Master's in Marketing

Faculty of Economics

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Academic year




Course Type

2nd Cycle Studies - Lifelong Learning Master Programme

Qualification Awarded



2 Year(s)

ECTS Credits



Lifelong training second cycle

Course Coordinator(s)

Arnaldo Fernandes Matos Coelho (acoelho@fe.uc.pt)

ECTS Departmental Coordinator(s)

Carmen Isabel de Oliveira Amado Mendes (carmen.mendes@fe.uc.pt)

General Objectives of the Course
Objectives: The Master's programme in Marketing fills a significant gap in the offer of postgraduate training in this region of the country. Based on a young, qualified and highly motivated teaching staff with international experience, a support team characterized by a high level of professionalism and with modern and functional facilities, the Master's programme intends to be a different programme, both in form and content. The programme will aim at combining the traditional training of a classroom with a more experiential learning, reinforcing interactions between participants and group work. The simulated management, the outdoor training, specially our Challenge Programme, the Business Clinic and the cooperation with companies are some of the activities which will enrich and make this programme even more interesting. An open and highly flexible structure allows managing a more generic training with the need for specialization. In this regard, the designed programme is intended to provide an efficient answer to two kinds of basic needs:

- to strengthen specific competences within the field of Marketing, following the generic training which characterizes the current Bachelor's degrees, allowing a better positioning in the labour market;

- to strengthen personal competences, capable of boosting the release and consolidation of the Master's degree holders' professional careers, namely within the fields of communication, leadership and negotiation.

Curricular Structure: The Master's programme lasts 2 years and is organized into six quarters. The 1st year is composed of 2 sets of units of study: a set of mandatory units of study, aiming at standardizing the students' knowledge and language around a series of basic competences in the area of Management and Marketing (corresponding to 27.5 ECTS) and a set of optional units of study in Marketing and General Marketing, aiming at giving the participants the possibility of guiding their own learning (corresponding to 32.5 ECTS).
Mode of Study
Teaching sessions will take place on Friday and Saturday.
Access to Further Studies
Master's graduates in Marketing have increased competences for applying to a PhD programme.
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.

Recognition of Prior Learning
Previous training obtained in national or foreign higher education institutions can be recognized.
Qualification Requirements and Regulations
Decree-Law No. 74/2006, of 24 March, as amended by the Decree-Law No. 107/2008, of 25 June, and by the Decree-Law No. 230/2009, of 14 September. The Order No. 8850/2008 of 26 March publishes the course's programme structure and study plan.
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.
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.
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.

If the student intends to obtain also a MBA diploma in Marketing, besides the successful completion of the first three quarters’ units of study (60 ECTS), he/she must obtain 12 more ECTS and successfully conduct a MBA Project in Marketing (corresponding to 40 ECTS) under the supervision of a teacher (this option requires de payment of an additional fee).

Study Programme
Applications Notice (only in portuguese)
1st Quarterial
Start date: 07-09-2018
End date: 28-09-2018
2nd Quarterial
Start date: 18-01-2019
End date: 30-03-2019
3rd Quarterial
Start date: 03-05-2019
End date: 13-07-2019
- A3ES
Agência de Avaliação e Acreditação do Ensino Superior
  • 2013-06-05 a 2019-06-04
R/A-Ef 3434/2011 - DGES
Direcção Geral de Ensino Superior
  • 2011-03-18