Description

Theory
2

Laboratory
2

Instructors

Andreia Gama

Contents

1. Marketing concept and trends. Industrial marketing
2. Markets: concepts and trends
3. Marketing planning and strategies. Marketing mix
4. Digital marketing and relationship marketing
5. Organizations, marketing and sales.
6. Sales process and buying behavior. Sales metrics
7.Leadership, motivation, evaluation and rewards of sales force.
8. Business negotiation (concepts and assumptions, conflict management strategies, negotiation principles, strategies and tactics, negotiation process, negotiation heuristics)
 

Learning Outcomes

This course aims to give students knowledge and skills to develop commercial and implement marketing activities of technologic products and services.
Marketing:
OBJ1) development of marketing strategies to industrial markets, OBJ2) and its operacionalization.
Commercial Management - development of skills in the following areas:
OBJ3) business negotiation
OBJ4) sales force management,
OBJ5) planning and control of commercial activities
OBJ6) effective account management.
OBJ7) new technologies applied to marketing and commercial activities.