Programme: Marketing Trends

Overview

The course provides a foundation of knowledge on the latest marketing trends. Current changes resulting from globalisation and the integration of digital technologies into everyday life, allowed us to identify a different set of lines of thought and actions taken by consumers and organisations in their attempts to survive and adapt to this new environment. We will base our teaching methods in case studies and role play. Managers from relevant companies will be invited to interact with students.

 

Topics

New consumer trends | marketing 3.0 and 4.0 | e-commerce platforms | cause related marketing and social marketing| social media branding | on-line customer experience | experiential marketing | viral and tribal marketing | SEO and Google Adwords | the business case.

 

Requirements

Students and recent graduates at undergraduate and graduate level of all areas | Fluency in English | No Portuguese language knowledge is required | More than 18 years old.

 

ECTS

Applicants can obtain 4 ECTS, provided if they attended all sessions and have obtained approval within all the assessment elements (may include previous assignments).

 

Coordinator

Susana Costa e Silva
Associate Professor
Católica Porto Business School

 

PhD in Marketing (University College de Dublin, Ireland), MSc in Economics (Porto Faculty of Economics). Graduate in Management (Catholic University of Portugal). Since 1997 professor at Catolica Porto Business School. Director of the MSc in Management at Catolica Porto Business School and Researcher at CEGE. Susana was Director of the Marketing Department (2007/2014). She is also the author of several books and book chapters published in Portugal, UK, USA and Brazil and she has been presenting papers in international conferences in Marketing and International Business fields. She recently wrote Marketing Internacional (2018) and The Business case Roadpmap (2018) (Actual, Grupo Almedina). She published in international journals in the same fields. Consultant in Marketing and International Business. She is affiliated to European International Business Academy, where she is since 2013 National Representative for Portugal. She has been visiting professor at University of Saint Joseph (Macao, China), University of Wroclaw (Poland) and Escola Superior de Propaganda e Marketing (S. Paulo, Brazil).