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 assessment:
-Individual assessment of participation and work done in class 15% (minimum grade of 10);
-Group work 30% (minimum grade of 10) with presentation and discussion, mandatory for all group members;
-Final test, individual 55% (minimum grade of 8).
Students with a final grade of 9.5 or higher (weighted average) will pass. Provided that the minimum grade has been obtained in each of the assessment elements. Otherwise, the final grade will be equal to the lowest of the grades obtained in the assessment elements.
Students must attend at least 2/3 of the classes throughout the academic semester in order to be eligible for continuous assessment.
Non-continuous assessment:
Written exam (100%).
Bibliography
- Dionisio et al., P. (2024). AI_NovatorMarketing na era da Inteligência Artificial e da Sustentabilidade Gen AI e ESG. (Vol. ). : Bertrand Editora
- 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
- Kotler, P. e Keller, K. e Et All, . (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.
