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 1st Cycle Degree     Departamento de Gestão e Economia [Portuguese]

Info Access About Contacts Coordinator(s) Comissions
Study plan   Marketing


Rótulo Texto
DGES code
CNAEF classification 342 | Decree no. 256/2005 [PT]
Publication in the Portuguese Official Gazette Order no. 9164/2020 |DR 2nd series, no. 188, 25 september
Assessment/Accreditation/Registration A3ES Accreditation, 05-09-2019
Self-assessment Report
Initial registry: R/A-Ef 3395/2011 de 18-03-2011
Changes registry: R/A-Ef 3395/2011/AL01, 15-07-2020
Mode of study Daytime
ECTS 180
Other information Statistics [PT] Course Regulation | Marketing Internship
Calendar | UC Internship 2023-24

National Access Competition  

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Admission Requirements
Vacancies 39 (2024)
Lowest Admission Grade 136.4 (1.ª fase 2023)


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Profile of the programme The bachelor degree in Marketing aims to provide students with an adequate cultural, scientific and technological high level of formation in the marketing domain, appropriate to the performance of several professional activities in the marketing area, having in mind the dominant competitive context and the need for internationalisation.
It aims to graduate polyvalent professionals able to act in areas such as: market prospection; market research; products management; sales force administration; development of promotional programmes; definition of the logistics and distribution; planning of the integrated marketing communication; development of the e-commerce and the online communications by means of the potentialities of the web-marketing and the communication and information technologies; and development of international businesses.
Key learning outcomes The bachelor degree in marketing aims to provide students with the following generic competences:
- Ability to be critical/argumentative and self-critical;
- Capacity to generate new ideas (creativity);
- Ability to research, process and analyse information from several sources;
- Ability to identify, pose and resolve problems;
- Ability to apply knowledge in practical situations;
- Ability to work in team;
- Ability to use information and communication technologies;
- Commitment to tasks and responsibilities;
- Ability to start to communicate in a second (English) language;
- Ability to effectuate calculations and apply correctly the mathematical rules.
Specifically, at the end of the graduation, the student should be able to:
- Discuss generic topics in the scope of the economy and the management, demonstrating to have knowledge of the technical language used
- Effectuate basic calculations in the field of economics, accountability and statistic
- Demonstrate a deepen knowledge and understanding of the technical language of marketing management and of its specificities
- Apply correctly the concepts of the client behaviour in both goods and industrial markets
- Find and generate the necessary information accordingly the aims of the market research
- Conceive and implement a market research plan, choosing the appropriate research method and sampling technique
- Identify the target needs and to know how evaluate its satisfaction
- Demonstrate to have knowledge of marketing information database management, namely in what concerns to the formats, ways of warehousing and access
- Formulate a marketing plan, and the respective contingency plan and later to have knowledge to evaluate the effectiveness of the actions
- Write a basic business plan
- Apply techniques of product testing, to participate in the process of new products development, in the process of packaging decision and in the process of brand creation
- Implement communication campaigns, opting between the several communication tools and medias
- Know how to choose the distribution channels, and the politics and procedures in the scope of the e-commerce retailing and merchandising
- Manage a commercial team, namely its constitution and organisation, and also to conceive programmes that aim to value the quality of the sellers’ performance, as well as motivational and remuneration mechanisms
- Apply some laws and regulations in the scope of the marketing
- Conceive marketing strategies adequate to services
- Conceive and implement relational marketing strategies and to analyse the value of the customer portfolio
- Apply the adequate tools and processes for the management of the logistic activities
- Identify marketing good practices regarding the Corporate Social Responsibility and ethical principles
- Perform calculations and apply correctly the mathematical rules and the statistical procedures
- Negociate
- Elaborate marketing reports.
Occupational profiles of graduates - Marketing director
- Marketing consultant
- Market researcher and analyst
- Advertising account
- Commercial manager
- Sales manager
- Product manager
- Costumer manager
- Media researcher
- Copywriter
- Store manager
- Direct marketing manager
- Web-marketing and e-commerce manager
Additionally three testimonials that validate the importance of the graduation in marketing, to the persecution of their professional activity, were collected:
Lilia Barreiros Varejão, responsible for Account Management, Production and Business in the New Lobby Productions: "The marketing course gave me skills to be able to analyse customer needs, in order to submit a proposal relevant and appropriate for clients' business".
Leonor Maria Figueiredo Sena Esteves, head of the Quality Department of Torfal - "The marketing course increased in a generalized way my skills, although I may highlight the development of my capacity for reasoning and planning projects".
Azevedo José Miguel Cruz, Junior Marketing Manager at Microsoft Corporation - "The Marketing course gave me many of the tools necessary to perform my duties in one of the largest companies in the world. Allowed me to acquire the theoretical foundations and skills necessary to overcome the challenges that are proposed to me daily".
Learning facilities The Business and Economics Department, in which the graduation in Marketing is integrated, is located in the Pole IV of the UBI and provides to all academic community the following structures and equipments:
- Library with books and scientific journals specialised in the Marketing field, and also in complementary domains such as: Economics, Management, Sociology, Psychology, and others.
- Bibliographic database online: B-On and PROQUEST.
- NECE (Centre for Studies in Management Sciences) which is a research unit where is possible to develop researches in the marketing field.
- Access point to INE (Statistics National Institute) and Centre of European Documentation in the Central Library
- Informatics rooms with specific software (SPSS, EViews, Amos, Microfit, ATLAS.TI, SmartPLS, CATI) and up-dated hardware.
- Wireless network accessible in all campus.
- Bar/refectory.
- Self-learning room.
- Equipment of advanced research (eye tracking).
- Multimedia Centre.
Requirements and regulations (assessment and graduation) UBI Regulations [PT]

