Operational Marketing

Presentation

The Operational Marketing discipline is very relevant to the degree in Business Management, as it is an area of ¿¿knowledge, fundamental for the future manager. Knowing how to understand the consumer, gaining skills to define the product or service, the price, the places to market it and how to communicate it are essential aspects for the success of a business in any industry.

Part of this Programme

Business Management

Level of Qualification|Semesters|ECTS

| Semestral | 4

Year | Type of course unit | Language

2 |Mandatory |Português

Code

ULHT72-7047

Recommended complementary curricular units

No other disciplines required

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 (good, service or idea)

2.1 - Intrinsic Product Characteristics

2.2 - The services associated with the product

2.3 - Innovation and Development of new products.

3 - Price Policy

3.1 - Influencing Factors in Price Placement

3.2 - Pricing Strategies

3.3 - Pricing Criteria

4 - Placement Policy

4.1 - Characterization of Placement Channels

4.2 - Design and Development of Placement 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 on communication policy

Objectives

Provide the tools necessary for the development of analytical thinking, by stimulating creative thinking for the application of Operational Marketing.

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

Teaching methodologies and assessment

Theoretical and practical sessions will be taught.

Evaluation:

1 Test: 40%

1 Trabalho: 20%

Final work: 35%

Participation and attendance: 5%

References

Lendrevie [et al.].(2015). Mercator da Língua Portuguesa, (16ª ed), Lisboa, Dom Quixote.

ISBN: 978-972-20-5640-3

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