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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 TP type classes.
The assessment of the subject will be done through an individual test (65%) and group work (35%).
Continuous assessment implies that students have a minimum of 6 points in each of the assessment elements (test and group work).
Test: defined by the course director (last academic week).
Work: delivery of the written report by May 31st. The professional aspect and care of documents are valued. Deposit the document (giving the group number_ GrupoX) in PDF format, in the “Works” folder in Moodle.
Assessment by Exam: 100%
Language Portuguese. Tutorial support is available in English.
Last updated on: 2024-04-16

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