Gestão da Distribuição

Introduction to Marketing

Introduction to management

The following teaching methodologies are used in this course:

1) Verbal methodologies (say), making use of pedagogical resources: exhibition, explanation, and dialogue;

2) Intuitive methodologies (show), making use of pedagogical resources: demonstration, audiovisuals, and written texts;

3) Active methodologies (to do), making use of pedagogical resources: group work;

4) Methodologies that incorporate new technologies in teaching processes: gamification.

a) Understand the distribution as a marketing variable;
b) Understand how to diagnose advantages and disadvantages of return, typologies and forms of trade;
c) Understand and apply the basic principles of an implantation feasibility study;
d) Understand the importance of value chain management;
e) Apply stock and storage management principles.

I – Introduction to Distribution and Retail
II – The point of sale
– Types of retail stores
– Store location selection
– The elements in store
III – In-Store Communication
IV – Retail Price Management
V – Consumer behavior in retail stores
VI – Shop Animation
– Sales promotions
– Public relations
– Customer service
VII – Retail Operations Management
– Financial dimensions
– Operational dimensions
– Daily point of sale management
– Management of deliveries to customers
– Store Conservation and Maintenance Operations
– Lean Management
VIII – Formulation of the retail strategy and action plan

NAO

Carvalho, J. M. C. (2004). Logística (3.ª ed.). Edições Sílabo.
Carvalho, J. M. C., & Dias, E. B. (2004). Estratégias logísticas: Como servir o cliente a baixo custo. Edições Sílabo.

Pratas, J. M., & Brito, P. Q. (2019). Distribuição: Gestão de pontos de venda e de retalho. Actual Editora.

Rousseau, J. A. (2002). O que é a distribuição?. Princípia Editora.
Rousseau, J. A. (2008). Manual de distribuição (2.ª ed.). Princípia Editora.