Executive Program in Marketing

Executive Program in Marketing

This program will consist of two units:

Creating Experiences

Companies no longer talk about consumption, they talk about experiences. The creation of ‘memorable experiences’ is one of the newest objectives of public and private business. This module constitutes a journey that Participants will undertake in order to appreciate the complexity of today’s consumption behaviour, as a part of their experience. This will be the basis for tomorrow’s businesses to successfully develop consumption experiences from the starting point of the experience – the decision to consume – to the final stage of this experience – the after purchase and remembrance of the product or service.

The main themes addressed in this module are the following:

  • The new paradigm: trends and evolution;
  • Characteristics of and patterns of consumer demand, and the typologies of consumer behaviour;
  • Factors that constitute the consumer experience, and the link to the external and internal factors influencing consumer behaviour;
  • Development of new models of consumer behaviour in the industry
  • The application of the marketing mix in marketing consumer experiences
  • The formulation of alternative solutions to develop consumer experiences.
  • The correct choice of resources and also their efficient use within the consumer experience.

Social Media and New Consumer Behaviour

This module has the aim of providing Participants with a thorough understanding of the different ways consumers think, feel and behave. Participants will examine each stage of the consumer experience by de-constructing what, how and why consumers do and the way that social media works as an important part of the distribution chain.

Topics to be covered include consumer motivations, consumer choice, social and group influences, product image, attitudes and perceptions, expectations and anticipation, the consumer experience and the important role of social media in the consumer decision making process as well as in the business operations and management.

The module will emphasise how knowledge of consumer psychology and consumer behaviour can be used in social media by marketers, entrepreneurs and managers to better target potential consumers and to satisfy their needs. The main themes addressed in this module are the following:

  • Contemporary consumer, consumer behaviour and flows;
  • New trends in Consumer behaviour and consumer behaviour research;
  • Delivering the contemporary consumer product through social media;
  • Consumer system and product markets in the social media and web.

Delivering the Course

Each Executive Diploma will be delivered in a four month block consisting of:

  • A first week of in class work
  • A two month home work
  • A second week of in class work
  • A two month home work on the final project
  • A final week of project presentation and group discussion.


In class work consists of intensive 9 am to 6 pm workshops (with a one hour lunch break) where participants will attend workshops, lectures, group discussions, case study works, presentations and simulation exercises.

Classes involve examination of knowledge, and concepts and the discussion of current problems and new issues. They offer a chance to ‘stretch’ Participants by avoiding simple answers and encouraging them to tolerate the complexity and ambiguity that must exist in the real world. Analysis of case studies and exercises drawn from a range of tourism and hospitality practical examples will be discussed where the underlying principles and various models and techniques can be explained and implemented.

It will also make use of Participants’ workplace experience whenever possible to explore ideas against a background of salient issues including, from time to time, the contributions of invited practitioners that will present their own industry experiences. An active learning environment is established within the Participants’ group, in which the maturity and experience of group members can be drawn upon to enrich the learning experience of the whole group.

Home work:

The first block of home work will consist of material’s readings and group blog discussions. Participants will be provided with both hard copies and soft copies of articles and books and will be proposed a scheme of work to enable them with the latest theories and case practices of the industry. Blog discussion will be facilitated and will put together on-line all participants in providing their one views about proposed themes, all monitored by the module’s lecturers. During this period there will be on-line video meetings with lecturers on a one-to-one basis.

The second block of home work will consist on the preparation of a Project. The theme of the project will be provided by the Participants and these are strongly encouraged to propose one that is connected to their organisation. Again, during this period there will be on-line video meetings with lecturers on a one-to-one basis.

All this is available by using our On-line-Campus, a web platform that allows students to access all of the program’s on-line activities any time they want to and from any location. The campus is also accessible from smart phones and tablets.

Project Presentations:

In the final week sessions, Participants will be presenting their Projects and a group discussion will follow each presentation.


Given the program’s blended nature, Participants are able to follow most of the program regardless of their geographic location. The residential part of the program will take place either in:

  • São Paulo, Brazil;
  • London, United Kingdom;
  • Dhaka, Bangladesh;
  • Beijing, China;
  • Lisbon, Portugal.


Each Program will have a minimum of 15 and a maximum of 20 Participants. To be able to enrol, Participants must make evidence of previous top executive experience in the industry.
Applications will be reviewed by an expert committee and will base their decision on the documents presented and on an online interview.

Field Trips

Throughout the course field trips will take place depending on the module in question. These will allow students a closer contact with the reality of business and the various sectors of the industry. A T&H Management School Coordinator will always lead these field trips.
Every year, a one-week tour to one country in the European Union will take place and will focus on a specific area of the industry. This optional tour, on the one hand, will foster a closer contact amongst students and between students and teachers and, on the other, enable the possibility of a further analysis of a particular activity sector.


The T&H Management School has an internal research department, where students and teachers can join existing teams and collaborate on the development of knowledge for certain areas of management.
The T&H Management School supports the development of new projects and the sought-after links with national and international business. Therefore, the T&H Management School will grant every year a number of scholarships to students who, in the previous year, are considered to have reached an exceptional achievement and who wish to join the research team, alongside the continuation of their studies.