Operational Marketing

Presentation

The raison  and relevance of this UC is related to the fact that it is very important to obtain notions of marketing, as well as the collection of information through market studies.

Part of this Programme

Economics

Level of Qualification|Semesters|ECTS

| Semestral | 4

Year | Type of course unit | Language

2 |Mandatory |Português

Code

ULHT32-7047

Recommended complementary curricular units

No specific skills are required. However, it is advisable to know how to do scientific work, data collection, bibliography presentation.

Prerequisites and co-requisites

n/a

Professional Internship

Não

Syllabus

1 - Introduction to Operational Marketing

1.1 - Marketing concept

1.2 - Strategic marketing and operational marketing

1.3 - The components of marketing mix



2 - Product Policy (well, service or idea)

2.1 - Intrinsic characteristics of the product

2.2 - The services associated with the product

2.3 - Innovation and Development of new products.



3 - Price Policy

3.1 - Factors influencing price placement

3.2 - Pricing Strategies

3.3 - Pricing criteria



4 - Distribution Policy

4.1 - Characterization of Distribution Channels

4.2 - Design and Development of Distribution Channels

4.3 - Channel Management and Merchandising



5 - Communication Policy

5-1 - The communication mix: Advertising, Promotions, Public Relations, Sales Force, Direct Marketing, sponsorship and patronage.

5-2 - The integrated communication strategy

5.3 - Influence of digital marketing in communication policy

Objectives

Provide the tools needed to develop analytical thinking by stimulating creative thinking for the application of Operational Marketing.

Apply the knowledge and techniques taught in the realization of case studies in a real context in order to stimulate the understanding of the role of marketing in the context of the company and of society. To understand how to implement, develop and manage the components of the marketing mix.

Teaching methodologies and assessment

Methodology of dynamic teaching, using Powerpoint, videos and invited experts (where appropriate).
The classes, open to the discussion of the class, imply the preparation of the same ones by reading articles / news previously made available, being the participation highly valued (practical cases, articles of specialized magazines, etc).

Continuous evaluation:

Test: 45%

Final work: 45%

Participation: 10%

References

Baynast, A. Lendrevie, J. Lévy, J. Dionísio, P. & Rodrigues, V. (2018). Mercator 25 anos _  o marketing na era digital. (16ª ed). Lisboa. Dom Quixote.

Office Hours