Class Operational Marketing

Marketing is a set of techniques based on different areas of knowledge, such as Economics, in particular, Microeconomics, Statistics, Sociology, and Psychology, sciences that help us to identify markets, understand buying behavior, cluster potential clients that try to satisfy similar needs and desires in market segments, and so we help firms to develop offers that create value and satisfy real needs and desires. In Economics we analyze supply and demand in aggregated form; in Marketing, we apply our knowledge and techniques in specific products and services, studying demand and helping firms to create their offers focused on well-defined market segments.

Área de preenchimento obrigatório.

1. Why to study Marketing in Economics?
   1. Microeconomics and Marketing: same players, different perspectives
2. Understanding the battlefield (market)
   1. To define (or redefine) the market
   2. Analyze threats and opportunities
   3. Evaluate market size
   4. Evaluate market structure
   5. Segmenting, targeting and positioning
3. Creating a customer's value proposition 
   1. Product and service
   2. Pricing strategies
   3. Communicating the value proposition de valor
4. Delivering the value proposition to the customer (Distribution)
   1. Design and manage distribution channels
   2. Managing Processes, people, and physical evidence
5. The Operational Marketing Plan
6. Controlling Implementation

As innovative methodologies to support the teaching-learning process, the following were adopted:
1. Teamwork and collaboration: Promote group projects in which students collaborate in the creation of operational marketing strategies, simulating a marketing agency environment;
2. Interactive case studies: Develop interactive case studies that allow students to make operational marketing decisions in real-world situations. Students can analyze scenarios, create strategies and evaluate results;
3. Project-Based Learning: Assign hands-on projects in which students apply operational marketing concepts to real or fictional companies. They can develop marketing plans, create advertising campaigns and monitor performance;
4. Artificial Intelligence (AI): Use AI through the adoption of PHILIX, which through chatbots or virtual assistants can answer student questions in real time and offer personalized support.

• Kotler (2016), P. et al. Marketing Management. 4^th European edition. Pearson Education, 2016. ISBN: 978 – 1292248448.