuous evaluation. If the participant choses the 2nd phase it corresponds to a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

At the end of this unit`s term, the student must be able to:
1. Understand the connection between the study of consumer behaviour and development of marketing strategy, namely, when it concerns segmentation and communication decisions.

2. Characterize in the context of the multidisciplinary approach the variables that contribute to the process of consumer purchase decision, namely, motivation and personality.

3. Contrast the different phases of consumer behaviour evolution

I. Concept, nature and meaning of consumer behaviour
II. Importance of Consumer Behaviour for Marketing

III. Needs, Motivation and Consumer Behaviour

IV. Personality, Auto-concept and Consumer Behaviour
V. Mass, Differentiated and Symbolic Consumption.
VI. Experience consumption and Market Integration

In addition to strict compliance with the program regulation, the continuous evaluation method requires a minimum class attendance of 60% and:
- An assignment (individual or in group) with a weight of 40%;
- Participation in class: 10%
- An individual test, with a weight of 50% and a minimum grade of 10 points.
Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the continuous assessment component.

A) Develop the capacity of individual and team work

B) Structure ideas having in mind each specific goal

C) Consolidate general knowledge and integrate to each case

1. New World
A. The impact of digital
B. Information Society
C. New Communication paradigm
Evolution
Power to the People (and to the Brand)
D. Web 2.0
The impact of digital 2.0
Rules 2.0
2. Strategy
E. Methodology
F. Process
Diagnosis
Organizational Model
Communication
Interaction
Motorization
3. Social Media
G. Blogs
H. Facebook
I. Twitter
J. Pinterest
K. Other Social Networks
4. Cases

In addition to strict compliance with the program regulation, the periodical evaluation method requires a minimum class attendance of 60% and:
- An assignment (individual or in group) with a weight of 40%; Participation - 10%
- An individual test, with a weight of 50% and a minimum grade of 10 points.
Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the continuous assessment component.

It is essential the need to create structural conditions and materials to better foster, promote and provide quality services and a sports physical activities safely.


At the end of the module, students should be able to:

LO1. Integrate the basic knowledge of framing of spaces and sports facilities;

LO2. Describe the tiplologias ratings and sports facilities;

LO3. Analyze the various stages of the life cycle of sports facilities and mastering the various perspectives and issues raised in the planning, construction, management and maintenance of sports facilities;

LO4. Identify the management models of sporting equipping and explain the ways to optimize resource materials used in sports activities.

PC1. Basics about spaces and sports facilities.
PC2. The types and classification of spaces and sports facilities.
PC3. Indicators for ordering of artificial sports facilities.
PC4. Planning methodologies for sports facilities.
PC5. Planning stages of sports facilities.
PC6. Main parameters for management of sports facilities.
PC7. Upkeep and maintenance of sports facilities.
PC8. Management of sporting equipping.

Notwithstanding strict fulfilment to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time:
- An individual or group assignment, with a weighting of 20%;
- An individual test, with a weighting of 80% and a minimum score of 10 points.
1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

OA1 Define what is teamwork
OA2 Identify the rules, principles and advantages of teamwork
OA3 Describe, relate and criticize different leadership styles and identify the impact that each has on the team
OA4 Develop strategies to enhance the team performance
OA5 Define what is a leader and identify the areas of their competence
OA6 Describe the critical factors in creating great teams
OA7 Identify the advantages of a leader as a "coach"

CP1 How to behave in a team
CP2 Identify the rules, principles and benefits of teamwork
CP3 Recognize the impact of leadership style on team performance
CP4 Strategies to enhance the team for an excellent performance
CP5 What is a leader
CP6 The areas of competence of the leader
CP7 Trust as a foundation of leadership
CP8 How leadership influences the team
CP9 Gains in leadership
CP10 Create great teams
CP11 The leader as "coach"

The periodic evaluation system includes:
- Final written test (80%)
- Individual Project (20%)

A. To know the main concepts of the Sports Marketing;
B. To develop a strategy and a Marketing plan for organizations with approach in the Sport (rendering of sportive services and sponsors).

