Operational Marketing

Business Administration, Publication in the Diário da República - Despacho nº 3393/2016 - 04/03/2016

5 ECTS; 2º Ano, 2º Semestre, 60,0 TP

Lecturer
- Maria de Fátima Rodrigues Pedro

Prerequisites
Not applicable.

Objectives
Implement a marketing plan through the management of marketing policies. Development of a communication and digital marketing plan. Develop new products, pricing and define distribution channels. Merchandising policies. After-sales service and quality control.

Program
1-Product;
2-Price;
3-Place;
4-Promotion;
5-Digital Marketing and the new media;
6-Merchandising and point of sale management;
7-After-sales service and quality control.

Evaluation Methodology
Continuous evaluation:
Practical work (T1), with presentation and discussion, mandatory for all group members, weighting 40%, minimum grade of 10 (ten) values; Written test (T2), 60% weighting, minimum grade of 8 (eight) values.
The final grade is expressed by (T1 + T2), provided that the minimum grade has been obtained in each of the evaluation elements. Otherwise, the final rating will be equal to the lowest of T1 or T2 ratings.

Students are approved to the course if the final classification of the two assessment elements, rounded by the units, is greater than or equal to 10 (ten) values.
Normal Season Exam and Improvement and Feature Exam and Improvement:
Written test (100%)
Students are approved to the course if the final grade, rounded to units, is greater than or equal to 10 (ten) values.

Bibliography
- Donnellan, J. (2013). Merchandising Buying and Management. London: Bloomsbury
- Kotler, P. e Al, E. (2008). Principles of Marketing. UK: Prentice Hall
- Dionísio , P. e Outros, . (2015). Mercator XXI - Mercator da Língua Portuguesa - Teoria e Prática. Lisboa: Publicações Dom Quixote

Method of interaction
The teaching aims to promote the reading and discussion of case studies, the realization of short and medium term work, as well as the exposition of concepts and the visualization of cases.

Software used in class
Not applicable.