Sumários
Market Segmentation, Targeting and Positioning
9 Novembro 2022, 08:00 • Rita Sousa
Segmentation, Targeting, Positioning
Revelant Differentiation and competitive advantages
Examples of top brands (e.g., Coca-Cola, banking, Kodak) and hospitality/tourism industry (e.g., Starbucks, Ritz-Carlton, Southwest Airlines)
Consumer Markets and Buying Behavior
7 Novembro 2022, 09:30 • Rita Sousa
Consumer Markets and Buying Behavior
Diferent motivational factor: cultural, social, personal and psychological.
Maslow pyramid.
Theory of planned behabior.
S-O-R framework.
Cruise tourism strategy.
Marketing Research
7 Novembro 2022, 08:00 • Rita Sousa
Marketing Research
Information sytem of an hospitality or tourism organization.
Exploratory, descriptive and causal research.
From qualitative to quantitative approach.
Teamwork: groups prepare the project of the learning unity.
2 Novembro 2022, 11:00 • Rita Sousa
Teamwork: groups prepare the project of the learning unity.