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Presentation
Presentation
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.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Master Degree | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULHT6354-15416
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
1. Marketing introduction
2. Market Research
2.1. From the company
2.2. From the market2.3. Supply and demand
3. Marketing-Mix
3.1. Product policies
Management portfolioPackaging
Life cycle
BCG matrix
3.2. Services variables
Level expectationsRisks
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 strategies3.5. Communication
Above and below the line
Communication techniques
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Objectives
Objectives
The curricular unit has the following objectives:
- Present the main concepts of marketing and its theorical principles;
- Understand the dynamics of the market and its influence on business strategy;
- Present the main variables of the marketing mix and how they develop to achieve the companies¿ marketing strategic objectives.
- Introduce and debate the main decisions associated with these concepts, developing a critical awareness in order to analyze the structures and processes of marketing;
- Develop the knowledge and skills necessary to analyze marketing activities.
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Teaching methodologies and assessment
Teaching methodologies and assessment
Video and research in the classroom.
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References
References
Kotler, P., Keller, E., (2021) - Marketing Management. Pearson Education Limited, 16th edition.
Baynast, A., Lendrevie, J.; Lévy, J., D.; Dionísio, P.; Rodrigues, V. (2018), Mercator - 25 Anos - O Marketing na Era Digital. 1ª Edição, Publicações D. Quixote.
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Office Hours
Office Hours
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Mobility
Mobility
Yes
