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ISCTE-IUL  >  Education  >  LG

Operational Marketing (1 º Sem 2016/2017)

Code: L5024
Acronym: L5024
Level: 1st Cycle
Basic: No
Teaching Language(s): Portuguese, English
Friendly languages:
Be English-friendly or any other language-friendly means that UC is taught in a language but can either of the following conditions:
1. There are support materials in English / other language;
2. There are exercises, tests and exams in English / other language;
3. There is a possibility to present written or oral work in English / other language.
1 6.0 0.0 h/sem 54.0 h/sem 0.0 h/sem 0.0 h/sem 0.0 h/sem 0.0 h/sem 1.0 h/sem 55.0 h/sem 95.0 h/sem 0.0 h/sem 150.0 h/sem
Since year 2012/2013
Pre-requisites Doesn´t exist
Objectives At the end of this curricular unit, students should be able to:
1. Decide about marketing mix actions that are coherent with a pre-defined strategy;
2. Understand the role of the different marketing mix elements in achieving marketing objectives;
3. Identify and develop solutions for marketing problems related with product, price, distribution and communication;
4. Use creativity as a complement to the conceptual and operational domains, in order to build competitive advantage.
Program 0. The articulation between strategic and operational planning.
1. Setting Product Strategy (good, service or idea)
- Brand equity.
- The product-mix for goods Vs services.
- New product development.
- Product line management.
2. Marketing Channels
- Relationships and Types of intermediaries.
- Functions of distribution.
- Channels of distribution: importance, composition and characteristics.
- Distribution of Producer and Retailer.
- Merchandising.
3. Developing Pricing strategies and programs
- Determining factors: internal and external.
- Price strategies.
- Price criteria.
- Target market reaction to price change.
4. Designing and Managing Integrated Marketing Communications
- The influence of the consumer buying decision process on marketing communications.
- The communications mix:
Sales Promotion
Public Relations
Sales Force
Direct Marketing
The influence of relationship marketing on the communications mix.
Promotion and Advertising Plans
Evaluation Method The evaluation system includes:
Written Test 50% (minimum grade 8)
Group Works 40%(minimum grade 10)
Individual Evaluation 10% (minimum grade 10)
The student must ensure class attendance of at least 80%; without which it will fail to get approval, although it can be approved in this curricular unit in the final exam ("exame de 2ª época").
The students with a final grade above 16 may have an additional examination; not attending or having a poor performance will produce a final grade of 16.
Teaching Method During the learning-teaching term each student should acquire analytical, information gathering, written and oral communication skills, according with the established learning outcomes for this unit.

To contribute to the acquisition of these skills will be used the following learning methodologies (LM):

3. Active
Observations Students under the "Internal regulation for Students with Special Statutes" should contact the Curricular Unit professor or coordinator during the first week of classes of each semester to allow for framing of learning processes and evaluation of the curricular unit.
Basic Bibliographic - Kotler, P. & Keller, K. L. (2009), Marketing Management (13th Edition) Upper Saddle River, NJ: Prentice Hall.
- Lindon, D; Lendrevie, J; Rodrigues, J & Dionísio, P. (2004). Mercator - Teoria e Prática do Marketing (9a Edição). Lisboa: Publicações Dom Quixote.
Complementar Bibliographic Textos de apoio definidos pelos docentes e distribuídos ao longo do semestre.
Support texts defined by the professors and made available along the semester.