2023
Advanced Marketing
Name: Advanced Marketing
Code: GES12435D
6 ECTS
Duration: 15 weeks/156 hours
Scientific Area:
Ciências Empresariais
Teaching languages: Portuguese
Languages of tutoring support: Portuguese, English
Regime de Frequência: Presencial
Sustainable Development Goals
Learning Goals
Provide students with: theoretical, methodological and empirical knowledge and understanding of
advanced in marketing related to the sector under consideration; the capability to undertake analysis and
research in marketing related to the sector under consideration; the ability to actively contribute to
progress in the area of marketing in the sector under consideration.
advanced in marketing related to the sector under consideration; the capability to undertake analysis and
research in marketing related to the sector under consideration; the ability to actively contribute to
progress in the area of marketing in the sector under consideration.
Contents
Module 1 - Green Marketing
Module 2 - Neuromarketing
Module 3 - Social Networking Marketing
Module 4 - Social Marketing
Module 5 - On-line Marketing and Mobile Marketing
Module 6 - Experiential Marketing
Module 2 - Neuromarketing
Module 3 - Social Networking Marketing
Module 4 - Social Marketing
Module 5 - On-line Marketing and Mobile Marketing
Module 6 - Experiential Marketing
Teaching Methods
Classes are theoretico-practical, combining the deepening of theoretical, methodological and empirical
knowledge with practice in its application to freal life cases. The sessions include discussion of casestudies,
the development and assessment of marketing ideas and strategies, the preparation of individual
assignments and the presentation of papers.
Evaluation is based on the results of two practical individual exercises (20%), a critical summary of a
journal article or book chapter (20%) and a final exam (60%).
knowledge with practice in its application to freal life cases. The sessions include discussion of casestudies,
the development and assessment of marketing ideas and strategies, the preparation of individual
assignments and the presentation of papers.
Evaluation is based on the results of two practical individual exercises (20%), a critical summary of a
journal article or book chapter (20%) and a final exam (60%).
Teaching Staff
