Relationship Marketing

Master’s Programme

The master in Relationship Marketing aims to provide graduates a broad set of integrated dynamic competencies, firmly grounded in knowledge and skills at an advanced level of understanding in the scientific area of Marketing and disclosing of integrate knowledge, apply knowledge, delimit and problem solving, communicate, select and collect/produce information in a professional manner, as well as autonomously learning throughout life.

Programme Coordinator

Alzira Maria da Ascensão Marques
coord.mmr.estg@ipleiria.pt

Reference

2037

School

Technology and Management

City

Leiria

Language

Portuguese

Type

B-learning

Length

4 Semesters

Vacancies

General and International student contingen: 35

Notice

Edital 2025 2v (PT Doc)

DGES certification

Link to Registration

Objectives

Programme

The main guidelines of this 2nd cycle curriculum rooted in the development of technical advanced vocational skills in Relationship Marketing, which result in the development of vocational skills in order to employability. It also aims to develop scientific capabilities, leading to new knowledge or applications, or to obtain more advanced degrees.

Study Plan

ECTS: 120

1st Year
2nd Year

1st Year
ID	Name	Semester	ECTS	Length
	Marketing Relacional e Fidelização de Clientes	1st Semester	4	30 h
Module 1: theoretical and conceptual elements of relational marketing Concepts, principals and goals of relational marketing Evolution and development of relational marketing A new business model: relationship era Module 2: value sources to clients: the clients role, client portfolio, client segmentation, client value Creating value sources to the client Mechanisms and strategies to achieve client loyalty. Module 3: relationships and networks – the fundamental structure of relational marketing The corporatecommitment towards loyalty Loyalty structured program Organizational change Evaluation of a relational strategy
	Strategic Marketing and Planning	1st Semester	6	30 h
Strategic Marketing: Fundamental Principles Marketing strategy Implementation of the strategic marketing plan
	Neuromarketing	1st Semester	4	30 h
Module 1 – The Consumer as an Individual: Psychological and neurological factors relevant to marketing theory and practice. Introduction to consumer neuropsychology. Individual determinants of consumer behavior Module 2 – Consumer Integrative Complexity. Internal and external influences on consumer behavior Decision and purchase process
	Marketing Research	1st Semester	6	30 h
Introduction to Marketing Research Definition and practical examples Marketing research process Research Designs and Data Collection Methods Types of research designs Qualitative data collection methods Quantitative data collection methods Scaling and Questionnaire Design Guidelines Types and scaling techniques Scale evaluation Questionnaire design guidelines Sampling Definition of the target population Random and non-random sampling techniques Sample size Data analysis Database Preparation Variable definition and data input Data cleaning Treatment of missing values Variable transformation Univariate Data Analysis Descriptive analysis Cross-tabulation Hypothesis testing Multivariate Data Analysis Correlation and regression Factor analysis
	CRM – Customer Relationship Management	1st Semester	5	30 h
Concept of CRM, e-CRM e m-CRM CRM base Operational CRM Analytical CRM Collaborative CRM Other terminologies Key processes of CRM Strategic development Value creation Multichannel integration Information management Performance evaluation Implementation of CRM Exemplification of cases of practical exploration of information sources Approach CRM using database systems of integrated management
	Creativity, Innovation and Entrepreneurship	1st Semester	5	30 h
Creativity and its importance in the economy / company Creativity: concepts, types and nature of the creative process Creativity in organizations. Knowledge and organizational learning. The personality and creativity; Management of Creativity The creative process: How to generate ideas and recognize opportunities; Creativity within the organization: groups, leadership and implementation Creativity and innovation Creativity as a bridge to innovation. Innovation Management Definitions of innovation Innovation and the Knowledge Economy Models of technological and organizational innovation Identification of opportunities for launching a new product The product development by improving features / cost reduction. Management Practices and technology strategy and innovation Entrepreneurship
	Convergence Marketing	2nd Semester	5	30 h
	Web Marketing and Digital Communication	2nd Semester	5	30 h
	Brand Strategy	2nd Semester	5	30 h
	Integrated Marketing Communication	2nd Semester	5	30 h
	Coaching and Teambuilding	2nd Semester	5	30 h
	Elective I	2nd Semester	5	30 h
Database Marketing Services and Tourism Marketing Negotiation and Sales Web Analytics Applied to Marketing

2nd Year
ID	Name	Semester	ECTS	Length
	Elective II a)	Annual	60
Dissertation b) Project (Marketing) b) Marketing Internship b) b) Choose one of three optional subjects.

Entry Requirements

People who can apply to the Master Degree:

Holders of an undergraduate degree or a legal equivalent in Corporate Sciences and similar areas;
Holders of a foreign higher education diploma, granted after a first cycle of studies, under the principles of the Bologna Process, by a State, which has subscribed this Process, in Corporate Sciences and similar areas;
Holders of a foreign higher education diploma that is recognized as meeting the objectives of an undergraduate degree by the Technical and Scientific Council of the School of Technology and Management, in Corporate Sciences and similar areas;
Holders of an academic, scientific or professional curriculum that is recognized as certifying the skills to attend this cycle of studies by the Technical and Scientific Council of the School of Technology and Management;
Students who are close to completing their undergraduate degree in the field required for entering the Master degree, and declare it in their application.

Accreditation

State: Accredited
Number of years of accreditation: 6
Publication date: 23-04-2019
Acreditação A3ES

More Information

Master´s Webpage

Contacts
E-mail: studywithus@ipleiria.pt

Application Fee

60€

Enrolment Fee

General contingent: 50€
International student contingent: 100€

Tuition Fee

General contingent: 1140€
International student contingent: 3000€

Online Application

Use the button bellow to start your application.

How to apply

Relationship Marketing

Relationship Marketing

Programme Introduction

Programme Coordinator

Reference

School

City

Language

Type

Length

Vacancies

Notice

DGES certification

Objectives

Study Plan

Entry Requirements

Accreditation

More Information

Application Fee

Enrolment Fee

Tuition Fee

Online Application