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2026 Statistics

Key Facts: ENADE Marketing Exam

46 items

Official exam length

15 Formação Geral MCQ + 30 MCQ and 1 discursive Componente Específico (Portaria Inep 356/2025)

4 hours

Exam duration

Single afternoon session

1 to 5

Conceito Enade scale

Course-level score; no individual pass mark

25% / 75%

Score weighting

Formação Geral / Componente Específico

R$ 0

Cost to the student

Funded by MEC

Objetos de conhecimento

Official specific-component outline

Ano I

SINAES cycle group

Last assessed in Enade 2025 (23 Nov 2025)

INEP / MEC

Awarding body

Lei nº 10.861/2004 (SINAES)

Portuguese

Official exam language

This bank is an English study adaptation

ENADE Tecnologia em Marketing is INEP's mandatory 4-hour SINAES assessment for graduating marketing technology students in Brazil: 46 items (15 Formação Geral multiple-choice worth 25%, plus 30 multiple-choice and 1 discursive Componente Específico item worth 75%), free of charge, with no individual pass mark — results are reported as a course-level Conceito Enade from 1 to 5. This page offers free English-language practice multiple-choice questions as a study adaptation of the official Portuguese-language exam.

Sample ENADE Marketing Practice Questions

Try these sample questions to test your ENADE Marketing exam readiness. Each question includes a detailed explanation. Start the interactive quiz above for the full 105+ question experience with AI tutoring.

1Under the Brazilian Consumer Defense Code (Código de Defesa do Consumidor - Federal Law 8.078/1990, Article 37), advertising directed at children that takes advantage of their lack of judgment and experience to induce consumption of sugary snacks is legally classified as:

A.Publicidade Enganosa por Omissão.

B.Publicidade Abusiva (Abusive Advertising).

C.Publicidade Comparativa Lícita.

D.Merchandising Institucional.

Explanation: Article 37, § 2º of the CDC (Law 8.078/1990) strictly classifies as Abusive Advertising (Publicidade Abusiva) any commercial communication that is discriminatory, incites violence, exploits fear or superstition, takes advantage of children's lack of judgment and experience, breaches environmental standards, or is capable of inducing consumers to behave in ways harmful or hazardous to health or safety.

2An e-commerce marketing team in Brazil wants to send personalized email promotions and retargeting ads to prospects who browsed their website. Under the General Data Protection Law (LGPD - Federal Law 13.709/2018), which legal bases (bases legais) can legitimately support direct marketing communications, provided clear opt-out mechanisms are offered?

A.Monopolistic public interest decree.

B.Consent (Consentimento) of the data subject or Legitimate Interest (Legítimo Interesse) of the data controller, subject to a proportionality balancing test and unconditional right to opt out.

C.International extraterritorial maritime charter.

D.Unilateral commercial seizure without notice.

Explanation: Under the LGPD (Articles 7 and 10), marketing activities can be grounded in either explicit user Consent (Consentimento) or the controller's Legitimate Interest (Legítimo Interesse), provided the processing respects the data subject's reasonable expectations, complies with data minimization principles, and guarantees an immediate, friction-free mechanism for the user to revoke consent or unsubscribe (opt-out).

3A cosmetics brand launches an advertising campaign labeling its shampoo bottle as '100% Eco-Friendly and Carbon Zero', but provides no verifiable third-party certification, life-cycle carbon audit, or scientific proof on its packaging or website. Under ethical marketing guidelines and CONAR regulations, this deceptive practice is known as:

A.Inbound Storytelling.

B.Greenwashing (Maquiagem Verde / Falso Apelo Ecológico).

C.Omnichannel Retailing.

D.Growth Hacking.

Explanation: Greenwashing refers to the misleading practice of conveying a false impression or providing unsubstantiated claims that a company's products or policies are environmentally sound. CONAR (Conselho Nacional de Autorregulamentação Publicitária) Annex U mandates that environmental claims in advertising must be truthful, exact, specific, and scientifically verifiable, prohibiting generic, unsubstantiated eco-claims.

4Under the Brazilian Advertising Self-Regulation Code (Código Brasileiro de Autorregulamentação Publicitária - CONAR), Comparative Advertising (Publicidade Comparativa) between two competing brands is legally permissible provided that it:

A.Directly insults and ridicules the personal appearance of the competitor's CEO.

