Programme

The development of an effective marketing strategy and marketing plans requires an in-depth understanding of consumer behavior and the decision-making process. The course is designed to introduce students to what happens before, during, and after the point of purchase. Accordingly, it illustrates the influences on how people gather information, form attitudes, make choices, behave, and evaluate their experiences. This course marries a theoretical foundation with practical applications to the everyday practice of marketing.

At the end of this course, students should:
 – Understand the scope and role of Digital Marketing and Customer Experience (CX) Explain how digital channels, platforms, and data shape the end-to-end customer journey and overall brand experience.
 – Align business strategy with digital marketing and CX strategy Translate organisational goals into integrated digital marketing + CX priorities (e.g., acquisition, retention, loyalty, advocacy), balancing value creation for customers and performance for the firm.
 – Design and optimise customer journeys using digital marketing tools and CX methods Select and apply key tools (e.g., paid/owned/earned media, CRM, marketing automation, analytics, experimentation) together with CX practices (e.g., journey mapping, service blueprinting, VOC, CX metrics) to improve experiences across touchpoints.

Syllabus >

Faculty

Prof. Daniela Langaro PhD. in Marketing (ISCTE-IUL/Portugal) and an MA in Business Administration (FGV-SP/Brazil) Visiting professor in marketing at ISCTE-IUL and Catolica Lisbon School of Business and Economics and lecturer at Vlerick Business School (BE) Experienced and passionate for concept ideation and marketing mix development

Prof. João Faria Gomes

• MA in Management at Universidade Católica, Portugal
• Guest Professor at Iscte Business School
• Specialization in Business Strategy, Brand Strategy, Brand Management, Brand Identity, Marketing
• Brand Management and Marketing Communication