Operations Marketing

Marketing and management principles.

Classes are essentially taught through practical cases.

The active participation of students is essential.

This curricular unit aims to show how the concepts and practices of operational marketing 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 marketing of operations, is increasingly determined by the proliferation of marketing technology, and also 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, and where the digital world is a constant reality. Thus, companies can increase and improve their efficiency, agility and quick response to the market.
Marketing agility is an ever-increasing imperative, consisting of anticipating markets, consumer behavior and business direction.

With this scenario as a ‘background’, tools used by companies in the context of the so-called ‘operations marketing’, ‘commercial and sales’, ‘product management’, ‘communication and advertising’, or similar areas, will be discussed. based on the previous formulation of the marketing strategy, thus enabling the student in the agile, efficient and effective application of marketing policies. And the operational marketing tools, which will be analyzed, consist of brand management, new product development, e-commerce, new distribution channels, retail management, among others, with a special focus on distribution.

Based on this curricular unit, students should be able to understand, analyze and develop operational marketing policies and operations, i.e., linked to product, price, communication and distribution, and other variables of operational marketing management.

In conclusion, this unit aims to introduce and familiarize students with marketing tools and operations, especially in the short term, in order to develop efficiency, agility, and value in the company so that it constantly adapts to the market.

1 Marketing on the go
1.1 Marketing 4.0 and 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
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

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