Maria de Fátima Salgueiro

At the end of this curricular unit, the student must be able to:
LO1. Identify and define the most important concepts related to data collection methods. Design a data collection process, in order to obtain relevant information for decision making in Marketing.
LO2. Design a data collection instrument and discuss the use of different measuring scales.
LO3. Identify sampling and non sampling errors in the data collection process.
LO4. Define the most important concepts of univariate and multivariate statistics. Evaluate the use different statistical methods to solve marketing research problems.
LO5. Use multivariate statistical methods (with statistical software) to develop and implement marketing segmentation and positioning strategies. Compare and choose the best methodological options in terms of a specific scientific research problem.

PC1. Objectives of marketing research: Design of the research
PC2. Quantitative data collection processes
PC3. Random and non-random sampling methods
PC4. Sample size
PC5. Questionnaire design: Types of measurement scales
PC6. Sampling and non-sampling errors
PC7. Data preparation and statistical data analysis
7.1 Exploratory descriptive data analysis
7.2 Statistical inference: confidence intervals and parametric and non-parametric hypotheses tests
7.3 Multivariate analysis
7.3.1 Multiple linear regression model
7.3.2 Principal components analysis
7.3.3 Cluster analysis

Assessment can be throughout the semester or by exam.

Assessement throughout the semester:

- 2 individual written tests (intermediate, in October, and final, in December, weighting 20% and 30% of the final mark, respectively). No test grade can be lower than 8.5 (out of 20) for the student to remain in Assessment throughout the semester.
- 2 pieces of coursework (a class presentation in October and a written report handed in during the last week of the term, weighting 20% and 30% of the final mark, respectively);
- students' attendance of at least 2/3 of the classes;
- approval is obtained with a final average grade of at least 10 (out of 20).

None of the marks obtained in assessment throughout the semester can later be used in assessment by Exam.


Assessment by Exam (100%):

Exam with a written part (50%) and a computer data analysis part (50%). Minimum grade for each part 8.5 (out of 20). Approval is obtained with a final average grade equal to or higher than 10 (out of 20).
None of these marks can be replaced by a mark that was obtained in assessment throughout the semester.

Scale used: from 0 to 20.

Daniela Langaro

At the end of the course, the student should: OA1= Understand and critically analyse the main concepts and theories of marketing communication. OA2= Implement these concepts in the design of communication strategies and tactics capable of solving marketing problems. LO3= Develop critical thinking about communication strategies. OA4= Draw up a creative integrated marketing. LO5= Understand digital communication tools and how to include and optimise them in a digital marketing plan.

1 - Know the main tools of digital and traditional marketing communications;
2 - Develop the communication briefing and critical thinking about its execution;
3 - Develop skills in creating and interpreting the media briefing;
4 - Know and develop skills in applying the main media metrics;
5 - Develop a broad understanding of the communication mix, tools and selection criteria.
6 - In-depth knowledge of outbound and inbound digital communication tools.

Students with continuous assessment will have to attend at least 80% of their classes and will be assessed: Written test 40% (minimum 9.5); Group work 50%; Individual assessment 10%.

João Ricardo Paulo Marques Guerreiro

LO1. Master the fundamentals of Marketing Analytics;
LO2. Master Text and Data Mining Techniques applied to Marketing;
LO3. Understand Generative Artificial Intelligence Models and their application in Marketing;
LO4. Understand the ethical and transparency challenges in the use of information in Marketing.

P1. Introduction to Marketing Analytics;
P2. Text Mining, sentiment analysis and their applications to Marketing;
P3. Classification models and examples in Marketing (churn, acquisition);
P4. Clustering models and examples in Marketing;
P5. Association models and examples in Marketing (market-basket analysis);
P6. Conjoint Analysis models and examples in Marketing;
P7. Generative AI Models in Marketing - Applications, advantages and limitations;
P8. Ethics and transparency in the use of marketing information

Evaluation along the semester: Periodic Assessment, minimum attendance 2/3. Individual and group exercises resulting from cases that are presented in class to solve and which account for a total of 15% of the final mark; Final Group Work which is divided into two assessment parts; a part which assesses each student's individual ability to present and argue their efforts in the group work and which is worth 25% of the final mark; a part which assesses the group report and which is worth 10% of the final mark; an individual exam, without consultation and which is worth 50% of the final mark; 2nd Sitting - 100% Exam.