1. Conceptual framework of the Sports Marketing
2. Consumer behaviour
a) Participants
b) Spectators
3. Brand, mission and values
4. Segmentation and positioning
5. Marketing Mix
6. Real Madrid case
7. Sponsorship decisions
8. "Turquel" case
9. Plan Marketing Implementation and control

Notwithstanding strict fulfilment to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time:
- An individual or group assignment, with a weighting of 50%;
- An individual test, with a weighting of 50% and a minimum score of 10 points.
1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

OA1. Knowing the basics of sports events, organization model of governing bodies of sport, legislation and most significant figures of the sports industry
OA2. Understand the process of creating and planning major sports events
OA3. Demonstrate understanding of the relevant logistical details
OA4. Be able to develop and implement a risk management plan, according to specific budgets
OA5. Be able to effectively evaluate a major sports events

CP1. Event management definition
CP2. Sport governing bodies
CP3. Industry figures
CP4. Sports events and main promoters in Portugal
CP5. European and Portuguese sport laws
CP6. Stakeholders identification
CP7. Governance model
CP8. Event planning
CP9. Budgeting and cost control
CP10. Marketing a sports event
CP11. Sponsorship and brand activation
CP12. Risk management
CP13. Analysis and evaluation
CP14. Sport Lisboa e Benfica Case Study

Notwithstanding strict fulfilment to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time:
- An individual or group assignment, with a weighting of 30%;
- An individual test, with a weighting of 70% and a minimum score of 10 points.
1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

OA1. Realize the relevance of the Media
OA2. Be acquainted with the main Media groups
OA3. Be aware of how the Media work in Portugal
OA4. The importance of Organized Data Sources in Information management
OA5. Learn how to create a Media Relations Plan
OA6. Learn how to make a Crisis Management Plan

CP1. The importance of the Media
CP2. Media types and their classification
CP3. Organized Data Sources
CP4. Get to know and deal with the Media
CP5. Crisis Management and Communication

- Individual evaluation - Test - 80%
- Continuous assessment - 20%
The student who has a score of under 10/20 in his/her individual evaluation will not pass.

At the end of the module, students should be able to:
- Characterize and debate the importance of the digital economic model and the variables that contribute to the creation of the new blended paradigm
- Analyze and Structure the different theories, methodologies and models of blended marketing in order to formulate a clear strategy
- Integrate and Prioritize the Blended Marketing Mix tools to face the new challenges brought about by the mix of on and off media integration
- Develop an integrated digital marketing plan

- CP1 - The world is changing. Key evidences
- CP2 - The resulting impact on marketing the new context
- CP3 - Key Market Trends
- CP4 - New opportunities faced by the Marketeers when implementing a blended approach
- CP5 - Emergency of new types of competitors
- CP6 - Impact of paradigm shift in the marketing mix components
- CP7 - The new business ecosystem
- CP8 - Strategy for the b-Market
- CP9 - Segmentation criteria
- CP10 - Online consumer behavior
- CP11 - How to segment online
- CP12 - Sources and toold for collection, analysis and customization
- CP13 - Values proposition
- CP14 - Sales within a digital framework solutions
- CP15 - The evolution of the concept of Customer Relationship
- CP16 - Blended Communication challenges
- CP17 - Changes in power balance and impact in brand communication

Notwithstanding strict fulfilment to the program regulation, ongoing evaluation requires a minimal presence in 60% of the class time:
- An individual or group assignment, with a weighting of 40%;
- An individual test, with a weighting of 60% and a minimum score of 10 points.
1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

A. To know the main concepts of E-commerce;
B. To develop a strategy to plan and launch an E-commerce business.

1. Conceptual framework of E-commerce
2. E-commerce Business Blueprint
3. Website development
4. SEO for E-commerce
5. E-commerce website content
6. E-commerce operations
a) Shipping and fulfilment strategies
b) Payment methods and platforms
7. Landing Pages and cross-channel alignment
8. KPIs, analytics and reporting
9. Conversion optimization, visits behaviour analysis and website usability

In addition to strict compliance with the program regulation, the continuous evaluation method requires a minimum class attendance of 60% and:
_Participation in class - 25%
- An assignment (individual or in group) with a weight of 25%;
- An individual test, with a weight of 50% and a minimum grade of 10 points.
Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the continuous assessment component.

