Field Day - Group Work

9 Outubro 2026, 09:30 • Jorge Pimentel do Nascimento

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Luxury retail shopping experience - observation and data collection 

Sensory marketing, perceptions, and STP

2 Outubro 2026, 09:30 • Jorge Pimentel do Nascimento

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STP (segmentation-targeting-positioning) Consumer behavior fundamentals (e.g., stimuli, sensation, perception) Discussion cases / practical work: perceptual mapping exercise - luxury brand

Cultural values and cultural appropriation

25 Setembro 2026, 09:30 • Jorge Pimentel do Nascimento

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Cultural appropriation, national cultural values (Hofstede). Group class work and debate on "We're the land" (Dior case). Oral participation - cultural values and global campaigns. Notion of luxury (Dubois) and introduction to luxury shopping concepts.

Introduction to the CU and Luxury Industry markets

18 Setembro 2026, 09:30 • Jorge Pimentel do Nascimento

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Introduction & Presentation of the Curricular Unit Luxury Industry and market structure; value creation & competitive strategies Practical activity and debate on ethical/sustainability dilemmas for the luxury industry