Publication in the Diário da República: Despacho nº 3393/2016 - 04/03/2016
5 ECTS; 2º Ano, 2º Semestre, 60,0 TP , Cód. 9152321.
Lecturer
- Maria de Fátima Rodrigues Pedro (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
1. Understand and critically analyze the main concepts and strategies of product policy, including product portfolio management, new product development and value creation through brand equity.
2. Analyze and define effective pricing strategies, considering internal and external factors, pricing criteria and the target market's response to price changes.
3. Explain and apply distribution models by assessing the role of intermediaries, channel selection and differences between the distribution of goods and services, as well as the impact of merchandising at the point of sale.
4. Develop and implement marketing communication plans, integrating the different elements of the communication mix aligned with consumer behavior.
5. Apply the knowledge acquired to solve real problems and challenges in operational marketing, through the formulation of strategies and the practical use of marketing mix tools in case studies and business simulations.
Program
0. The Interconnection between Strategic Planning and Operational Planning
1. Product Policy
1.1. The Product Concept in Marketing
1.2. Product Development and Management
2. Pricing Policy
2.1. Price Definition and Determinants
2.2. Pricing Strategies and Criteria
2.3. Price Regulation
3. Distribution Policy
3.1. Distribution Structure and Function
3.2. Distribution Channels and Merchandising
4. Communication Policy
4.1. The Communication Process and Purchase Decision
4.2. The Marketing Communication Mix
4.3. Communication Planning
Evaluation Methodology
Continuous evaluation:
Practical work (T1), with presentation and discussion, mandatory for all group members, weighting 40%, minimum grade of 10 (ten) values; Written test (T2), 60% weighting, minimum grade of 8 (eight) values.
The final grade is expressed by (T1 + T2), provided that the minimum grade has been obtained in each of the evaluation elements. Otherwise, the final rating will be equal to the lowest of T1 or T2 ratings.
Students are approved to the course if the final classification of the two assessment elements, rounded by the units, is greater than or equal to 10 (ten) values.
Normal Season Exam and Improvement and Feature Exam and Improvement:
Written test (100%)
Students are approved to the course if the final grade, rounded to units, is greater than or equal to 10 (ten) values.
Bibliography
- Dionísio , P. e Outros, . (2018). Mercator 25 Anos. Lisboa: Publicações Dom Quixote
- Donnellan, J. (2014). Merchandising Buying and Management. London: Bloomsbury
- Kotler, P. e Armstrong, G. (2020). Principles of Marketing. UK: Pearson
- Et All, . e Keller, K. e Kotler, P. (2021). Marketing Management. (Vol. ). : Prentice
Teaching Method
The teaching aims to promote the reading and discussion of case studies, the realization of short and medium term work, as well as the exposition of concepts and the visualization of cases.
Software used in class
Not applicable.
