Class Operational Marketing

The Operational Marketing discipline is very relevant to the degree in Business Management, as it is an area of knowledge, fundamental for the future manager. Knowing how to understand the consumer, gaining skills to define the product or service, the price, the places to market it and how to communicate it are essential aspects for the success of a business in any industry.

1 - Introduction to Operational Marketing

1.1 - Marketing Concept

1.2 - Strategic marketing and operational marketing

1.3 - The components of marketing mix

2 - Product Policy (good, service or idea)

2.1 - Intrinsic Product Characteristics

2.2 - The services associated with the product

2.3 - Innovation and Development of new products.

3 - Price Policy

3.1 - Influencing Factors in Price Placement

3.2 - Pricing Strategies

3.3 - Pricing Criteria

4 - Placement Policy

4.1 - Characterization of Placement Channels

4.2 - Design and Development of Placement Channels

4.3 - Channel Management and Merchandising

5 - Communication Policy

5-1 - The Communication Mix: Advertising, Promotions, Public Relations, Sales Force, Direct Marketing, Sponsorship and Patronage.

5-2 - The integrated communication strategy

5.3 - Influence of digital marketing on communication policy

Theoretical-practical sessions will be taught. Students will develop case studies in class with subsequent presentation. There is also the provision of preparing a final work to deepen specific knowledge in a real case of the students' choice.

• Baynast, A.; Lendrevie, J.; Lévy, J.; Dionísio, P.; & Rodrigues, V. (2021). Mercator 25 anos - o marketing na era digital. (18ª ed). Lisboa. Dom Quixote.

• Kotler, P.,  Kartajaya, H., Setiawan, I., (2021).  Marketing 5.0 : tecnologia para a humanidade. Lisboa. Actual

• Kotler, P. Armstrong, G. (2013). Principles of Marketing, 15th Edition, Pearson Education International.