The course – to be conducted totally face-to-face - provides a foundation of knowledge on some of the latest marketing trends. Current changes resulting from globalization (and de-globalization) and approximation of markets allowed us to identify a different set of lines of thought and actions taken by consumers and organizations in their attempts to survive and adapt to this new environment in which business are taking place. Therefore, this course will seek to recognize the major market and consumer trends, which characterize the present business scenario, and strongly marked by the digital paradigm.

The objective is to develop and inspire students with the skills for the understanding of the direction that marketing is taking and the ability to be able to effectively respond to these developments, being economic, social, technological, environmental and cultural.

Objectives

This Summer School taps a relevant need that Management students feel concerning Marketing and the production of a Business Case.

In this Summer School, students will learn how to produce a business case addressing a new marketing trend. They will also be thought how to present their business ideas at an investor audience.

Who can attend?

This course is aimed at those interested in getting acquainted to the lattest trends in marketing, either graduate or master students. Students from all countries can apply. Students that are Portuguese native speakers can also apply and should enroll in the Portuguese and Language course as well.

Programme Outline

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

Structure 

This course will have lectures on the main topics listed above throughout the 2 weeks. Additionally, they will have classes on business case and mentoring on the implementation of their projects. The group assignment consists of a project based on a new marketing trend. Students should assume the role of consultants and propose a business to be ready for implementation. And, as consultants, they should explain why such business idea should be put into practice by the firm.

Students will present their projects on the final day of the school. Each group should be given 15 minutes to present and answer to questions from the board. The project should have a written report. The group is free to decide on the format of the report.

In the final day of Summer School, students will also complete a written (no-open book) exam.

Teaching

We ground in the knowledge of previous summers schools to put forward the following experienced teaching stuff: Susana Costa e Silva, Joana César Machado, Vitor Verdelho, Carla Martins, Maher Elmashhara, Luís Cordeiro, Bruno Almeida, Mafalda Teles Roxo and Qun Tan. This group includes academic stuff and industry experts that will bring in their practical experience, so that the projects proposed by students are simultaneously theoretically supported and adherent to reality.