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Advanced Executive Program in Marketing (PAME)


Executive Education - Open Programs

Patrícia Rodrigues


Phone: (+351) 217 214 220

More Information

47th Edition: to be confirmed

This program will be taught in Portuguese

Classes: Wednesdays and Thursdays, from 5 p.m. to 8:30 p.m.

Duration: 5 months | total of 133 hours  


Program Description

Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value – Philip Kotler

Marketing is one of the most critical and decisive strategic variables of any business. With a concept of learning and excelency sharing, PAME's main goal is to offer an up to date, rigorous, defiant, differentiator, prestigious, recognized course for acquiring knowledge in Strategic and Operational Marketing, through an holistic approach, envolving new concepts and tools and always keeping a strong connection with the business reality.

The most important current challenges of marketing activity include the need to innovate and improve, materializing the strategy and action in a coherent and consistent logic, in B2C and B2B markets. Therefore, marketing managers are increasingly taking a decisive and pro-active role, from market analysis to the materialization of a strategy, brand management to traditional and digital communication, the ability to differentiate the offer with their channel management, always with the same purpose: Creating Value for Customers.

The PAME provides answers to these challenges and permanently reinforces the process by means of recognised and added value, owing to the permanent updating of its thematic contents and its pedagogical model.


See below what our participants say about this program:


Main Benefits

  • Allows the acquisition and consolidation of specific marketing skills and knowledge;
  • Exposure to current challenging subjects allowing the participants to reflect and share good management practices;
  • Contribution towards the development of an entrepreneurial attitude primarily aimed at acting in competitive markets.


Company Interactions

The program includes visits and interactions with several companies, whose objective is to allow participants to know the backstage of iconic brands, their strategy, and portfolio, through direct contact with their protagonists, enhancing networking moments. The themes of these visits will be:

  • Field Experience: living the business reality;
  • Hands-on Project: Social Cause.


Rui Rijo

Diretor de Unidade Técnica
Banco Comercial Português
Programa Avançado de Marketing para Executivos
"The program is adequately structured and covers a wide range of themes."