filmeu

Class Operational Marketing

  • Presentation

    Presentation


    The curricular unit (CU) of Operational Marketing presents a specific view of marketing, namely of operational decisions.
    In this perspective, the CU 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.

     

  • Code

    Code

    ULHT168-7047
  • Syllabus

    Syllabus

    * The Marketing process
    * Market-oriented strategic planning
    * Analysis of the Marketing environment (External / Internal Analysis) * Product
    * Price
    * Promotion
    * Place
    * Sales force
    * Evaluation and Control
    * Present a general perception of different areas of Marketing, such as : Sectoral Marketinh, B2B Marketing, Service Marketing, Social Marketing, Sports Marketing, Relational Marketing, Tourism Marketing, among others.

     

  • Objectives

    Objectives

    The CU 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 company's 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.

  • Teaching methodologies and assessment

    Teaching methodologies and assessment

    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.
     

    Under continuous assessment:
    - Group Work (written) - 40%
    - Group work (presentation) - 10%
    - Written test - 50%


    On appeal:
    - Students will take a written test that corresponds to 100% of the final grade (minimum grade of 9,5 for approval).

  • References

    References

    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.
    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.
    McDonald M., e Wilson, H., (2011) - Marketing Plans: How to Prepare Them, How to Use Them, 7a Edição, John Wiley & Sons Ltd.

     

SINGLE REGISTRATION
Cookie Policy
This site uses cookies to offer you a better browsing experience.
Accept
Lisboa 2020 Portugal 2020 Small Logo EU small Logo PRR republica 150x50 Logo UE Financed Provedor do Estudante Livro de reclamaões Elogios