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Operational Marketing

Code 14004
Year 2
Semester S2
ECTS Credits 6
Workload TP(60H)
Scientific area Marketing
Entry requirements None.
Mode of delivery Face-to-face.
Work placements n.a.
Learning outcomes This curricular unit aims to provide a wider perspective of the marketing management, in the current context, as well as to indicate how to design the marketing concepts and implement the adequate tools at the marketing mix level.
In general terms, it is hoped that students could develop a refined critical sense, generate new ideas and be creative, learn to work in group and develop abilities to solve marketing problems in organisations. Specifically, it is intended that the student defends the importance of the Marketing function in a organisation; that he/she will be able to clearly distinguish the strategic and the operational functions; and that he/she knows to apply the acquired knowledge about the marketing mix, to simulate the implementation of a plan including the product, price, distribution and communication.
Syllabus 1. The product
1.1. Concepts related with the product
1.2. New products development
1.3. Product life cycle
1.4. Services
2. The Price
2.1. Determinants of the price
2.2. Price strategies
2.3. Price decision: process
2.4. Types of prices
3. The distribution
3.1. Activities of the physical distribution
3.2. Channels functions
3.3. Levels
3.4. Channel decision: process
4. The communication
4.1. Marketing Integrated Communication
4.2. Marketing Communication: tools
Main Bibliography Baynast, A., Lendrevie, J., Lévy, J., Dionísio, P., Rodrigues, V. (2018). Mercator 25 Anos - O Marketing na Era Digital. Ed. Dom Quixote.
Cannon, J., Perreault Jr., W., McCarthy, J. (2008). Basic Marketing, 16ª ed., McGraw-Hill.
Etzel, M., Walker, B., Stanton, W. (2007). Marketing, 14ª ed., McGraw-Hill.
Kotler, P., Armstrong, G., (2009). Principles of Marketing, 13ª ed., Prentice-Hall.
Kotler, P., Keller, K.L. (2006). Administração de Marketing, 12ª ed., Prentice Hall.
Kotler P., Keller, K.L. (2016). Marketing Management, 15ª ed., Upper Saddle River, Pearson Education.
Lindon, D., Lendrevie, J., Lévy, J., Dionísio, P., Rodrigues, J. (2015). Mercator XXI – Teoria e prática do marketing. Dom Quixote.


Teaching Methodologies and Assessment Criteria > The evaluation of the discipline will be done through an individual test (50%) and a group work (50%).
> Continuous assessment implies that students have a minimum of 6 values ??in each of the assessment elements (test and group work).
Test: defined by the course director (last week).
Work: delivery of the written report until May 18 and presentations in class on May 18, 20, 25 and 27 (max. 15 min). The professional aspect and care of documents is valued. Deposit the document (giving it the name of the organization) in pdf format, in the "Works" folder of Moodle.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-06-08

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