ISLA Santarém 11548

Commercial Management

• ApresentaçãoPresentation

  The Commercial Management course, part of the Higher Professional Technical Course in Commercial Management and Sales, aims to prepare students to work in the commercial sector by developing skills in analysis, planning, and execution of commercial strategies. Students can work in areas such as retail, wholesale, e-commerce, and marketing. The main domains of intervention include merchandising, sales promotion, consumer behavior, and customer relationship management. This unit is essential in the study cycle, as it provides the theoretical and practical foundations necessary for students to tackle market challenges, empowering them to contribute to the success of organizations.
• ProgramaProgramme

  The buying process. Types of purchases and consumer motivation Customer motivation for the point of sale Factors motivating purchases at the point of sale External conditioning factors of consumer behavior Individual conditioning factors of consumer behavior Types of purchases. Basic concepts of merchandising and sales promotion. Merchandising Objectives of merchandising Merchandising as a stimulus for impulse buying Modalities Visual merchandising and display techniques Management of shelving and point of sale Analysis and evaluation of results. Sales promotion Objectives (primary and secondary) and targets of sales promotion Main techniques of sales promotion Planning promotional actions and determining the mechanics of the promotion Measuring the effectiveness/impact of promotional actions.
• ObjectivosObjectives

  The objectives of the curricular unit are: To analyze, organize, plan, and evaluate the commercial function; To understand the concepts of merchandising and sales promotion, their specificities, and their importance in consumer behavior; To equip students with techniques in merchandising and sales promotion; To understand and apply merchandising techniques to different points of sale and to different types of customers; To develop skills to optimize the promotion and display of products or services; To analyze the essential aspects of a product or service and adopt the best promotional technique; To prepare and develop a promotional plan; To establish evaluative criteria for the actions undertaken.
• BibliografiaBibliography

  Blessa, R. (2006). Merchandising no Ponto de Venda (4ª Ed). Editora Atlas. Brito, P. (2010). Promoção de Vendas e Comunicação de Preços. Almedina. Lendrevie, J., Baynast, A., Dionísio, P., & Rodrigues, J. (2010). Publicitor – comunicação 360º online offline (7ª Ed). Publicações D. Quixote Morgan, T. (2011). Visual Merchandising. Editorial Gustavo Gili.
• MetodologiaMethodology

  The innovative methodologies supporting the teaching-learning process that will be used are as follows: Problem-Based Learning; Gamification; Flipped Classroom; Design Thinking; Case Studies.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

  Descrição	Data limite	Ponderação
  Frequência 1	11-11-2025	40%
  Frequência 2	13/01/2026	45%
  Exercícios práticos (6 no total, contam os 4 melhores)		15%
  Exame	A definir	100%

   

  Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...