Class Operational Marketing Management

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.

Not applicable

1. Marketing introduction   2. Market Research From the company  From the market   3. Supply and demand   4. Marketing-Mix 4.1. Product policies Management portfolio Packaging Life cycle BCG matrix   4.2. Services variables Level expectations Risks Service. marketing mix   4.3. Distribution Functions and criteria for choosing distribution channels Channels organizations Distributions brands Channels Marketing Mix   4..4.  Price policies Concept of price and value Price methodologies Price strategies   4. 5.  Communication Above and below the line Communication techniques

The primary methodology used in the course is Project-Based Learning. It fosters the integration of knowledge, skill development, and real-world problem-solving through projects linked to the course curriculum. It relies on collaboration, engagement, and the active participation of both students and instructors, enabling the monitoring and assessment of learning outcomes and acquired competencies. This core methodology is further complemented by case studies and structured debates    

Kotler, P., Keller, E. e Chernev, A. (2024). Administração de Marketing, Pearson Education Brasil, 16th edition. Dionisio, P.; Rodrigues, V.; Guerreiro, J.; Canhoto, R. e Faria, H. (2024), AI_NOVATOR - Marketing na era da inteligência artificial e da sustentabilidade, Bertrand Editora.