B.Compares objective, verifiable, and significant characteristics of products on an equal basis, avoids unfair denigration, and does not cause consumer confusion.

C.Is broadcast exclusively between 2:00 AM and 4:00 AM.

D.Falsely claims the competing product has been banned by the government.

Explanation: Article 32 of the CONAR Code authorizes comparative advertising because truthful comparison benefits consumer choice. However, it must strictly observe fundamental boundaries: objective and verifiable product comparisons, absence of unfair disparagement or contempt (não difamação), and clear brand distinction to avoid commercial confusion.

5A Brazilian consumer purchases a smartphone through an online e-commerce app. Upon receiving the delivered package at home, the consumer decides to return the product simply because they changed their mind, even though the device is completely intact and functional. Under Article 49 of the Consumer Defense Code (CDC), what is the consumer's right?

A.The consumer has zero return rights because the product is not defective.

B.The consumer can exercise the Right of Repentance (Direito de Arrependimento) within 7 calendar days of receipt, receiving an immediate, full refund of all amounts paid, including shipping costs.

C.The consumer must pay a 50% restocking penalty to the seller.

D.The consumer can only exchange the device for a store credit voucher valid for 24 hours.

Explanation: Article 49 of Law 8.078/1990 (CDC) and Federal Decree 7.962/2013 (E-commerce Decree) grant consumers the unconditional Right of Repentance (Direito de Arrependimento) for any purchase made outside physical commercial establishments (internet, telephone, catalog). The consumer has 7 calendar days from delivery to cancel the transaction and receive a full, immediate monetary refund including shipping fees.

6In Cause-Related Marketing (Marketing Relacionado a Causas - MRC), a retail enterprise partners with a breast cancer non-profit organization, pledging to donate R$ 1.00 from every pink product sold during the month of October. What defines authentic Cause-Related Marketing?

A.An informal tax evasion scheme disguised as charity.

B.A mutually beneficial commercial partnership where corporate promotional sales are directly linked to financial contributions to a specific social cause, enhancing brand equity while generating tangible social impact.

C.The complete conversion of a commercial corporation into a religious congregation.

D.A compulsory state tax imposed directly on retail consumers.

Explanation: Cause-Related Marketing (CRM / MRC) is a strategic marketing alignment where a company links monetary donations or support for a social/environmental cause to consumer purchases of its products or services. It creates a win-win dynamic: the non-profit receives vital funding and awareness, the business drives sales and strengthens brand reputation, and consumers fulfill pro-social aspirations.

7Why is authentic representation of ethnic, gender, age, and disability diversity in modern marketing campaigns considered both an ethical imperative and a strategic commercial advantage?

A.Because it ensures automatic exemption from corporate income taxes.

B.Because it builds genuine cultural relevance, resonates with plural consumer demographics, eliminates alienating stereotypes, and expands market reach among historically underrepresented consumer segments.

C.Because advertising agencies are legally prohibited from displaying products to consumers over 40 years old.

D.Because diverse advertising eliminates the need for market research or product quality.

Explanation: Inclusive marketing reflects society's demographic pluralism. By portraying diverse racial, gender, generational, and disability identities authentically without tokenism or prejudice, brands foster emotional connection, build brand trust, avoid PR boycotts, and access multi-billion-dollar consumer segments (such as the Silver Economy, Black consumer market, and accessibility market).

8A financial credit company advertises: 'Get a loan with ZERO INTEREST AND NO FEES!'. However, the contract fine print imposes an administrative opening fee of R$ 500 and a compulsory insurance premium that inflates the Effective Total Cost (CET) to 85% per year. Under Article 37, § 1º of the CDC, this advertisement constitutes:

A.Publicidade Enganosa (Misleading Advertising).

B.Publicidade Subliminar Permitida.

C.Prática Comercial Modelo.

D.Oferta Meramente Sugestiva.

Explanation: Under Article 37, § 1º of Law 8.078/1990, Publicidade Enganosa is any advertising message that is wholly or partially false, or that by omission, ambiguity, or exaggeration is capable of misleading the consumer regarding the nature, characteristics, quality, quantity, properties, origin, price, or any other data about products and services.

