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Block I: Creating Value for the Client: Knowing, Measuring and Managing

1h Program Opening
7h Consumer Behaviour and Targeting: Opportunities and Challenges
14h Market Analysis to Marketing Plan
3,5h Knowing the Market for Decision Making *
3,5h Ethnography in Marketing: new segmentation trends
3,5h Brand Management
3,5h B2B Marketing: Customer Management and Opportunities
3,5h Evaluation Module - Simulation of Marketing

Block II: Integrated Communication Management: from strategy to execution

3,5h Neuromarketing: optimization of company-client interaction
3,5h Marketing Communication: The Strategic Vision
3,5h Below the Line Communication: Trade Marketing
3,5h Brand Activation at the point of sale
3,5h Managing Customer Relationships
3,5h Campaign Management: Design & Creativity

Block III: Live marketing - Contact with market practices

3,5h Evaluation Module - Communication Management Practices
6h Field Experience: living the business reality
3,5h Coaching 1 - Final Project | Milestone 1

Block IV: New Digital Marketing Challenges and Tools

3,5h Mobile Marketing & Social Media
3,5h E-commerce: Opportunities and Challenges
7h Digital Marketing Practices: Tools for Decision Making


Block V: Supply Management and Differentiation

7h Marketing of Services: Quality and Customer Relations
10,5h Commercial and Marketing Metrics
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 Hands-on Project: Social Cause
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) 215 906 010




Hugo Santa Maria

Responsável pela equipa de Gestão de Produto MEO Go, MEO
Programa Avançado de Marketing para Executivos
"PAME is very well structured and is taught by a very experienced faculty."

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Católica Lisbon School of Business & Economics