Inês de Albuquerque Tomás Mateus

At the end of this course, students should: [LG1] Be aware of the foundations of consumer behavior; [LG2] Understand the internal influences of decision-making; [LG3] Predict how consumers buy and use products; [LG4] Understand consumers in their social and cultural setting; [LG5] Understand the role of social media in shaping how marketers respond to consumers; [LG6] Identify the main steps of a marketing research study

1. Buying, Having, and Being
2. Consumer, Sustainability and Social Well-Being
3. Perception
4. Learning and Memory
5. Motivation and Affect
6. The Self: Mind, Gender, and Body
7. Personality, Lifestyles, and Values
8. Attitudes and Persuasive Communications
9. Decision Making Process
10. Buying, Using and Disposal
11. Groups and Social Media
12. Income and Social Class
13. Cultures and Subcultures
14. Marketing Research and Decision Making

[I] Evaluation along the semester (minimum 2/3 attendance) - (1) Attendance 10%; (2) Discussion/Class Activities - Case Studies and Group Discussions (every week) 10%; (3) Student Presentation (Group Project)* 30%; (4) Final Exam* 50%
Working students should contact the course coordinator in the first class if they intend to replace the assessment of criteria (1) and (2) (by regular quizzes).
[II] Final exam* 100%
minimum grade = 10.

Helena Maria Correia Neves Cordeiro Rodrigues

After studying the Marketing Strategy Program, students should be able to:
LG1.Describe the marketing process and the forces that influence it
LG2.Develop the three steps of strategic marketing
LG3.Explain how companies identify attractive market segments and choose a market-coverage strategy
LG4.Discuss how companies position their products for maximum competitive advantage in the marketplace
LG5.Understand the tactical tools that marketers use to implement their strategies (Marketing-Mix)

P1. Understanding Marketing and the Marketing Process
P2. Strategic Planning and the Marketing Process (Portfolio Analysis)
P3. The Marketing Environment
P4. From Consumer to Marketing Strategy
P5. Developing Marketing Strategy and the Marketing Mix
P6. New Trends in Marketing

Evaluation along the semester: periodic assessment, min 2/3 attendance. a)Individual Exam 50%;b) Team or individual exercises 50%. Minimum grade 7,5 in each assessment. Min. final score 10 points for approval. Students who choose only the individual exam, min 10p. and the exam accounts 100% for final grade. Re-sitting: Students who fail in the regular season or wish to improve their grade. Exam accounts 100% for final grade, minimum score 10p. There is no oral evaluation for improving the grade.

Daniela Langaro

At the end of this curricular unit, students should be able to:
LG1 - Define a research problem and research objectives and select appropriate research methods
LG2 - Formulate research hypothesis and select and relevant research variables aimed at hypothesis testing
LG3 - Conduct literature searches in order to maximize relevance and reliability
LG4 . Write a research project using a scientific style

PC1 - Introduction - diferences between Scientific and common sense knowledge
PC2 - Major research processes
o Research phases
o Literature review
o Problem formulation
o Defining research objectives
o Conceptualizing variables and their relations
PC3 - Data gathering
o Data gathering techniques
o Secondary information analysis
o Doing research in organizational settings
PC4 - Report organization and writing

- Individual exercises done at home: 15%- Group exercises done in class: 15%- Thesis Project: 70%

Students under the Intern regulation for students with special statutes should contact the Curricular Unit professor or Coordinator during the first week of classes of each semester to allow for framing of learning processes and evaluation of the UC.

Álvaro de Borba Cruz Lopes Dias

At the end of the course, students should be able to:
• Analyse traditional, digital and omnichannel distribution models;
• Evaluate and plan channel management and optimisation strategies;
• Develop and implement e-commerce strategies;
• Apply sales and commercial management techniques adapted to the digital reality and emerging trends.

1. Fundamentals of distribution channels and logistics functions
2. Channel structures and formats (B2B, B2C, DTC)
3. Selection, development, and management of channel partners
4. Conflicts, coordination, and channel power
5. E-commerce models and strategies
6. Digital platforms and marketplaces
7. Omnichannel and online/offline channel integration
8. Sales strategies and customer journey
9. Applied technologies: CRM, generative AI and commercial automation
10. Emerging trends: sustainability, ESG and the social impact of distribution channels

Three main components are considered in the assessment of the course throughout the semester. The applied group project, based on a real or simulated business challenge and developed according to the project-based learning (PBL) methodology, will represent 40% of the final grade and will be assessed exclusively as group work. The oral presentation of this project will contribute 10% to the final grade, allowing for the assessment of communication skills and the defence of the proposals developed by the group. Finally, there will be an individual written exam covering all the content taught in the course unit, which will account for 50% of the final grade. The minimum attendance requirement for continuous assessment is 80% of classes. Students who do not take the assessment throughout the semester may take a final exam that will count for 100% of the final grade. The rules defined in the RGACC apply.