9A marketing technologist registered with the Regional Administration Council (CRA) is hired by a client to execute a competitive intelligence project. The client demands that the professional hack into a competitor's private cloud server to steal proprietary trade secrets. According to the CFA/CRA Professional Code of Ethics, the professional must:

A.Execute the hack provided they use an untraceable VPN to protect the client's identity.

B.Refuse the illegal request immediately, uphold ethical integrity and professional confidentiality, and advise the client on lawful competitive intelligence methodologies.

C.Demand a 50% commission bonus before executing the cyber-attack.

D.Delegate the illegal hacking task to an unpaid university marketing intern.

Explanation: The Code of Professional Ethics of the CFA/CRA mandates that registered administration and marketing professionals uphold honesty, loyalty, legal compliance, and dignity. Engaging in industrial espionage, unauthorized computer intrusion, or trade secret theft violates criminal law and professional ethics, subjecting the practitioner to disciplinary sanction and license revocation.

10A movie theater chain prohibits moviegoers from entering screening rooms with snacks or beverages purchased at outside convenience stores, forcing them to buy popcorn and soda exclusively at the theater's own concession stand at inflated prices. Under Article 39, item I of the Brazilian Consumer Defense Code (CDC), this practice constitutes:

A.Venda Casada (Tied Selling / Bundling Abusive Practice).

B.Desconto Comercial Progressivo.

C.Estratégia de Precificação Dinâmica Lícita.

D.Merchandising Cruzado Autorizado.

Explanation: Article 39, I of the CDC prohibits Venda Casada (Tied Selling): conditioning the supply of a product or service upon the acquisition of another product or service without justifiable grounds. In REsp 1.331.948/SP the Third Panel of the Superior Tribunal de Justiça held that barring consumers from entering screening rooms with food similar to that sold on the premises is an abusive practice amounting to disguised venda casada, because it restricts the freedom of choice protected by Article 6, II of the CDC.

About the ENADE Marketing Exam

ENADE Tecnologia em Marketing is the mandatory curricular assessment of Brazil's Sistema Nacional de Avaliação da Educação Superior (SINAES), run by the Instituto Nacional de Estudos e Pesquisas Educacionais Anísio Teixeira (INEP) under the Ministério da Educação (MEC). It is taken by final-year students (concluintes) of the Curso Superior de Tecnologia (CST) em Marketing. Marketing is assessed on the triennial SINAES rotation as a Year I (Ano I) evaluation area under Portaria Normativa MEC nº 840/2018; the most recent sitting was the Enade 2025 edition, applied nationwide on 23 November 2025. The official paper runs 4 hours and contains 46 items: 15 multiple-choice Formação Geral questions and 30 multiple-choice plus 1 discursive Componente Específico question. Under Portaria Inep nº 356/2025 the specific component is built from the Catálogo Nacional dos Cursos Superiores de Tecnologia and covers 18 objetos de conhecimento, including matrizes de análises ambientais; comportamento do consumidor; estratégias mercadológicas; gestão e desenvolvimento de produtos e serviços; formação de preço; canais de distribuição; comunicação integrada; marketing de varejo; marketing e negócios digitais; ciência de dados e inteligência artificial; criação e gestão de marcas; pesquisa mercadológica; ética, sustentabilidade e Código de Defesa do Consumidor; métricas e monitoramento de resultados; criação de valor; marketing de relacionamento; trade marketing; and tópicos contemporâneos em marketing. There is no individual pass mark: student performance feeds the course-level Conceito Enade (1 to 5) and the derived CPC and IGC quality indicators. The practice questions on this page are an English-language multiple-choice study adaptation of that official Portuguese-language assessment, not an official translation or a simulation of its discursive component.

Assessment

Single 4-hour session: Formação Geral (15 multiple-choice items, 25% of the Conceito Enade) and Componente Específico (30 multiple-choice + 1 discursive item, 75% of the Conceito Enade)

Time Limit

4 hours

Passing Score

No individual pass mark — INEP reports a course-level Conceito Enade on a 1-to-5 scale

Exam Fee

Free (gratuito) — no candidate fee (INEP — Ministério da Educação)

ENADE Marketing Exam Content Outline

25%

Formação Geral

Component shared by every technology course assessed in the cycle and worth 25% of the Conceito Enade: ethics and citizenship, human rights, cultural diversity and inclusion, socio-environmental responsibility, public policy debates, and the interpretation of texts, charts and data on Brazilian and global affairs. Delivered as 15 multiple-choice items.

