ISLA Santarém 15876

Promotions and Merchandising

• ApresentaçãoPresentation

  The course presents concepts, theories, and tools for promotions and merchandising, distinguishing them from other forms of marketing communication and focusing on the context of consumption and retail. Students learn to apply this knowledge in-store and to develop a promotional and merchandising plan that is coordinated with other marketing activities.
• ProgramaProgramme

  1. General concepts: Promotion; Merchandising. Advertising. Point of sale. 2. Fundamentals of Sales Promotion: Visual communication. POS and consumer behavior. 3. Sales Promotion Channels and Techniques: Manufacturer promotions. Distributor promotions. Consumer-oriented sales promotion. Types of promotions and profitability. 4. Merchandising techniques: Objectives. Types of merchandising. Layout and animation of the space. 5. Point of sale materials and store operation. 6. Planning sales promotions and merchandising.
• ObjectivosObjectives

  O1. Present concepts and theories related to promotions and merchandising. O2. Identify promotional tools in the context of the consumer and retail market. O3. Identify the components of a promotional and merchandising plan. O4. Distinguish promotion and merchandising activities from other aspects of market communication. O5. Discuss the most appropriate strategies in the context of promotions and merchandising. O6. Apply the theory related to merchandising and promotions in retail stores. O7. Use promotional tools when analyzing the consumer and retail market. O8. Produce a promotional and merchandising plan coordinated with other marketing activities.
• BibliografiaBibliography

  Borje, R. P. (2021). Merchandising. ESIC Editorial. Gitomer, J. (2023). A Bíblia das Vendas, O método clássico de vendas que funciona no mundo. Alma dos Livros. Herrera, J. E. P. (2022). Merchandising, La Seducción En El Punto De Venta. ECOE EDICIONES Matuzawa, C. L. (2024). Estratégias Projetuais Em Retail Design Store & Visual Merchandising, Conceitos E Técnicas. Editora Blucher. Morgan, T. (2022). Visual Merchandising Fourth Edition, Window Displays, In-Store Experience. QUERCUS.  
• MetodologiaMethodology

  In person: 1. Theoretical/practical classes: exposition of concepts, discussion and application of programme contents in various contexts. 2. PBL Problem/Project-based learning Autonomous: 3. Consolidation of the contents taught in class through research into additional information on the different themes and contents covered and the development of complementary work.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Avaliação curricular (contínua):
  A avaliação curricular é composta pela realização de um trabalho de grupo e um teste, em que são aplicados os principais conteúdos programáticos.
  Fórmula de cálculo:
  A!- TP (Trabalho de Pesquisa) - 50%
  A2 - T (Teste) – 50%
  Todos os estudantes que neste regime de avaliação tenham obtido média inferior a 9,50 valores são avaliados em avaliação final.
  Avaliação final (A):
  Nas épocas normal, de recurso e especial a avaliação será orientada pelos mesmos objetivos e baseia-se num exame (100%) integrando a componente teórica e a componente prática da unidade curricular.