Consumer Behaviour

Category: Discipline
  • Não
  • Study and investigate consumer fundamentals to enable organizations to understand their behavior and act proactively. Analyze current consumer trends in the post-Covid context. Identify the buying decision process and the various internal and external factors that influence it.
  • Semestral

  • 20% Participação e avaliação contínua

    • Exercícios regulares e envolvimento ativo nas aulas

    20% Trabalho intermédio

    • Estudos de caso, ensaios e desafios práticos

    40% Trabalho final

    • Relatório, apresentação escrita

    20% Apresentação (2 últimas aulas)

    • Exposição e argumentação do trabalho desenvolvido
  • Introduction to consumer behavior and research, including digital tools (heatmaps, tracking, analytics, A/B testing, social media). Consumer-centered marketing strategies, UX, algorithm-based personalization, and online segmentation. Contemporary view: hyperconnected consumers, choice overload, post-Covid context, and digital consumption. Decision process: heuristics, biases, e-commerce triggers (urgency, scarcity, social proof), impulse buying, omnichannel journeys, and post-purchase experience (CX, online reputation). Individual determinants: generational profiles, digital identity, demographics, psychographics, purpose-driven motivation, social causes, and ESG. The informed “prosumer.” Beliefs and attitudes: activist consumption, greenwashing, brand canceling. Contextual influences: algorithms, global/local culture, TikTok aesthetics, family, peers, digital communities, influencers, and micro-influence.
  • Provide students with tools to understand how consumers make decisions when faced with multiple stimuli, needs, and choices, within an increasingly globalized economy transitioning to digital environments of information, decision-making, and consumption. Encourage the analysis of case studies and critical reflection on sustainable consumption practices.
  • Mandatory
  • Problem-Based Learning (PBL), Project-Based Learning (PBL), Flipped Classroom, Gamification, Design Thinking, Active Learning Methods, Collaborative Learning, Peer Instruction, Use of Digital Technologies and AI, Liberating Structures
  • Português
  •   Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2022). Consumer Behavior (12ª ed.). Pearson. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: tecnologia para a humanidade. DVS Editora.  
  • 4
  • 0
  • 6
  • 1
  • IPLUSO6375-8300
  • Consumer Behaviour
  • 8300
  • 6375
  • Marketing Management

Introduction to Management

Category: Discipline
  • Não
  • This CU, Introduction to management, aims to provide the necessary skills to understand the fundamental principles that guide the management of a corporation and the economic environment in which it moves.
  • Semestral

  • Descrição

    Data limite

    Ponderação

    Teste Escrito Individual

    17-11-2025

    35%

    Apresentação, Discussão e Entrega dos Trabalhos de Grupo

    19-01-2026

    50%

    Participação nas actividades lectivas, incluindo assiduidade

    Ao longo do
    Semestre

    15%

     

    Horário de Atendimento e Esclarecimento de Dúvidas aos Alunos

    • Segundas-feiras no horário das 14h30 às 15h30, na sala de professores, nas instalações da ESCAD.

    Obs: O atendimento deverá sempre ser solicitado pelo aluno com o mínimo de um dia de antecedência, através de e-mail, para garantir que não há sobreposição de agendamento.
  • 1. The Company: Concepts; 2. The Manager: Skills and Functions; 3. Focus on Management Theories: Tasks; Organization; People; Environment; Technology; 4. Management Dimensions: Design, Planning, Organization, Direction, Coordination, Control and Development; 5. Organizational Structures: Principles; Architecture; Structure Types; Departmentalization; Organization charts; 6. Management Functions: Strategy; Finances; Marketing; Human Resources; Operations; 7. Management Trends: Ethics; Social responsability; Sustainability; Governance; 8. Microeconomics: Consumer Theory; Producer Theory; Market structures. Macroeconomics: Economic Policy; National Accounting; Currency and banking; Economic balance; Inflation and Unemployment; Economic growth and development; International economy.
  • This CU aims to develop the following knowledge, skills and competences on the part of the students: 1. Describe the Concept of Company; 2. List the competences and tasks of the manager; 3. Know the Evolution of Management Theories; 4. Identify Management Dimensions; 5. Understand the Principles of Organizational Management; 6. Understand the Functions of Management; 7. Articulate Management Trends; 8. Understand the Principles of Economics.
  • Mandatory
  • Expository Teaching Methodologies and Self-study: the acquisition of knowledge will be measured through an attendance. Participatory and Active Teaching Methodologies: the development of skills will be measured through group resolution, presentation and discussion of case studies/practical exercises in class.   Continuous evaluation The weighting coefficients in calculating the final grade will be as follows: Frequency (individual written test) - 35%; Elaboration of a group work and respective oral presentation - 50%; Participation in academic activities - 15%   Comments: Mandatory minimum score of 8 values ¿¿in each evaluation element Students with a final grade equal to or greater than 10 are approved. In case of failure, Students will have access to the evaluation in exam, appeal and special periods, depending on the classification of each one.   Other Valuation Periods Individual written test - 100%
  • Português
  • Morgado, A., Ferreira. P. (2021). Princípios de Microeconomia; 2ª edição; Rei dos Livros. Christensen, Clayton M. (2018). O Dilema da Inovação , Conjuntura Actual Editora, Sotomayor, A. (2018). Princípios de Macroeconomia; 1ª edição; Rei dos Livros. Carvalho, J., Filipe, J. (2014). Manual de Estratégia ¿ Conceitos, Prática e Roteiro , 4ª edição, Edições Sílabo. Teixeira, S. (2013). Gestão das Organizações , 3ª edição, Escolar Editora Cunha, M., Rego, A., Cardoso, C. (2007). Tempos Modernos ¿ Uma História das Organizações e da Gestão ; Edições Sílabo.
  • 4
  • 0
  • 6
  • 1
  • IPLUSO6375-3191
  • Introduction to Management
  • 3191
  • 6375
  • Marketing Management