At the end of the module, students should be able to:
OA1 - Understand the value of different metrics, it's limitations and key advantages
OA2 - Prioritize and select the metrics that better serve different objectives/ scenarios.
OA3 - - Deploy a monitoring and return assessment system for marketing strategies

CP1. Measuring online and offline behaviour
CP2. Targeting models online and offline
CP3. Mobile and Social Media Metrics
CP4. Meaning and Value of different types of metrics
CP5. Return Metrics
CP6. Return Assessment
CP7. Procedures to implement a Return Assessment System

Notwithstanding with strict fulfilment of the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time:
- An individual or group assignment, with a weighting of 30%;
- An individual test, with a weighting of 70% and a minimum score of 10 points.
1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

At the end of the module, students should be able to:

- LO1 - Identify new advertising formats and the changes in its development rules vs traditional advertising
- LO2 - Understand the new ways of assessing results for the new advertising formats
- LO3 - Know how to develop and evaluate a digital media plan, based upon clear objectives and defining the most suitable KPIs
- LO4 - Acknowledge the assumptions needed for an integrated marketing communication

- PC1 - Digital Advertising - framework
- PC2 - POEM Framework
- PC3 - Owned Media
- PC4 - Earned Media
- PC5 - Paid Media: Social Media
- PC6 - Paid Media: Influencers
- PC7 - Paid Media: Display Advertising
- PC8 - Paid Media: Video Advertising
- PC9 - Paid Media: Search Engine Marketing
- PC10 - Paid Media: Email Marketing
- PC11 - Paid Media: Others
- PC12 - Analytics
- PC13 - Media Mix and Digital Media Plan
- PC14 - Main Trends

In addition to strict compliance with the program regulation, the continuous evaluation method requires a minimum class attendance of 60% and:
- Individual assessment with a weight of 15%
- An assignment (individual or in group) with a weight of 25%;
- An individual test, with a weight of 60% and a minimum grade of 10 points.
Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the continuous assessment component.

At the end of the course the students should be able to:

- Differentiate traditional and digital PR approaches
- Identify the main communication tools for digital PR
- Select the adequate channels and mix for outlining a digital PR & communications' plan
- Identify and take advantage of the major communication opportunities
- Identify and address the risks, elaborating a
- Scrutinize the outcomes and develop future strategies with the insights from the outputs

-Introduction and self-presentation
-Traditional PR: a definition
-Traditional PR vs. PR 2.0. : What has changed?
-PR-2-Peer and Hybrid PR: consumer's triple roll
-New context and paradigms for PR professionals
PR 2.0. tools:
Blogs;Microblogging;Websites e Corporate Blogs;Virtual and Social Press Rooms;Social Press Releases;Social Networks;Digital Publications;Collaborative Content
Media relations vs Blogger Relations
The Digital PR Communication's Plan;Digital PR Mix
Cases presentation by students; Social Media Monitoring;Costumer Service and PR 2.0.;
Social Media Crisis Plan,Brand Reputation, Brand Influence & Brand Advocates;Social Media Guidelines; Case Studies;Media &Social Media training,PR 2.0. trends;Q&A and revisions;Conclusions

In addition to strict compliance with the program regulation, the periodical evaluation method requires a minimum class attendance of 60% and:
- Involvement in class: 10%
- Group work: 20%
- An individual test, with a weight of 70% and a minimum grade of 10 points.
Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the periodical assessment component.

To identify the several moments in which Marketing Research takes part in supporting Marketing decision making processes for Marketing Managers;
To stimulate student's ability to identify market information needs and to correctly enunciate Marketing Research problems;
To capacitate students to plan, develop and supervise Marketing Research studies;
To develop competences to articulate and select the most adequate research instruments and techniques to the posed research problems
To capacitate students to correctly evaluate market research proposals

1. Definition and scope of Marketing Research
2. Importance of Marketing Research to organizations
3. Application areas of Marketing Research
4. Major typologies of studies in Marketing Research
5. Competences and entities involved in the marketing research process
6. The marketing research process:
- Management and Marketing research problems
- Research design definition and construction
- Sampling techniques, their use and the extrapolation of results
- Briefing: components and best practices in its elaboration
7. Development of a research design and the information gathering process:
- Secondary data vs. Primary data;
- Secondary data sources
- Qualitative techniques (in-depth interviews, focus group, ethnographic methods)
- Quantitative techniques (questionnaires and observations)
8. The marketing research proposal
9. Implementation of a marketing research study
10. Major error sources in research and anticipatory measures
11. New trends in Marketing Research