Erasmus+ Agreements

Erasmus Agreements
  • University of Namur • Bélgica • Duration: A
  • University of National and World Economy • Bulgária • Duration: A
  • Universitat de Barcelona • Espanha • Duration: S
  • Universidad del Pais Vasco • Espanha • Duration: S
  • Universitat Jaume I • Espanha • Duration: A
  • Universidad de Leon • Espanha • Duration: A
  • Universidad Rey Juan Carlos • Espanha • Duration: A
  • Universidad de Sevilla • Espanha • Duration: S
  • Universidad de Valladolid • Espanha • Duration: A
  • Universidad de Zaragoza • Espanha • Duration: S
  • Universitá degli Studi di Brescia • Itália • Duration: S
  • SSML CIELS • Itália • Duration: S
  • Sapienza Università di Roma • Itália • Duration: S
  • Universitá Degli Studi di Urbino Carlo Bc • Itália • Duration: A
  • South-East European University • Macedónia (antiga República Jugoslava da) • Duration: S
  • Czestochowa University of Techonology • Polónia • Duration: S
  • Stefan Cel Mare University of Suceava • Roménia • Duration: S
  • Transilvania University of Brasov • Roménia • Duration: S
  • University of Economics in Bratislava • Eslováquia • Duration: A
  • Firat University • Turquia • Duration: S
  • Erzincan University • Turquia • Duration: S
  • Dumlupinar University • Turquia • Duration: A
  • Haute École Bruxelles-Brabant HE2B • Bélgica • Duration: A • Get Agreement
  • Athens University of Economics and Business • Grécia • Duration: S • Get Agreement
  • Universitá degli Studi dell Insubria • Itália • Duration: A • Get Agreement
  • Friedrich-Schiller-University of Jena • Alemanha • Duration: A • Get Agreement

Departamento de Gestão e Economia

Estrada do Sineiro, s/n
6200-209 Covilhã
275 329 164

Course Coordinator(s)

 [Ficheiro Local]
Course Director
Carla Alexandra Barbosa Pereira
 [Ficheiro Local]
Mobility coordinator
Cristina Maria Santos Estevão


Scientific Committee
Carla Alexandra Barbosa Pereira
Paulo Alexandre de Oliveira Duarte
Arminda Maria Finisterra do Paço
Ricardo José de Ascenção Gouveia Rodrigues
Cristina Maria Santos Estevão
Rui Jorge Mendes Robalo
Cláudia Sofia Antunes Martins

Pedagogical Coordination Committee
Carla Alexandra Barbosa Pereira
Year Coordinators
Paulo Alexandre de Oliveira Duarte (1st)
Cláudia Sofia Antunes Martins (2nd)
Cristina Maria Santos Estevão (3rd)
Year Representatives
Henrique de Almeida Souza Lobiano (1st)
Miguel Lopes Horta (2nd)
Fatumata Djaló Zaidam Lamba (3rd)

Recognition Committee
Carla Alexandra Barbosa Pereira
Cristina Maria Santos Estevão
Paulo Alexandre de Oliveira Duarte
Arminda Maria Finisterra do Paço
Note: The information contained in these pages does not relieve consultation of official documents. Last updated on: 2014-08-07

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