Skip to main content

Block I: Creating Customer Value: Know, Measure, and Manage

1h Program Opening
7h Consumer Behaviour and Targeting: Opportunities and Challenges
14h Market Analysis to Marketing Plan
7h Marketing Research: In Search of Consumer Insights
3,5h Ethnography in Marketing
3,5h Neuromarketing Relacional - Empresa
3,5h Evaluation Module - Simulation of Marketing

Block II: Brand Management and Communication

3,5h Brand Management
3,5h Marketing Communication: The Strategic Vision
3,5h Below the Line Communication: Trade Promotions
3,5h Brand Activation
3,5h Negotiation
3,5h Managing Customer Relationships
3,5h Coaching 1 - Final Project | Milestone 1
3,5h Company Interaction: Innovative Insights In Branding and Communication

Block III: Digital Marketing Trends and Tools

7h Digital Marketing
7h Digital Marketing Challenges
3,5h Mobile Marketing
3,5h Evaluation Module - Brand and Communications Management

Block IV: Offer Management and Differentiation

10,5h Commercial and Marketing Metrics
7h Marketing of Services: Quality and Customer Relations
3,5h Coaching 2 - Final Project | Milestone 2
3,5h Management of Commercial Teams
3,5h Distribution Channels Management
3,5h Product Portfolio Management
3,5h B2B Marketing: Customer Management and Opportunities

Block V: Marketing in Action

1,5h Social Entrepreneurship
2h Company Interaction: In House
3,5h Marketing and the Economical Cycles: New Challenges
3,5h Delivery and Presentation of the Course Project


Executive Education - Open Programs

Patrícia Rodrigues


Phone: (+351) 217 214 220




Ágata Clérigo

Pesquisa/Conteúdos, Valentim de Carvalho
Programa Avançado de Marketing para Executivos
"(...) sharing experiences with other professionals, the completeness and contemporariness of the contents addressed in the program and the competency and level of knowledge of faculty exceeded my expectations."

Related Events


Católica Lisbon School of Business & Economics