Introduction to Marketing

Category: Discipline
  • Não
  • The curricular unit of marketing principles is part of the Marketing Management course. It`s aim is to provide the students with the principles of marketing, and also to stimulate entrepreneurship, creativity and the capacity of reflective thinking in this area. This way, the student should be able to present, characterize and discuss the main variables of marketing, within the scope of other corporate realities. The goal of this unit is, thus, to capacitate students with a 360º vision over the main fundamental elements of marketing.
  • Semestral

  • Descrição

    Data limite

    Ponderação
    Teste de avaliação   65%

    Trabalhos práticos

     

    25%

    Presença e participação nas aulas

    -

    10%
  • The marketing concept and the evolution of the marketing function The marketing mix Marketing and the environment SWOT Analysis The market Consumer behavior General segment strategies and target market selection Positioning The new dimensions of marketing – digital
  • Main objectives: To present the surrounding factors that influence marketing; To provide general information/content about marketing and it¿s theoretical principles; To introduce and evaluate the impact of some recent marketing alterations; To present the main variable of marketing mix and to be able to correlate those same variables; To develop the knowledge and the competences needed to managing the function of marketing and also digital. Other objectives: To provide students with tools that enable them to apply the theoretical knowledge previously learned and to confront them with issues that may occur in a real scenario.
  • Mandatory
  • Analysis of company cases with dynamics of discussion.
  • Português
  • Baynast, A. Lendrevie, J. Lévy, J. Dionísio, P. & Rodrigues, V. (2018). Mercator 25 anos - o marketing na era digital. 16ª edição, Lisboa: Dom Quixote. Kotler, P. Keller, K. (2013). Administração de Marketing . 14ª ed., São Paulo: Pearson Prentice Hall.
  • 4
  • 0
  • 6
  • 1
  • IPLUSO6375-7032
  • Introduction to Marketing
  • 7032
  • 6375
  • Marketing Management

IT Applied to Marketing

Category: Discipline
  • Não
  • The ICT applied to Marketing class aims to equip students in the Higher Professional Technical Course (CTeSP) in Marketing Management with essential digital skills for effectively performing their roles in today's rapidly evolving digital landscape. In an increasingly competitive and technology-driven business environment, it is crucial for commercial professionals to master the tools and resources that allow them to plan, communicate, analyze, and sell more strategically and efficiently. This course offers a practical and applied approach to ICT, focused on the real-world demands of the commercial and marketing sectors.
  • Semestral

  • Descrição dos instrumentos de avaliação (individuais e de grupo), testes, trabalhos práticos, relatórios, projetos e ponderação na nota final.

    Descrição

    Data limite

    Ponderação

    Teste de avaliação 1

    a definir

    25%

    Teste de avaliação 2

    a definir

    25%
    Assiduidade Não se aplica 10%
    Trabalho Final de grupo a definir 30%
    Quizes a definir 10%


    Nota importante: Para o cálculo da média e, por conseguinte, aprovação na unidade curricular, a classificação mínima, nos testes e no trabalho de grupo é de 7,5 valores. A assiduidade às aulas deve atingir, no mínimo, 75% das aulas calendarizadas, ou seja, 11 aulas no total de 15.

