Class Marketing Workshop

The Marketing Workshop course unit aims to provide a practical and dynamic space for experimenting with and applying contemporary marketing strategies, tailored to different sectors and real-world market challenges. The course values collaborative work and the development of creative proposals, placing students at the center of the strategic and communicational development process.

Not applicable

Emerging trends and areas in marketing: Retail Marketing Luxury Marketing Green and Sustainable Marketing Export Marketing Tourism Marketing Cultural Marketing Internal Marketing Ethical Marketing Digital Marketing and Virtual Reality Personal Marketing Purpose-Driven Marketing (H2H – Human to Human) Neuromarketing: Biometrics and Neuroscience Health Marketing Sports Marketing Financial Marketing Political Marketing Other marketing trends Development and planning of marketing campaigns: Defining objectives Audience identification and segmentation Strategies and positioning Pitching and presentation techniques: Structure, narrative, and storytelling Visual and verbal communication of proposals Report writing and critical analysis: Process documentation Impact and results evaluation

A problem-based learning approach will be adopted, challenging students to respond to project proposals both in teams and individually. The sessions will follow a workshop format, featuring guest participants, ongoing guidance, formative feedback, hands-on experimentation, and interim presentations.

Brito, C., & Lencastre, P. (2014). Novos horizontes do marketing. Publicações Dom Quixote. Drucker, P. F. (2006). Innovation and entrepreneurship: Practice and principles. HarperBusiness. Egan, J. (2011). Relationship marketing: Exploring relational strategies in marketing. Prentice Hall - Financial Times. Ferrell, O. C., & Hartline, M. (2021). Marketing strategy. Cengage Learning. Hisrich, R. D., Peters, M. P., & Shepherd, D. A. (2017). Entrepreneurship. McGraw-Hill Education. Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. Wiley. Sá, C., & Sá, D. (2009). Marketing para desporto - Um jogo empresarial. Edições I.P.A.M. Sargeant, A. (2009). Marketing management for non-profit organizations. Oxford University Press.