Master in Commercial Management and Marketing

GOALS

This master's degree aims to provide, from a professionalizing and specialized perspective, solid training that guarantees the close relationship between Commercial Management and Marketing, and contributes to the increase of specialists in commercial and marketing decision-making, developing their capacity for analysis, organization, planning and evaluation, as well as enhancing relational and negotiation skills, problem solving, decision making and teamwork.
It is aimed at training senior staff and managers to exercise functions within the scope of Commercial and Marketing Management in companies, whether these are SMEs or large companies, and has the following specific objectives:

a) Provide students with a strategic, systemic and integrative vision of commercial and marketing activities, and awareness of their interrelation;
b) Enable students to a rigorous understanding of the internal strengths and weaknesses and the distinctive capabilities of the company, while developing their skills to analyze the environment and accurately identify the threats and opportunities it presents to the company;
c) Foster mastery of tools, methods and techniques that enable optimization of efficiency and effectiveness in making commercial and marketing decisions, while developing students' creativity in the search for innovative and differentiating answers;
d) To provide for the development of skills, attitudes and values consistent with the exercise of functions and positions of high responsibility in companies, in a coherent, innovative and highly problem-oriented learning and study environment;
e) Develop decision-making and communication skills for diagnosing, understanding and evaluating complex commercial and marketing situations;
f) Contribute, finally, to the development in students of an honest, responsible and committed behavior with the company and the society in which they are inserted.

ORGANIZATION OF THE MASTER'S DEGREE AND CURRICULUM PLAN

This master's degree is structured in three academic semesters.
With a normal duration of one year and a half and a maximum period of 6 semesters for completion after admission to the same, it includes a master's course consisting of 12 curricular units (curricular part of the master's), which will be followed by a period essentially individual but oriented work, which may consist of a dissertation of a scientific nature or a project work, original and specially carried out for this purpose, or even a professional internship subject to a final report, under the terms set out in these regulations.
To obtain a master's degree, the student must complete 90 ECTS credits, which are distributed as follows:
a) Curricular part: approval in all 12 curricular units of the master's course: 60 ECTS credits;
b) Approval, in the public act of defense, of the dissertation, project work or professional internship: 30 ECTS credits.

SKILLS TO DEVELOP

In accordance with the requirements demanded by employers, at the end of this master's degree, it is intended that students have obtained the following main competences (to be developed throughout their professional life in a fundamentally self-oriented or autonomous way):

• Knowing how to define, implement, integrate and supervise marketing and commercial strategies, in line with top management guidelines, and in the context of the ongoing digital transformation;
• Act as an expert in the universe of the offer and be knowledgeable about the markets, the competition and its evolution;
• Be able to identify and develop new business opportunities, nationally and internationally, as well as define and ensure the fulfillment of commercial objectives;
• Manage information, including reporting customer needs and market studies, ways of working, consumer trends, competitor activities and all information that may bring added value to the company;
• Contribute to the development, maximization, implementation and evaluation of brand building programs globally;
• Manage to ensure the coordination and management of sales and operational/logistics teams, as well as determine sales agreements and conditions;
• Knowing how to participate and follow high-level commercial negotiations and monitor the company's main accounts;
• Able to provide the necessary inputs to improve processes, procedures and business objectives, preparing periodic sales reports and forecasts, aiming to increase the company's market share and profitability;
• Possess high communication, interaction and negotiation skills with the various interlocutors.

PROFESSIONAL OUTINGS

Based on the defined professional profile, based on solid training aimed at developing the skills described above, the following are the possible career opportunities for future masters in Commercial Management and Marketing, among others:

- Administrator and Commercial Director;
- Marketing director;
- National Account Manager;
- Key Account Manager;
- Business Unit Manager/Sales Manager;
- Country Manager;
- Channel Manager;
- Director of Sales/Head of Sales;
- Export Director;
- Director of External Relations;
- Commercial management and marketing consultant and advisor;
- Responsible for marketing in non-profit organizations;
- Teaching and research in Marketing.

LANGUAGE OF TEACHING: Portuguese