The abstract of the article developed by João Firmo, a researcher in training at CeiED and at IPAM – Instituto Português de Administração de Marketing, in co-authorship with Margarida Varela (ISG – Instituto Superior de Gestão), has been accepted for presentation at ICERI 2025 – 18th Edition of the International Conference of Education, Research and Innovation, which will take place in Seville, Spain, from November 10 to 12, 2025.

The paper analyzes the main historical, legislative, and academic milestones that have shaped the trajectory of marketing education in Portugal, highlighting the influence of the Basic Law of the Educational System (1986) and the Bologna Process (2005) in developing a binary system that balances university and polytechnic education.

Through a historical and exploratory approach, the authors identified 30 higher education institutions in Portugal offering marketing-related courses, of which only five have a specific focus on Marketing Management. The study emphasizes the need for greater alignment between academic training and the demands of a globalized economy, reinforcing the strategic role of marketing in national business development.

Congratulations to the authors on this important achievement, which contributes to the international recognition of research in Education and Marketing Education!

Please find the full abstract below:

Abstract

This article analyzes the evolution of marketing education in Portuguese higher education, focusing on the legislative and academic developments that have shaped its path. Grounded in the Basic Law of the Educational System (1986) and the Bologna Process (2005), the binary model of higher education in Portugal—divided between universities (research-oriented) and polytechnics (professionally oriented)—has fostered a diverse and accessible educational environment.

The historical analysis is organized around four transformative market eras and their corresponding educational phases, tracing marketing's progression from a discipline closely aligned with economics to a strategic field with significant social and business relevance. Influential thinkers such as Philip Kotler played a key role in redefining the scope and impact of marketing. A major milestone in Portugal was the founding of IPAM in 1984, which marked a significant step in formalizing specialized marketing education.

This exploratory study initially employed secondary research methods, drawing on reports, academic literature, and institutional data. The investigation identified 30 higher education institutions in Portugal offering marketing-related programs, with only five specifically focused on Marketing Management—two in universities (Lisbon and Maia) and three in polytechnic institutes (Lisbon, Porto, and Santarém). These programs reflect the growing importance of marketing for economic strategy and business competitiveness.

The findings suggest that while marketing education in Portugal has made notable progress, a stronger alignment with the practical needs of a globalized economy is still required to enhance its strategic contribution to national business development.

João Firmo
PhD candidate, 2nd year, Education