Qualification awarded (in original language)

"Licenciatura em Marketing". Title of "Licenciado".

Level of qualification

1st Cycle of Studies. EQF level 6. ISCED 2011 level 6.

Admission requirements

Access to higher education programs is regulated by Decree-Law No. 296-A/98 of September 25, in its current wording, as well as by its respective regulations, and is detailed in the description of the Portuguese Higher Education System, presented in section 8 of the Diploma Supplement. Students can apply through the National Access Competition if they meet the minimum Application Score of 100 points (on a scale of 0 to 200) and achieve a minimum score of 95 points (on a scale of 0 to 200) in one of the following sets of Admission Exams: (17 Mathematics Applied to Social Sciences and 18 Portuguese) or (04 Economics and 18 Portuguese) or (09 Geography and 18 Portuguese) or (13 English and 18 Portuguese) or (04 Economics and 09 Geography).

Recognition of prior learning

Following the implementation of the Bologna Process and the consequent legislation regarding the mobility of students among degrees and higher education institutions, prior learning must be recognized and credited. The prior learning concept comprises all the previous learning/training undertaken in other higher education study cycles in national or international institutions (crediting of certified training), as well as previous professional experience and any post-secondary school training or education. As such, the IPB promotes the crediting of the student’s prior learning when arriving at the institution.
Aiming at a quick and full integration of the student in his/her new education programme, the recognition procedures must be submitted when enrolling at the IPB.
For more information about the IPB accreditation process (times, procedures and criteria for the accreditation processes), consult the IPB Candidate Portal, at https://ipb.pt/pt/estudar/candidaturas, or the IPB Academic Services website, at https://ipb.pt/pt/estudar/estudantes/servicos-academicos.

Qualification requirements and regulations

6 Semesters (3 years). 20 Weeks of study per semester, full-time (40 per year). 40 total hours per week. 810 total hours per semester (1620 per year). 180 ECTS Credits (30 per semester); 1 credit corresponds to 27 hours. It includes a final project comprising 15 credits.
The holders of this qualification are entitled to apply for positions in the public administration and local government senior official career and for senior positions in enterprises.

Profile of the programme

The profile of the program comprises the development of technical-scientific knowledge and professional skills in the study areas of Marketing and Advertising, Business Sciences, IT, Audiovisuals and Media Production, Mathematics and Statistics, Law and Foreign Languages ​​, and Literature. Marketing and Advertising (342 CNAEF), Business Sciences (340 CNAEF).

Key learning outcomes

The degree of "licenciado" (bachelor) in Marketing is awarded to those students that demonstrate, in this field, the ability to:
a) develop and enhance the acquired knowledges;
b) apply acquired knowledge and understanding capacity in order to clearly demonstrate a professional approach to the work carried out;
c) solve problems based upon their own arguments;
d) collate, select, and interpret relevant information which will enable them to consolidate the solutions they present and the opinions they put forward, including the analysis of relevant social, scientific and ethical aspects;
e) communicate information, ideas, problems and solutions, both to experts and non-experts;
f) develop competences that will enable them to benefit from lifelong learning with a high degree of autonomy.

To complete the qualification, the student is required to pass all compulsory course units of the study plan.

Occupational profiles of graduates

The degree of "licenciado" (bachelor) in Marketing belongs to the education and training areas of Maketing and Advertising and Business Sciences. Graduates are qualified to develop a professional activity within the profile of the programme.

Access to further studies

The degree of "licenciado" allows to proceed to post-graduate studies, according to the diagram of the Portuguese Higher Education System, provided by NARIC (http://www.dges.mctes.pt/DGES/pt/Reconhecimento/NARICENIC/) and presented in section 8 of the Diploma Supplement.

Graduation requirements

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Examination regulations, assessment and grading

Examination and assessment are regulated by the IPB general regulation, available in https://ipb.pt/pt/estudar/estudantes/servicos-academicos, and by the School pedagogical regulation, available in www.esact.ipb.pt.
Consult this Guide under the option “The ECTS at the IPB” for information on the grading and qualification system.

Mode of study

Full time

Programme director

Luisa Margarida Barata Lopes (

This email address is being protected from spambots. You need JavaScript enabled to view it.)

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Scientific areas of the study plan

Scientific Area	Acronym	ECTS Credits
		Compulsory	Optional
All of IPB	AIPB	6.0	0.0
Audiovisuals and Media Production	AMP	9.0	0.0
Business Sciences	BS	54.0	0.0
Foreign Languages ​​and Literatures	FLL	6.0	0.0
Informatics	Inf	24.0	0.0
Law	L	6.0	0.0
Marketing and Advertising	MA	57.0	0.0
Mathematics and Statistics	MS	18.0	0.0
Total		180.0	0.0

