New Marketing Trends

Programme

This course provides a solid foundation of knowledge on some of the latest marketing trends. Current changes resulting from globalisation and the approximation of markets has allowed us to identify a different school of thought as well as actions taken by consumers and organisations in their attempts to survive and adapt to this new business environment. Therefore, this course aims to provide detailed insight into the major market and consumer trends, which characterise the present business scenario, and are strongly marked by the digital paradigm.

The objective is to develop and inspire students, furnishing them with the skills to understand the direction that marketing is taking and the ability to be able to effectively respond to these developments, whether they are economic, social, technological, environmental or cultural.

 

Topics

  • New Marketing Trends
  • SEO and SEM
  • Branding
  • Business Case
  • Place Marketing
  • Cause-Related Marketing
  • E-Content Marketing
  • Portuguese Culture and Language

 

ECTS

Participants will obtain 6 ECTS, provided they attend all sessions and carry out the assessment to the level required. Assessment is based on a group assignment (65%) and an exam (35%)

All sessions and materials are in English.

 

Requirements

Students and recent graduates at undergraduate and graduate level of all areas.

Fluency in English, no knowledge of the Portuguese language is required.

More than 18 years old.