Class Operational Marketing

The course unit Operational Marketing focuses on the practical decision-making dimension of marketing, exploring the variables of the marketing mix and their application in different organizational contexts. Students will understand how choices regarding product, price, communication, and distribution directly influence business performance. The course bridges theory and practice, encouraging students to develop critical thinking and analytical skills to address today?s market challenges.

Not applicable

The Marketing process * Market-oriented strategic planning * Analysis of the Marketing environment (External / Internal Analysis) * Product * Price * Place * Promotion mix (advertising, sales promotion, public relations, direct marketing) * Evaluation and Control * Present a general perception of different areas of Marketing

Active learning methodologies will be used to promote reflection and discussion of current topics related to Marketing, in its most operational aspect. Students will have a theoretical exposure to the topics that encompass marketing with practical examples from the national and international market that allow them to be linked to practice.

Kotler, P, Armstrong, G., Opresnik, M.O. (2023) - Principles of Marketing, Pearson Education, 19th edition. Kotler, P. e Keller, K. (2012) - Administração de Marketing - Edição Novo Milénio. Northwestern University. Kotler, P., Keller, E., Hansen, T., Brady, M. e Goodman, M. (2016) - Marketing Administration. Pearson Education Limited, 3rd edition. Dionísio, P., Rodrigues, V., Guerreiro, J., Canhoto, R. e Faria, H. (2024). AI_INOVATOR - Marketing na era da inteligência artificial e da sustentabilidade, Bertrand Editora. Osterwalder. A, Pigneur. Y., (2010), Business Model Generation, John Wiley & Sons. Kotler, P., Kartajaya, H., Setiawan, I., (2021), Marketing 5.0 - Tecnologia para a Humanidade, Actual Editora, Lisboa