Fundamentals of Marketing
How to generate wealth and create value through an effective marketing strategy.
In this program, you will:
- Gain a clear understanding of the role of marketing in organizations in general and businesses in particular.
- Learn to conduct a comprehensive situational analysis using the latest decision-support methodologies.
- Develop the skills to build strong brands, rooted in the creation of compelling and distinctive value propositions for customers.
- Acquire the ability to manage key marketing components—product/service, pricing, communication, and distribution.
- Learn to monitor market performance using appropriate metrics.
- Combine all these elements into well-structured marketing plans that drive market success and create value.
Who is it for?
- Marketing professionals seeking to deepen their knowledge and gain new skills.
- Professionals from various backgrounds looking to start a career in marketing.
- Managers with marketing responsibilities.
- Consultants aiming to acquire the expertise needed to offer higher-value services.
- Executives from other functional areas who need marketing skills to develop a more integrated approach to their work.
What’s Included
The program is delivered in video format (100% asynchronous), complemented by practical exercises, enabling you to apply what you’ve learned to your specific context and maximize the benefits of the lessons.
Carlos Brito
A professor, executive, and thought leader, he serves as the President of the Portuguese Marketing Association, a member of the General Council of the Portuguese Economists Association, the Strategic Council for Tourism of Porto and Northern Portugal, and various advisory boards. He is a frequent contributor to the media, conferences, and digital platforms.
Why choose this program?
Shifting consumer behavior, increasing global competition, and rapid technological advancements have created challenges that demand more innovative market strategies. In Portugal, these challenges are compounded by a chronic lack of marketing proficiency in many companies, which limits competitiveness, the development of strong brands, and ultimately wealth generation. This program is essential for anyone looking to develop marketing skills that drive growth and success within their organization.
This program is divided into six modules:
Module 1 – The Role of Marketing in Organizations
Module 2 – Situational Analysis and SWOT
Module 3 – Developing a Marketing Strategy and Building Strong Brands
Module 4 – Managing the Marketing Mix: Product, Communication, Distribution, and Pricing
Module 5 – Performance Evaluation
Module 6 – Creating a Marketing Plan
Ready to Begin Your Journey?
Here’s how to access the course on our application portal:
Contacts
Still have questions? Our team is here to help.
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