Operational Marketing (1 º Sem 2019/2020)

1. Importance and Scope of Marketing:
- Definition and basic concepts of marketing;
- Guidelines of companies relative to the market;
- Marketing-mix.
2. Marketing Information:
- Engaging marketing organization;
- Marketing information system.
3. Marketing-Mix:
- Products, services and brands: generate customer value;
- Product: Basics;
- Decisions of products and services;
- Branding strategy;
- Marketing Service;
- Pricing decisions: capturing customer value;
- Price: basics;
- Factors to consider in setting prices;
- Pricing strategies;
- Allocation decisions: delivering customer value;
- Distribution: basics;
- Design and management of distribution channels;
- Decisions communication: communicating customer value;
- Mix of communication and integrated marketing communication;
- Communication process;
- Communication budget;
- Communication socially responsible;
- Elements of the communication mix.