ISEG > Estrutura > Unidades Académicas > Gestão > Unidades Curriculares > Operational Marketing

Operational Marketing (MO-E)

Área

AC Gestão > UC Obrigatórias

Activa nos planos curriculares

Economics > Economics > 1º Ciclo > Unidades Curriculares Optativas > Operational Marketing

Management > Management > 1º Ciclo > Unidades Curriculares Obrigatórias > Operational Marketing

Nível

1º Ciclo (L)

Tipo

Estruturante

Regime

Semestral

Carga Horária

Aula Teórica (T): 0.0 h/semana

Aula TeoricoPrática (TP): 4.0 h/semana

Trabalho Autónomo: 108.0 h/semestre

Créditos ECTS: 6.0

Objectivos

To develop the student's understanding of basic concepts and terminology of marketing.

To offer insights concerning what marketing managers do, with a focus on the functional components of marketing (i.e., product, pricing, promotion/communication and channel decisions).

Programa

Marketing: Importance and Scope
- Fundamental Marketing Concepts;
- Company Orientations toward the Marketplace;
- Marketing-Mix.

Marketing Information
- Marketing Information System;
- Organization Marketing Environment.

Marketing-Mix
- Product and Services Decisions;
- Design of the product strategy;
- Development of branding;
- Pricing Strategies;
- Distribution Channels;
- Communication.