17%

Análise de Mercado, Comportamento do Consumidor e Pesquisa Mercadológica

Objetos de conhecimento I, II and XII of Portaria Inep nº 356/2025: matrizes de análises ambientais; comportamento do consumidor; pesquisa mercadológica. Covers SWOT, PESTEL, Porter's five forces and portfolio matrices, the consumer and organisational buying decision processes, motivation and perception, and qualitative, quantitative, sampling and netnographic research designs.

12%

Estratégias Mercadológicas, Criação de Valor e Marketing de Relacionamento

Objetos III, XV and XVI: estratégias mercadológicas; criação de valor; marketing de relacionamento. Covers segmentation, targeting and positioning, growth and competitive strategies, value innovation, points of difference and parity, customer equity and lifetime value, loyalty and CRM-driven relationship management.

12%

Gestão e Desenvolvimento de Produtos, Serviços e Marcas

Objetos IV and XI: gestão e desenvolvimento de produtos e serviços; criação e gestão de marcas. Covers the product life cycle, new-product development and stage-gate governance, the distinguishing characteristics of services and the 7Ps, service quality and blueprinting, brand equity, brand architecture and brand extensions.

13%

Formação de Preço, Canais de Distribuição, Varejo e Trade Marketing

Objetos V, VI, VIII and XVII: formação de preço; canais de distribuição; marketing de varejo; trade marketing. Covers mark-up and cost-based pricing, break-even analysis, price elasticity, value-based, psychological, captive-product and dynamic pricing, distribution intensity and channel conflict, category management, planograms and shopper marketing at the point of sale.

Comunicação Integrada, Marketing e Negócios Digitais

Objetos VII and IX: comunicação integrada; marketing e negócios digitais. Covers the communication mix and integrated marketing communication, public relations and crisis management, inbound and content marketing, SEO and paid search, social and influencer channels, and omnichannel digital business models.

Métricas, Ciência de Dados, Inteligência Artificial e Tópicos Contemporâneos

Objetos XIV, X and XVIII: métricas e monitoramento de resultados; ciência de dados e inteligência artificial; tópicos contemporâneos em marketing. Covers CAC, LTV, LTV/CAC, churn, ROI, ROAS, CTR, conversion and NPS calculations, attribution modelling, marketing analytics, predictive models, recommendation and generative-AI applications, and emerging practice such as neuromarketing.

Ética, Sustentabilidade e Código de Defesa do Consumidor

Objeto XIII: ética, sustentabilidade e Código de Defesa do Consumidor. Covers the Código de Defesa do Consumidor (Lei 8.078/1990) rules on misleading and abusive advertising, tied selling and the right of withdrawal, LGPD (Lei 13.709/2018) obligations in marketing data processing, CONAR self-regulation, greenwashing and sustainable marketing practice.

How to Pass the ENADE Marketing Exam

What You Need to Know

Passing score: No individual pass mark — INEP reports a course-level Conceito Enade on a 1-to-5 scale
Assessment: Single 4-hour session: Formação Geral (15 multiple-choice items, 25% of the Conceito Enade) and Componente Específico (30 multiple-choice + 1 discursive item, 75% of the Conceito Enade)
Time limit: 4 hours
Exam fee: Free (gratuito) — no candidate fee

Keys to Passing

Work through all 105 available questions
Review every answer and explanation
Track weak areas and revisit them
Use our AI tutor for tough concepts

ENADE Marketing Study Tips from Top Performers

1Work from the official outline. Portaria Inep nº 356/2025 lists the 18 objetos de conhecimento and the two assessed competencies — market and consumption analysis, and strategic marketing management and planning. Map your revision to that list rather than to a generic marketing syllabus.

2Practise the calculations until they are automatic: mark-up on cost, break-even quantity from the unit contribution margin, price elasticity of demand, CAC, LTV and the LTV/CAC ratio, churn rate, ROI versus ROAS, CTR and conversion rate, and the NPS formula. Métricas e monitoramento de resultados is an official objeto de conhecimento.