Course structure

Year	Sem	Type	Code	Course Unit	Scientific Area	ECTS Credits
1	1	Semestral	9205-714-1101-00-24	Fundamentals of Marketing	MktAdv	6.0
1	1	Semestral	9205-714-1102-00-24	Computing Applied to Marketing	Inf	6.0
1	1	Semestral	9205-714-1103-00-24	Commercial and Technical English	FLang	6.0
1	1	Semestral	9205-714-1104-00-24	Introduction to Management	Manag	6.0
1	1	Semestral	9205-714-1105-00-24	Mathematics	Mat	6.0
1	2	Semestral	9205-714-1201-00-24	Consumer Behaviour	MktAdv	6.0
1	2	Semestral	9205-714-1202-00-24	Marketing Communication	MktAdv	6.0
1	2	Semestral	9205-714-1203-00-24	Economics of the Firm	BS	6.0
1	2	Semestral	9205-714-1204-00-24	Services Marketing	MktAdv	6.0
1	2	Semestral	9205-714-1205-00-24	Accounting and Finance of the Firm	BS	6.0
2	1	Semestral	9205-714-2101-00-24	Marketing Statistics	Stat	6.0
2	1	Semestral	9205-714-2102-00-24	Marketing Research	MktAdv	6.0
2	1	Semestral	9205-714-2103-00-24	Brands and Product Management	MktAdv	6.0
2	1	Semestral	9205-714-2104-00-24	Pricing	BS	6.0
2	1	Semestral	9205-714-2105-00-24	Design and Visual Communication	Aud	6.0
2	2	Semestral	9205-714-2201-00-24	Data Analysis	Stat	6.0
2	2	Semestral	9205-714-2202-00-24	Advertising and Public Relations	MktAdv	6.0
2	2	Semestral	9205-714-2203-00-24	Marketing Law	Law	6.0
2	2	Semestral	9205-714-2204-00-24	Sales Management and Negotiation	BS	6.0
2	2	Semestral	9205-714-2205-00-24	Multimedia	Aud	6.0
3	1	Semestral	9205-714-3101-00-24	Distribution and Merchandising	BS	6.0
3	1	Semestral	9205-714-3102-00-24	Marketing Information Management	CSci	6.0
3	1	Semestral	9205-714-3103-00-24	Business-to-Business Marketing	MktAdv	6.0
3	1	Semestral	9205-714-3104-00-24	Digital Marketing	Aud	6.0
3	2	Semestral	9205-714-3105-00-24	Strategic Marketing	MktAdv	6.0
3	2	Semestral	9205-714-3201-00-24	Internship/Project	BS	15.0
3	1	Semestral	9205-714-3202-00-24	Innovation and Entrepreneurship	BS	6.0
3	2	Semestral	9205-714-3203-00-24	International Marketing	MktAdv	6.0
3	2	Semestral	9205-714-3204-00-24	Marketing Seminars	MktAdv	3.0

Course structure

NEW

Year	Sem	Type	Code	Course Unit	Scientific Area	ECTS Credits
1	1	Semestral	9205-838-1101-00-25	Consumer Behaviour	MA	6.0
1	1	Semestral	9205-838-1102-00-25	Fundamentals of Marketing	MA	6.0
1	1	Semestral	9205-838-1103-00-25	Introduction to Management	BS	6.0
1	1	Semestral	9205-838-1104-00-25	Mathematics	MS	6.0
1	1	Semestral	9205-838-1105-00-25	Technologies Applied to Marketing	Inf	6.0
1	2	Semestral	9205-838-1201-00-25	Audiovisual Communication	AMP	3.0
1	2	Semestral	9205-838-1202-00-25	Marketing Communication	MA	3.0
1	2	Semestral	9205-838-1203-00-25	Accounting and Finance of the Firm	BS	6.0
1	2	Semestral	9205-838-1204-00-25	Economics of the Firm	BS	6.0
1	2	Semestral	9205-838-1205-00-25	Business English for Marketing	FLL	6.0
1	2	Semestral	9205-838-1206-00-25	Services Marketing	MA	6.0
2	1	Semestral	9205-838-2101-00-25	Ateliê Audiovisual Communication	AMP	6.0
2	1	Semestral	9205-838-2102-00-25	Market Research	MA	6.0
2	1	Semestral	9205-838-2103-00-25	Brands and Product Management	MA	6.0
2	1	Semestral	9205-838-2104-00-25	Pricing	BS	6.0
2	1	Semestral	9205-838-2105-00-25	Advertising	MA	3.0
2	1	Semestral	9205-838-2106-00-25	Retail Marketing	BS	3.0
2	2	Semestral	9205-838-2201-00-25	E-commerce	Inf	6.0
2	2	Semestral	9205-838-2202-00-25	Marketing Law	L	6.0
2	2	Semestral	9205-838-2203-00-25	Marketing Statistics	MS	6.0
2	2	Semestral	9205-838-2204-00-25	Commercial Management	BS	6.0
2	2	Semestral	9205-838-2205-00-25	Content Marketing	MA	3.0
2	2	Semestral	9205-838-2206-00-25	Public Relations	MA	3.0
3	1	Semestral	9205-838-3101-00-25	Data Analysis Applied to Marketing	MS	6.0
3	1	Semestral	9205-838-3102-00-25	Innovation and Entrepreneurship	BS	6.0
3	1	Semestral	9205-838-3103-00-25	Digital Marketing	Inf	6.0
3	1	Semestral	9205-838-3104-00-25	Marketing Information Systems	Inf	6.0
3	1	Semestral	9205-838-3105-00-25	IPB Free Course	AIPB	6.0
3	2	Semestral	9205-838-3201-00-25	Sales Support Communication	MA	3.0
3	2	Semestral	9205-838-3202-00-25	Internship/Project	BS	15.0
3	2	Semestral	9205-838-3203-00-25	Business-to-Business Marketing	MA	3.0
3	2	Semestral	9205-838-3204-00-25	Strategic Marketing	MA	3.0
3	2	Semestral	9205-838-3205-00-25	International Marketing	MA	3.0
3	2	Semestral	9205-838-3206-00-25	Marketing Seminars	MA	3.0

Accreditation/Register

With Accreditation in 2024, for 6 years | Maximum number of admissions: 45 | Initial registration: R/A-Ef 3257/2011 of 18-03-2011 | Change records: R/A-Ef 3257/2011/AL01 of 01-04-2016 and R/A - Ef 3257/2011/AL03 of 08-01-2025.

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Additional documents