Streams in some areas of expertise
Streams in Entrepreneurship, Integrated Marketing Communications, Luxury Management and Strategy.
The Streams allow students to deepen their knowledge and experience in a particular area while taking the core courses of the Master’s in Management curriculum. In the first two semesters, the Streams combine functional areas of knowledge, such as strategy, marketing, finance, HR and statistics, allowing students to develop an integrated perspective of Management, with essential Courses for the Stream’s area. The third semester is dedicated to the FIELD LAB Work Project that students develop in the field of the Stream with a supervisor expert in the area. This project is called a FIELD LAB and students work in groups to study a company/sector, with full time dedication to the project. Streams also may involve additional curriculum components such as special classes, seminars, and activities exploring current issues and new trends in the Stream’s field.
The Stream in Integrated Marketing Communications
The Stream in Integrated Marketing Communications is a unique offering in the Marketing Field. It combines a set of courses where students develop their capabilities in Marketing Communications and then apply them intensively to real-world projects. It is delivered in cooperation with our Corporate Partner WPP, the largest creative transformation company group in the world comprised of Grey Global Group, Ogilvy, Young & Rubicam, J. Walter Thompson, and Hill & Knowlton (among others).
The Stream entails a sequence of cohesive blocks - Marketing Master Courses, Masterclasses taught by the Senior Management Team from WPP Companies, and Field Labs involving projects from several different companies (recent examples include FOX Networks Group, Sumol + Compal and EDP). Stream students have automatic and priority access to Marketing Field Labs.
This Stream prepares students for positions in the Marketing Field both in-Agency and Client-side (manufacturing, service provider, or retailer).
The Stream in Luxury Management
Directed by Professor Catherine da Silveira, the Stream in Luxury Management trains students in the Luxury, Fashion, and Premium fields while they complete the Master’s in Management. It is designed for students who aspire:
1) to leverage their creative skills;
2) to explore different business models;
3) to a deeper and consistent learning experience on the luxury, premium and fashion areas.
The Stream offers a deep dive into these specific sectors with a focus on marketing strategy, branding, and retailing, through a fixed study plan associated with a prearranged final work project.
The study plan includes courses such as Brand Management, Integrated Marketing Communications, Luxury and Fashion Marketing, and the Luxury Seminar exclusive for the Stream’ students and taught by luxury and fashion international executives and experts.
Students develop their work project under the supervision of one of the experts involved in the Luxury Seminar together with the Stream’s coordinator, Prof. Catherine da Silveira.
Example of topics for the work project:
What is the future of luxury in China?
What would be a Portuguese business model of luxury?
How should luxury brands address the challenges of environmental and social responsibility?
*Please note that for the academic year of 2021/2022 this information may be subject to changes.
*The Workstreams students cannot combine it with Double Degree, CEMS, Exchange and/or other areas of expertise
*The workstreams are only available for students that got admitted and will start their Master's on the Fall intake.