Program Overview

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Master's in Marketing

The Master's in Marketing is a 2nd Cycle Studies - Lifelong Learning Master Programme that aims to develop in participants a deep expertise in marketing, without neglecting the development of generic management skills and the development of soft-skills at the personal level.

General Objectives of the Course

The study cycle is grounded on a solid scientific knowledge, which combines with its application in organizations, namely via case studies. To that end, it relies on traditional training, which is combined with marketing simulations, outdoor training, and teamwork.

Admission Requirements

As defined in Article 42 of the Academic Regulation of the University of Coimbra, Bachelor degree holders who show affinity with the fields of study of the Master's Programme are eligible to apply. The requirements include:

• Holders of a Bachelor degree or legal equivalent
• Holders of a foreign higher education degree awarded after a first study cycle organized according to the principles of the Bologna Process by an acceding State
• Holders of a foreign higher education degree recognized as complying with the objectives of the Bachelor degree by the Scientific Council responsible for the Master's study cycle
• In duly justified cases, applicants showing a scientific and professional curriculum relevant for attending the current study cycle may access the Master's study cycles upon recognition by the Scientific Council responsible for the Master's study cycle

Professional Goals

Masters graduates in Marketing have specialized qualifications for exercising functions in several business areas, namely in the fields of communication, leadership, and negotiation.

Mode of Study

The mode of study is full-time, face-to-face, and daytime.

Teaching / Evaluation language(s)

The teaching and evaluation languages are Portuguese and English.

Examination Regulations, Assessment and Grading

Assessment is a pedagogical activity inseparable from the teaching process, aiming to establish the students' competencies and knowledge, their critical sense, ability to recognize and resolve problems, as well as their written and oral presentation skills. The assessment items include:

• Oral or written exams
• Written or practical work
• Individual and group projects that may require an oral defense
• Class participation Grading is based on a scale of 0 to 20, and a grade of 10 is required to pass.

Learning Objectives and Intended Skills

The MSc in Marketing provides a specialization that seeks to achieve the following learning objectives:

• Understand the importance of marketing within organizations
• Understand the multidisciplinary activities necessary to achieve the satisfaction of consumers/buyers as well as develop the ability to work seamlessly within an organizational context
• Understand the process of setting marketing objectives and its conversion into a strategy
• Promoting a good understanding of the different functions of Marketing
• Develop skills to conduct a proper diagnose of the marketing environment
• Develop skills for decision making in marketing, particularly in terms of response to developments in the marketing environment and the evolution of organizational objectives
• Develop skills to operate in a globalized world

Course Coordinator(s)

The course coordinators are:

• Arnaldo Fernandes Matos Coelho
• Paulo Miguel Marques Gama Gonçalves

ECTS Departmental Coordinator(s)

The ECTS departmental coordinators are:

• António Manuel Portugal Duarte
• Raquel Beleza Pereira da Silva

Recognition of Prior Learning

Recognition of prior learning is carried out in accordance with the Academic Regulation of the University of Coimbra.

Qualification Requirements and Regulations

The legal framework for the qualification is established by the decrees: Decree-Law nr 74/2006, 24th March, in its current wording.

Graduation Requirements

The Master's degree is obtained after the successful completion of 60 ECTS in the taught subjects, 40 of which with a minimum grade of 14 values, and the successful conclusion of the dissertation. Students successfully concluding the first year’s units of study of the study cycle, corresponding to 60 ECTS, will receive a Certificate of Specialized Studies in Marketing.

Access to Further Studies

Master's graduates in Marketing have increased competences for applying to a PhD programme.

Study Programme

The study programme is a 2-year programme with 120 ECTS credits.

Accreditations

The programme is accredited by the Agência de Avaliação e Acreditação do Ensino Superior, with the registration number R/A-Ef 3434/2011/AL01.