João Gomes

At the end of this course, students should:
LG1 - Understand scope of Brand Management
LG2 - Co-ordinate Business and Brand Strategy
LG3 - Market Analysis, Manage and stimulate Creativity

P1. Introduction and branding history
P2. Branding today' definition and scope
P3. Creation of leading brands:
a) Stage 1 - Understanding
b) Stage 2 - Strategy and Brand Idea
c) Stage 3 - Expression
d) Stage 4 - Applications
P4. Project

The evaluation along the semester requires a minimum class attendance of 60% and: A group assignment with a weight of 35%; Participation - 15% An individual test, with a weight of 50% and a minimum grade of 8 points. Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the periodical assessment component. There is no oral evaluation for improving the grade. Work groups of 5-7 students.

Sandra Loureiro

LO1 To know the origin and evolution of relationship marketing;
LO2 To understand the key concepts of relationship marketing in several sectors of economic activity;
LO3 To compare stage experiences, co-creation, and sustainability from previous practices in marketing;
LO4 To understand the characteristics of consumer-brand-machine relationships;
LO5 To analyse the creation, dynamics, adaptations, and ethical issues of strong relationships: love, coolness, engagement
LO6 To understand the main antecedents and consequences of Relationship Quality.

PC1 Relationship marketing: origin and evolution
PC2 From goods/services to create stage experiences
PC3 Co-creation and sustainability perspective and CRM
PC4 Consumer-brand-machine relationships
PC5 Building and maintaining strong relationships: brand love, brand coolness
PC6 Targeting and adapting relationship marketing strategies: engagement process, VR, AR, AI technologies, and ethical issues
PC7 Antecedents and consequences of Relationship Quality

The evaluation during the semester: Presentations and Class participation (20%), Final essay (35%), Final test (45%). Each of the components has a minimum of 7.5 values. Attendance of not less than 2/3, otherwise the student will automatically be out of the evaluation during the semester. Students who fail the evaluation during the semester have the 1st exam and the exam of appeal, where the test represents 100%, minimum score 9.5.

Ricardo Jorge Godinho Bilro

LG1 - Understand the scope and depth of Innovation Management
LG2 - Analyze the articulation between Company and Brand Strategy and Innovation Strategy
LG3 - Value the management of innovations and manage and enhance creativity
LG4 - Develop the innovation strategy

Introduction to Innovation and Creativity in Marketing
• Definition, types and dimensions of innovation

Competing through innovation
• Developing an Innovative Offering

Innovation strategy
• Company’s innovation Potential
• Types of innovation

Opportunity
• Opportunities selection
• ECV probability tree
• Risk-reward diagram

Idea
• Idea generation
• Creativity-generating techniques

Development
• Concept development
• Assessing the risk
• The stage-gate process

Testing
• Testing sequence: alpha, beta and gamma
• Prototyping and minimum-valuable product (MVP)

Introduction into market
• Plan the introduction
• Development of contingency plans
• Diffusion

Embracing Innovation and Creativity in Business
• What are the next techs’ in MarTech?
• The New Customer Experience (CX)
• Reimagine business with new technologies

The assessment throughout the semester includes:
Written-test (Individual) - 65% (minimum grade 8,5);
Group work(s) Project - 25% (minimum grade 10);
Case study and/or Article analysis and/or Classroom exercise - individual and/or group - 10% (no minimum grade);

For students who fail the assessment system throughout the semester or choose to take the individual Exam, the Exam will represent 100% of the final grade.

1. Define a scientific problem and its relevance;
LO2. Define research goals and possible hypothesis;
LO3. Produce a literature review supporting the dissertation main problem;
LO4. Apply the methodologies more suitable to data collection and analysis;
LO5. Critical reflexion sustained on theoretical frameworks and empirical results.

P1. Writing the introduction and abstract;
P2. Definition of a research problem;
P3. Definition of research goals;
P4. Literature review;
P5. Defining hypothesis;
P6. Data collection methods;
P7. Data analysis methods;
P8. Writing conclusions and defining new research paths;
P9. Recomendations and Implications in academic and practical terms.

- Written presentation of the thesis
- Oral presentation with the synthesis of the thesis followed by a public defense with a jury

LO1. Diagnose a organizational environment and internal problem that needs a management intervention;
LO2. Produce a literature review supporting an applied project;
LO3. Define the project phases;
LO4. Define actions for that implementation program.

P1.Brief organisational diagnosis
P2.Diagnosis of organizational environment and of a specific organizational problem
P3. Applied literature review
P4. Definition of a intervention project or synthesis of a case and possible solutions
P5. Evaluation of impacts and possibilities of control of results

-Written presentation of the project
-Oral presentation with the synthesis of the project followed by a public defense with a jury.