Sumários
STP (Segmentation - Targeting - Positioning)
15 Novembro 2021, 08:00 • Rita Sousa
Market definition
Segmentation types, effective segmentation
Market Targeting
Practical examples: segmentation/targeting & market adaptation mistakes (Coca-Cola, Microsoft, Amazon, Kodak, HSBC Bank)
Team work
10 Novembro 2021, 11:00 • Rita Sousa
Groups discuss the preparation of the topic, theoretical background and methodology to develop the project of the learn unity.
How to search articles
10 Novembro 2021, 09:30 • Rita Sousa
HOW TO SEARCH ARTICLES in Scopus and web of science.
The use of a query and filters.
Marketing research
10 Novembro 2021, 08:00 • Rita Sousa
Marketing Information System
Internal and External Marketing Intelligence
Exploratory and Confirmatory research
Descriptive and Causal research
Observational, Survey and Experimemtal research