Class Operational Marketing Management

The discipline of Operational Marketing Management presents a specific view of marketing, namely of operational decisions. This course explores the tactical possibilities to implement marketing strategies defined by the companies.    In this perspective, the discipline provides analysis tools to specify the decisions and presents the different variables to analyse in order to be successful in the business context.   Finally, joins theory with practice, studying the different theoretical concepts of the marketing mix. The students can develop a critical capacity and consider different approaches.

Not applicable

1.  Marketing introduction   2.  Market Research 2.1. From the company 2.2. From the market  2.3. Supply and demand   3. Marketing-Mix 3.1. Product policies        Management portfolio              Packaging             Life cycle       BCG matrix 3.2. Services variables        Level expectations       Risks       Service. marketing mix   3.3. Distribution       Functions and criteria for choosing distribution channels       Channels organizations       Distributions brands       Channels Marketing Mix    3.4. Price policies        Concept of price and value        Price methodologies        Price strategies   3.5. Communication        Above and below the line        Communication techniques  

Video and research in the classroom.

  Kotler, P., Keller, E. e Chernev, A. (2024). Administração de Marketing, Pearson Education Brasil, 16th edition.   Baynast, A., Lendrevie, J.; Lévy, J., D.; Dionísio, P.; Rodrigues, V. (2021), Mercator - 25 Anos - O Marketing na Era Digital. 18ª Edição, Publicações D. Quixote.