Operations Marketing

Knowledge of marketing and business management is expected.

Attendance at classes is strongly recommended.

Classroom sessions combine didactic presentations with group discussions.

Each student is also encouraged to bring materials to the classroom, case studies of social institutions and innovative concepts in social marketing.

Students are encouraged to develop work in teams and the result is presented and discussed in the classroom.

Teamwork incorporates:

Methods centered on inquiry and cooperation: Problem-based and project-based learning.

Situated learning with possible service to the community.

Active strategies in pedagogical practices in the classroom: Collaborative learning

As a pedagogical strategy, the following are also used:

Use of interaction platforms

Small group work in the classroom

Use of videos for classroom discussion

Chaos resolution especially in small groups

Resolution of case studies

This curricular unit aims to show how operational marketing concepts and practices are used, an area increasingly recognized as an important management tool in any type of company or organization.

The current practice of commercial management, or operations marketing, is increasingly determined by the proliferation of marketing technology, and by the growing pressure of an increasingly better-informed consumer. In fact, the practice of operational marketing is increasingly present in today’s global and competitive world, where the digital world and artificial intelligence are a constant reality. Thus, the company can increase and improve its efficiency, agility, and quick response to the market.

Based on this curricular unit, students should acquire a wide range of skills, that is, they will be able to understand, analyze and develop operational marketing policies and operations, i.e., linked to the product, price, communication and distribution, and other marketing operational management variables. They will also acquire tools and learn how to carry out tasks related to brand management, new product development, e-commerce, new distribution channels and management of new retail formats.

This unit therefore aims to provide students with skills that allow the student to choose and work with marketing tools and operations with an implication especially in the short term, in order to develop efficiency, agility, and value in the company so that it constantly adapts to the market. In this way, they will be able to work in areas such as ‘operations marketing’, ‘commercial and sales’, ‘product management’, ‘communication and advertising’, or similar areas, based on the prior formulation of the marketing strategy.

1 Marketing on the go

1.1 Marketing 5.0

1.2 Other trends in marketing – Relational, Social, Digital

1.3 Marketing decisions based on strategy.

1.4 Fast market response and constant innovation

2 The product as an offer

2.1 Product-related decisions

2.2 Product mix strategies

2.3 The introduction of new products

2.4 The value of brands

3 The world is in service

3.1 The growing offer in services

3.2 Specifics of service marketing

4 Pricing decisions

4.1 Notion of price and value

4.2 Factors to be considered when setting prices

4.3 Pricing Strategies

5 Communication in global markets

5.1 The communication program and the communication mix

5.2 The importance of the digital world in communication

5.3 Advertising

5.4 Sales techniques

5.5 Sales promotion

5.6 Direct marketing

5.7 Public Relations, sponsorship and Patronage

5.8 Social media

6 Distribution decisions

6.1 Logistics and international business

6.2 Distribution channels

6.3 Wholesalers

6.4 The retail

6.5 E-commerce

6.6 New trends

7 The marketing audit

7.1 The importance of auditing

7.2 Audit components

8 Commercial planning in the context of international business

NAO