Operational Marketing Management
Part of this Programme
Communication Sciences, Marketing and Advertising (M)
Level of Qualification|Semesters|ECTS
Master Degree | Semestral | 8
Year | Type of course unit | Language
1 |Mandatory |Português
Total of Working Hours | Duration of Contact (hours)
213 | 75
Recommended complementary curricular units
Prerequisites and co-requisites
1. Introduction to Marketing 1.1. Fundamental concepts 1.2. Strategic Marketing Vs. 2. Market Analysis 2.1. Concepts 2.2 Types of market 3. Marketing-Mix 3.1. Product 3.2. Service 3.3. Price 3.4. Distribution 3.5. Communication 4. Case Studies
¿Present the main concepts of marketing and its theoretical principles; ¿Understand the dynamics of the market and its influence on business strategy; ¿Present the main variables of the marketing mix and how they are developed to achieve the objectives of the company; ¿Introduce and debate the main decisions associated with these concepts, developing a critical awareness in order to analyze the marketing structures and processes; ¿Develop the knowledge and skills needed to analyze marketing activities.
Knowledge, abilities and skills to be acquired
¿Understand the principles of operational marketing in its globality and particularities; ¿Ability to define the main variables of the marketing mix; Ease of implementing key marketing ideas and processes in real cases; ¿Ability to work as a team, fostered by learning activities.
Teaching methodologies and assessment
The students will have a theoretical exposition of the topics that encompass marketing with practical examples of the national and international market that allow their connection with the practice. Theoretical classes are supported by online documentation in Moodle with scientific articles (theory), press (practice) and videos. Students will do two case studies (15% each) and one job (70%). The presence of students is compulsory in 75% of classes. Only previously enrolled students can take the exams. The exam consists of performing work similar to continuous assessment. There are no case studies in this evaluation.
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.