     
  • Fundamentals of ICT in the business context Productivity and collaboration tools Word processor (Ex: Microsoft Word, Google Docs): Preparation of commercial proposals and reports Spreadsheet (Ex: Excel, Google Sheets): Management of budgets, commissions and sales analysis Formulas, functions, pivot tables, and charts Presentations (Ex: PowerPoint, Google Slides): Creation of commercial and product presentations Collaboration platforms (e.g. Google Workspace, Microsoft Teams): Scheduling, file sharing, and video conferencing ICT applied to marketing Emerging technologies in business
  • Throughout the course, students will: - Understand the role of ICT in organizations and decision-making processes; - Use productivity tools (Word, Excel, PowerPoint) to create documents, reports, and commercial presentations; - Explore collaborative platforms and digital communication tools; - Apply digital tools to marketing, sales, and customer management (CRM, social media, email marketing); - Analyze the impact of emerging technologies such as Artificial Intelligence, Big Data, and the Internet of Things on the commercial sector; - Develop a final integrative project simulating the digital creation and operation of a microenterprise, applying the knowledge gained in a hands-on manner.
  • Mandatory
  • Use of applications and plataforms on Cloud computing to support the learning process.
  • Português
  • Zacker, C. - Microsoft Word 2016. Microsoft Edition - Wiley. 2016. ISBN: 978-1-11-927300-4 Lemmons, M. - Microsoft PowerPoint 2016. Microsoft Edition - Wiley. 2016. ISBN: 978-1-11-927303-5 Nielson, J. J. - Microsoft Excel 2016. Microsoft Edition - Wiley. 2016. ISBN: 978-1-11-927299-1 Paula, A,, et al - Marketing Digital para Empresas. Edições Perfil Criativo. 2018. ISBN: 978-989-54139-4-2  
  • 4
  • 0
  • 6
  • 1
  • IPLUSO6375-15047
  • IT Applied to Marketing
  • 15047
  • 6375
  • Marketing Management

Digital Marketing

Category: Discipline
  • Não
  • This course aims to provide students with knowledge and mastery of the basic and transversal concepts of Digital Marketing.   To enable students, in a working context, to apply Digital Marketing techniques in the creation and development of products or services in companies.   Understand the conceptual framework of Digital Marketing and its importance.   Analyze the importance of Digital Marketing for companies in the current global context.   Prepare students for an understanding of Digital Marketing channels and to develop successful marketing campaigns using the numerous online and mobile platforms.
  • Semestral

  • Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

    Exemplo:

    Descrição

    Data limite

    Ponderação

    Teste de Avaliação Global 

    a definir

    90%

    Assiduidade, pontualidade e empenho

    ----------

    10%

     

     

     

     

    Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...

     
  • Theoretical classes: Presentation and discussion of concepts and theories within the following topics:   Principles of Digital Marketing   Technology at the service of Marketing and Communication   Digital Platform Marketing   The Digital Consumer   Marketing in Social Media   Digital Marketing Metrics   Digital Marketing Plan   Theoretical-practical classes: 1. Practical application of the theoretical knowledge acquired in Marketing in its different stages.   2. Preparation of practical work in class.
  • To provide students with learning about all aspects of Digital Marketing, in order to enhance the use of new digital technologies available in marketing;   To design, plan and implement communication and market strategies through multi-platforms.   Promote products or services through the use of electronic distribution channels to reach consumers in a personalized, fast and efficient way, with the lowest possible cost;   Identify the tools of emarketing and ecommerce;   Apply the information and communication management tools, creating an interactive relationship, focused on consumer needs;   Develop and execute the marketing and communication planning of an online market strategy;   Develop, coordinate and monitor the impact of digital marketing campaigns;
  • Mandatory
  • Teaching-learning methodologies with business cases and multimedia.
  • Português
  • Adolpho, Conrado. Os 8 Ps do Marketing Digital - O guia estratégico de marketing digital, Texto Gestão, 2012   Cardoso, G. (2006). Os Media na Sociedade em Rede. Lisboa: Fundação Calouste Gulbenkian.   Carrera, F. (2012). Marketing Digital na Versão 2.0 - O que não pode ignorar. 2ª Edição. Lisboa: Edições Sílabo.   Castells, M. (2002). A Era da Informação: Economia, Sociedade e Cultura, Vol. 1: A Sociedade em Rede, Lisboa: Fundação Calouste Gulbenkian.   Chaffey, D., & Smith, P. R. (2013). Emarketing excellence: Planning and optimising your digital marketing (4 ed.). Oxon: Routledge.    Chaffey, Dave & Ellis-Chadwick, Fiona, "Digital Marketing: Strategy, Implementation and Practice", Pearsons, 5ª Edição, 2012   Dias, P. (2014). Viver na Sociedade Digital. Parede: Princípia.   Dionisio, Pedro, Canhoto, Rogerio et al, "B-Mercator - Blended Marketing", Lisboa, Editora D. Quixote, 2009   Marques, Vasco;Marketing Digital 360, Actual Editora, 2015. ISBN: 9789896940683
  • 4
  • 0
  • 6
  • 1
  • IPLUSO6375-14507
  • Digital Marketing
  • 14507
  • 6375
  • Marketing Management
  1. Statistics Applied to Market Studies
  2. Strategic Marketing
  3. Market Studies
  4. Merchandising and Point of Sales Management

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