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.
Overview
This module is designed to offer students from diverse backgrounds insights into emerging market and consumer trends. It will utilize various teaching methods, including seminar-based lectures, project-based workshops, and presentations. Speakers from different nationalities will share their experiences, drawing from their expertise in teaching and research within their respective fields. The course encourages active audience participation, fostering discussions, debates, and stimulating class debates. Students are recommended to receive preliminary readings before the course starts. Cases and examples will be presented and discussed during classes. The module culminates in group presentations followed by a brief exam.
Objectives
This Summer School taps a relevant need that Management students feel concerning Marketing and producing a Business Case. Students will learn how to produce a business case addressing a new marketing trend. They will also be taught how to present their business ideas to an investor audience.
Who can attend?
This course is aimed at those interested in getting acquainted to the lattest trends in marketing, either undergraduate or master students. Students from all countries can apply. Students that are Portuguese native speakers can also apply.
Programme Outline
This course will have lectures on the main topics listed below throughout the two weeks:
• New Marketing Trends
• New Marketing Trends in China
• AI in Marketing
• Deep Tech & Business
• SEO and SEM
• Branding
• Business Case Roadmap
• Place Marketing
• Cause-Related Marketing
• E-Content Marketing
• Business Case
• Portuguese Language and Culture – Immersion
Additionally, students have classes on business cases and mentoring on implementing 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 ideas 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 explain and answer questions from the board. The project should have a written report. The group is free to decide on the format of the information.
On the final day of the 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.