3Know the named frameworks precisely, not approximately: BCG and GE/McKinsey portfolio matrices, the Ansoff grid, Porter's five forces, generic strategies and value chain, Keller's CBBE pyramid, Aaker's brand architecture, Assael's involvement matrix, Rogers' adopter categories and the SERVQUAL gaps model.

4Cover ciência de dados e inteligência artificial explicitly — it is its own objeto de conhecimento. Be ready for questions on marketing analytics, segmentation by clustering, propensity and churn models, recommendation systems, generative AI in content production, and the governance limits the LGPD places on automated decisions.

5Study Brazilian consumer and advertising law in the original: the Código de Defesa do Consumidor articles on publicidade enganosa (art. 37, §1º), publicidade abusiva (art. 37, §2º), venda casada (art. 39, I) and the direito de arrependimento (art. 49), plus LGPD legal bases for marketing and the CONAR self-regulation code.

6Separate trade marketing from consumer marketing. The exam expects the shopper-versus-consumer distinction, category management roles, planogram and shelf-level decisions, sell-in versus sell-out, and how channel conflict arises when a manufacturer goes direct-to-consumer.

Frequently Asked Questions

What is the official format of the ENADE Marketing exam?

Under Portaria Inep nº 356, de 28 de maio de 2025, the exam for cursos superiores de tecnologia has two components answered in one 4-hour session. Formação Geral has 15 questions, all multiple-choice. The Componente Específico for Tecnologia em Marketing has 30 multiple-choice questions plus 1 discursive (written-response) question. That is 46 items in total, of which 45 are multiple-choice.

Is ENADE a pass/fail exam, and what is the Conceito Enade?

ENADE has no individual pass mark and no minimum score a student must reach. INEP standardises student performance and reports a course-level Conceito Enade on a 1-to-5 scale, weighting Formação Geral at 25% and the Componente Específico at 75%. That score feeds the MEC quality indicators for the course (CPC) and the institution (IGC). What is compulsory for the individual student is attendance and completion of the Questionário do Estudante, not a particular result.

Who has to sit ENADE Marketing?

Participation is compulsory for selected concluintes of Cursos Superiores de Tecnologia em Marketing — students expected to finish the course during the year of the exam, or who have already completed 75% or more of the minimum curriculum workload. Under art. 5º of Lei nº 10.861/2004 ENADE is a mandatory curricular component, so a student who is enrolled and fails to attend without an accepted justification stays irregular in the Sistema Enade and cannot graduate or receive the diploma until the situation is regularised.

How often is Marketing assessed, and when was the last exam?

SINAES runs a three-year rotation of evaluation areas. Tecnologia em Marketing belongs to the Year I (Ano I) group under Portaria Normativa MEC nº 840/2018, and was assessed in the Enade 2025 edition, applied on 23 November 2025. It was not among the areas assessed in Enade 2026 — Portaria MEC nº 276/2026 restricted that edition to Cine Brasil areas 5, 6 and 7 (natural sciences, computing and engineering) plus the licenciaturas and Enamed. Always confirm the current cycle in the INEP edital before relying on a date.

Is there any fee to sit ENADE?

No. ENADE is free for students. Registration is handled by the course coordinator or Procurador Institucional at the higher-education institution through the Sistema Enade, and the exam is funded by the federal government through MEC.

Can a Tecnólogo em Marketing register with the CRA?

Graduates of MEC-recognised technology courses in administration-related fields, including Marketing, can obtain professional registration with a Conselho Regional de Administração under the CFA/CRA system. That registration authorises practice in the specific technology field named on the diploma. It does not confer the title of Administrador and does not give access to positions or public-service competitions reserved for holders of the bacharelado em Administração. Check the current CFA normative resolutions and your regional CRA for the requirements that apply to your diploma.

Are these practice questions the same as the real ENADE exam?

No. The official exam is written and answered in Portuguese and includes a discursive item. This bank is an English-language multiple-choice study adaptation built from the official INEP content outline in Portaria Inep nº 356/2025 — it is not an official translation, not a released INEP exam, and it does not simulate the discursive component. Official names, Brazilian statutes and Portuguese technical terms are kept in the original so you can recognise them on the real paper.

105+ Free ENADE Marketing Practice Questions

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