Marketing
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 curricular 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), corresponding to 1 credit per 27 hours. Includes a 15 credit project.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
---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
---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
---Programme director
| Luisa Margarida Barata Lopes ( | This email address is being protected from spambots. You need JavaScript enabled to view it.) |
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 | 9205-838-1101-00-25 | 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 |