Master's in Marketing

General Objectives of the Course

The study cycle aims to develop in participants a deep expertise in marketing, without neglecting the development of generic management skills and the development of soft-skills at the personal level. The course is grounded on a solid scientific knowledge, which combines with its application in organizations, namely via case studies. To that end, it relies on traditional training, which is combined with marketing simulations, outdoor training and teamwork.

Admission Requirements

As defined in Article 42 of the Academic Regulation of the University of Coimbra, Bachelor degree holders who show affinity with the fields of study of the Master's Programme:
a) Holders of a Bachelor degree or legal equivalent;
b) Holders of a foreign higher education degree awarded after a first study cycle organized according to the principles of the Bologna Process by an acceding State;
c) Holders of a foreign higher education degree recognized as complying with the objectives of the Bachelor degree by the Scientific Council responsible for the Master's study cycle;
d) In duly justified cases, applicants showing a scientific and professional curriculum relevant for attending the current study cycle may access the Master's study cycles upon recognition by the Scientific Council responsible for the Master's study cycle.

Candidates should check the admission requirements available on this site, in addition to the information provided here.

Professional Goals

Masters graduates in Marketing have specialized qualifications for exercising functions in several business areas, namely in the fields of communication, leadership and negotiation.

Mode of Study

Full-time/ Face-to-face/ Daytime

Teaching / Evaluation language(s)

Portuguese and English

Examination Regulations, Assessment and Grading

As assessment is a pedagogical activity inseparable from the teaching process, its aim is to establish the students' competencies and knowledge, their critical sense, ability to recognize and resolve problems, as well as their written and oral presentation skills. Students may only register for exams for classes they are currently registered for under the terms of number 6 of article 4 of the University of Coimbra Pedagogical Policy. The following are examples of assessment items: Oral or written exams, written or practical work, individual and group projects that may require an oral defense, as well as class participation. Assessment for each class may include one or more of the above mentioned items. Grading is based on a scale of 0 to 20 and a grade of 10 is required to pass. Whenever assessment includes more than one item, the final grade is calculated by taking into account the relative weight of each item according to a formula published in the course outline under the terms of number 2 of article 7 of the UC Pedagogical Policy.

Learning Objectives and Intended Skills

The MSc in Marketing provides a specialization that seeks to achieve the following learning objectives:
- Understand the importance of marketing within organizations- Understand the multidisciplinary activities necessary to achieve the satisfaction of consumers /buyers as well as develop the ability to work seamlessly within an organizational context, ie the ability to articulate the decision making in marketing with other organizational functions / activities;
- Understand the process of setting marketing objectives and its conversion into a strategy;
- Promoting a good understanding of the different functions of Marketing;
- Develop skills to conduct a proper diagnose of the marketing environment, no matter how complex it is
- Develop skills for decision making in marketing, particularly in terms of response to developments in the marketing environment and the evolution of organizational objectives;
- Develop skills to operate in a globalized world.

Course Coordinator(s)

Arnaldo Fernandes Matos Coelho

Paulo Miguel Marques Gama Gonçalves

ECTS Departmental Coordinator(s)

António Manuel Portugal Duarte

Recognition of Prior Learning

The recognition of prior learning is carried out according according to the Credits for Previous Learning and Work Experience Policy of the University of Coimbra.

Qualification Requirements and Regulations

The legal framework for the qualification is established by the decrees: Decree-Law nr 74/2006, 24th March, in its current wording.

Graduation Requirements

The Master's degree is obtained after the successful completion of 60 ECTS in the taught subjects (with the successful completion of all mandatory units of study), 40 of which with a minimum grade of 14 values, and the successful conclusion of the dissertation. Students successfully concluding the first year’s units of study of the study cycle, corresponding to 60 ECTS, will receive a Certificate of Specialized Studies in Marketing.

Access to Further Studies

Master's graduates in Marketing have increased competences for applying to a PhD programme.

Study Programme

Master's in Marketing

Academic year

Course Type
2nd Cycle Studies - Lifelong Learning Master Programme

DGES Code: 9314

Qualification Awarded: Mestre

Duration: 2 Year(s)

ECTS Credits: 120.0

Category: Lifelong training second cycle


Call for Applications


1st Quarterial
Start date: 10-09-2021
End date: 18-12-2021
2nd Quarterial
Start date: 21-01-2022
End date: 26-03-2022
3rd Quarterial
Start date: 22-04-2022
End date: 09-07-2022


Agência de Avaliação e Acreditação do Ensino Superior
2013-06-05 a 2019-06-04
Direcção Geral de Ensino Superior