The periodic evaluation system includes:
- Group Project (30%)
- Final Examination (70%)

1. To understand the concepts of negotiation in inter-organizational contexts;
2. To understand the basic elements of a negotiation and to use them adequately in commercial contexts;
3. To identify and use negotiation tactics
4. To understand and know how to manage the negotiation steps in a win-win perspective

1. Negotiation: main concepts and issues;
2. Key elements of commercial negotiations
3. Strategic Approaches to Negotiation: win-win, win-lose, lose-lose
4. Preparation
5. Negotiation Process
6. Negotiation tactics

In addition to strict compliance with the program regulation, the continuous evaluation method requires a minimum class attendance of 60% and:
- An assignment (individual or in group) with a weight of 30%;
- An individual test, with a weight of 70% and a minimum grade of 10 points.
Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the continuous assessment component.

A- Ideas Expression:
- Structure and Express ideas clearly and with impact in oral and written presentations
B- Analyse and problems solving:
- Identify key issue(s) of the company/association/club studied;
- Formulate solutions and recommendations in situations of limited or incomplete information.
C- Knowledge integration:
- Analyze and evaluate organization and sport performance using internal and external information;
- Develop and propose measures to serve and supply the consumers and the organization with efficiency and efficacy.
D- Trends integration
- Construct the sports marketing management approach using market new trends knowledge

1. Project presentation
2. Strategic and operational plan of Marketing
3. Marketing interface with other disciplines
4. Sport Marketing specificities
5. Extern analysis presentation
6. Internal analysis presentation and global competitive evaluation synthesis

Notwithstanding strict compliance to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time and includes the accomplishment of:
- Project Elaboration and presentation - 80% (required for approval)
- An individual test, with a weighting of 20% and a minimum score of 10 points.
- In this curricular unit does not exist a second exam

At the end of the module, students should be able to: OA1 - Analyze the surrounding environment and identify opportunities and threats OA2 - Develop methodologies and apply digital marketing models in order to formulate a clear strategy OA3 - Integrate and prioritize the Digital Marketing Mix tools to face the new challenges arising from the context OA4 - Develop an integrated plan for digital marketing
By the end of the module, the student should be able to develop and implement a digital marketing integrated strategy

CP1. Project subject presentation CP2. Digital Marketing Strategic plan Presentation CP3. Implementation plan presentation and definition of deliverables CP4. Project kick-off CP5. Investment plan presentation and expected ROI CP6. Project Final presentation.

Notwithstanding with strict compliance to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time and includes the accomplishment of:
- Project Elaboration and presentation - 80% (required for approval)
- An individual test, with a weighting of 20% and a minimum score of 10 points.
- In this curricular unit does not exist a second exam.

A- Ideas Expression:
- Structure and Express ideas clearly and with impact in oral and written presentations
B- Decision and marketing activities planning:
- Assess and prioritize the more relevant marketing and management issues to an organization and its strategy
- Develop a Marketing Plan
- Design the implementation of the Marketing Plan
C- Trends integration
- Construct the sports marketing management approach using market new trends knowledge

1. Segmentation, Targeting and Positioning presentation
2. Marketing-mix presentation
3. Budget and Schedule presentation

Notwithstanding strict compliance to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time and includes the accomplishment of:
- Project Elaboration and presentation - 80% (required for approval)
- An individual test, with a weighting of 20% and a minimum score of 10 points.
- In this curricular unit does not exist a second exam

At the end of the module, students should be able to:
OA1 - Analyze the surrounding environment and identify opportunities and threats
OA2 - Develop methodologies and apply digital marketing models in order to formulate a clear strategy
OA3 - Integrate and prioritize the Digital Marketing Mix tools to face the new challenges arising from the context
OA4 - Develop an integrated plan for digital marketing
By the end of the module, the student should be able to develop and implement a digital marketing integrated strategy

CP1. Project subject presentation
CP2. Digital Marketing Strategic plan Presentation
CP3. Implementation plan presentation and definition of deliverables
CP4. Project kick-off
CP5. Investment plan presentation and expected ROI
CP6. Project Final presentation

Notwithstanding strict compliance to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time and includes the accomplishment of:
- Project Elaboration and presentation - 80% (required for approval)
- An individual test, with a weighting of 20% and a minimum score of 10 points.
- In this curricular unit does not exist a second exam