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Block I: Creating Customer Value: Know, Measure, and Manage

1h Program Opening
7h Consumer Behaviour and Targeting: Opportunities and Challenges
14h Market Analysis to Marketing Plan
7h Marketing Research: In Search of Consumer Insights
3,5h Ethnography in Marketing
3,5h Neuromarketing Relacional - Empresa
3,5h Evaluation Module - Simulation of Marketing

Block II: Brand Management and Communication

3,5h Brand Management
3,5h Marketing Communication: The Strategic Vision
3,5h Below the Line Communication: Trade Promotions
3,5h Brand Activation
3,5h Negotiation
3,5h Managing Customer Relationships
3,5h Coaching 1 - Final Project | Milestone 1
3,5h Company Interaction: Innovative Insights In Branding and Communication

Block III: Digital Marketing Trends and Tools

7h Digital Marketing
7h Digital Marketing Challenges
3,5h Mobile Marketing
3,5h Evaluation Module - Brand and Communications Management

Block IV: Offer Management and Differentiation

10,5h Commercial and Marketing Metrics
7h Marketing of Services: Quality and Customer Relations
3,5h Coaching 2 - Final Project | Milestone 2
3,5h Management of Commercial Teams
3,5h Distribution Channels Management
3,5h Product Portfolio Management
3,5h B2B Marketing: Customer Management and Opportunities

Block V: Marketing in Action

1,5h Social Entrepreneurship
2h Company Interaction: In House
3,5h Marketing and the Economical Cycles: New Challenges
3,5h Delivery and Presentation of the Course Project


Executive Education - Open Programs

Patrícia Rodrigues


Phone: (+351) 217 214 220




Miguel Fernandes de Oliveira

Commercial Director
Programa Avançado de Marketing para Executivos
"I consider PAME a well-structured, well-organized program with added value in most of the themes addressed."

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Católica Lisbon School of Business & Economics