Learning Results
The intention of this course is to apply the concepts and philosophy of marketing as an important management
tool. In other words, this course aims to expose and analyze the most used tools in business areas in the context of
the so-called ‘commercial’, ‘Product Management’ and / or ‘sales representative’, or similar areas, based on the
previous formulation of marketing strategy, enabling thus the student to the fundamental value of the appropriate
and correct implementation of marketing policies.
This unit aims to introduce and familiarize students with the tools and operations of marketing management
especially in the short term. Students should be able to understand, analyze and develop policies and operational
marketing operations, linked to the product, price, communication and distribution, and other variables of the
operational management of marketing. At the end, this course intend to provide them with sensitivity and
knowledge to work in the ‘commercial’ sector or similar.
Program
The mix as the marketing strategy operations: Strategic marketing and marketing operations. The need for business
management. The operational marketing plan. The concept of mix and its various aspects.
Decisions about the product: The concept and product definition. Levels and classification. Decisions on individual
products. The brand and its key decisions. The packaging and labeling. Services, and the importance of service
management. The product mix strategies. The introduction of new products.
Decisions on the price: Notion of price and marketing goals. Pricing process determination. Pricing strategies.
Decisions relating to communication: The communication program. The communication mix. The organizational
communication and product. The message and the communication campaign. Advertising. The sales promotion.
The sales force. Direct marketing. Public relations, sponsorship and patronage. The E-marketing and digital
marketing.
Internship(s)
NAO
Bibliography
Aaker, David A., Building Strong Brands, New York, The Free Press, 1996.
Brito, Carlos Melo, Lencastre, Paulo de (coordenadores), Os Horizontes do Marketing, Lisboa, Editorial Verbo, 2000.
Lindon, Denis, Lendrevie, Jacques, Lévy, Julien, Dionísio, Pedro, Rodrigues, Joaquim Vicente, Mercator XXI: Teoria
e Prática do Marketing, Lisboa, Publicações D. Quixote (12ª edição), 2009.
Kotler, Philip, Armestrong, Gary, Saunders, John, Wong, Veronica, Principles of Marketing, Londres, Prentice-Hall
Europe, 2001, 3rd European edition.
Hortinha, Joaquim, E-marketing, Lisboa, Edições Sílabo, 2001.
Lovelock, Christopher, Services Marketing – People, Technology, Strategy, United States of America: Prentice Hall,
2000.
Wood, Marion B., The Marketing Plan Handbook, Pearson, Prentice-Hall, 3rd edition, 2008.