Operational Marketing

The methodologies proposed during teaching activity place the student at the center of the learning process, actively involving them and
encouraging autonomy. Many of the methodologies focus on practical activities and collaborative projects, which promote the resolution of
real problems, a central characteristic of modern pedagogical models. It is also intended that the proposed methodologies ensure that
students can apply theories and concepts in practical situations, aligning with the principle that operational marketing must be action
oriented. In summary, by using methodologies such as case studies, simulations, roleplay, development of plans for real or simulated
situations, discussion of real cases, workshops and problem-based projects, students develop essential skills for the job market, including
critical thinking, collaboration, data analysis and agility in decision making. The proposed methodologies are effectively articulated with a
modern pedagogical model, which values active, practical and critical learning, promoting student autonomy and preparing them for the
challenges of today’s competitive and technological world.

The programme objectives offer a logical sequence of the aspects needed to tactically implement marketing strategies. This coherence is
demonstrated in the way each topic prepares students to apply in a practical way the concepts that are fundamental to the success of
operational marketing in today’s competitive context.
Right from the start, Introduction to Operational Marketing prepares students to understand the practical application of marketing and its
connection to the company’s overall strategy. Operational planning is crucial for students to learn how to transform strategies into concrete
tactical actions, aligning the operational plan with long-term objectives, an essential skill according to the objectives of the course. The other
points of the programme successively allow students to learn how to transform strategies into concrete tactical actions, aligning the
operational plan with long-term objectives.

1.Introduction to Operational Marketing
1.1 Objectives
1.2 Operational Marketing Life Cycle
2.Operational Marketing Planning
2.1.Definition of Operational Targets
2.2 Budgeting
3.Product and Service Management
3.1.Product Life Cycle
3.2.Launch and Portfolio Management
3.3.Service Specificity
4.Pricing and Promotions
4.1.Pricing Strategies
4.2 Promotions and Discounts
5.Distribution Channel Management
5.1.Structuring Channels
5.2 Logistics and Partner Management
6.Communication and Sales Promotion
6.1 Campaign Planning
6.2 Integrated Marketing Communication
7.Operational Digital Marketing
7.1.SEO and SEM
7.2 Content Marketing, Social Media and Email Marketing
8.Customer Relationship Management
8.1 CRM Systems
8.2.Loyalty and Retention
9.Data Analysis and Tactical Adjustments
9.1.KPIs
9.2.Reports
10.Case Studies and Operational Marketing Practice
10.1.Analysing Success Stories
10.2.Discussion of Real Applications

NAO