Marketing in the New Era

Universidade Católica Portuguesa

Course Description

  • Course Name

    Marketing in the New Era

  • Host University

    Universidade Católica Portuguesa

  • Location

    Lisbon, Portugal

  • Area of Study


  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

  • Recommended U.S. Semester Credits
    2.5 - 3
  • Recommended U.S. Quarter Units
  • Overview

    Course overview and objectives
    Provide students with insights in new tools and techniques for all issues related to the Management of the whole Client Experience with the brand that will allow to obtain maximum lifetime value in a sustainable way
    Intents to be an eye opener for new subjects and enlighten the students on the need to know more about them.

    Course Content
    1. Understanding the market 
    a. The world in the 21st Century (how does it work? What can we expect?)
    b. Trends that shape the world (recognizing what is about to happen as a first step to create successful strategies)
    c. The 21st century consumers
    2. Understanding the clients
    a. How human mind works (what makes us decide for one against the other?) –neuroscience, heuristics, thinking models….
    b. Data (how to gather, keep and use information to make the most of the brand’s performance in the market)
    3. Relevant tools
    a. The decision process – understand how people get to choose where they spend their resources
    b. Client Experience and Journey – how to manage the whole process to get the most of them through the Relationship Cycle (understand the different stages and what to do about each of them) guaranteeing optimal levels of Client Satisfaction (making companies decisions based on what clients really value
    4. We sell …or else!
    a. Communication & Commercial strategy (getting to yes!)
    b. Content is King (how to link consumers and brands via shared interests)
    c. The Digital opportunities (how can brands use the digital world to its best advantage)
    d. The new Meta generation (and how the GAFA paved the way…!)
    5. Project development
    a. Present yourself to a new job opportunity
    b. Create a project that uses the something uniquely Portuguese as a main competitive advantage … and sell it to potential investors
    In most classes students will be asked to prepare presentations – either to introduce the subject of the session or to present an example of its use in real life.

    Required background
    Students need to:
    1. have a basic knowledge of marketing
    2. have a great wish to know more about marketing
    3. be able to cope with 
    a. a flexible schedule (posted on the beginning of the semestre but subject to change due to guests agendas)
    b. multiple speackers that may have different opinions and characteristics (one of the plus of the program, but that needs adjustment capabilities)
    4. like and perform well in group work
    5. be curious and eager to hear about what’s new.



Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.


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