Sumários
C8 | MARKETING RESEARCH
17 Outubro 2025, 08:00 • Inês de Albuquerque Tomás Mateus
> Market research fundamentals & the 5-step process.
> Qualitative vs Quantitative research methods
> How A.I. is transforming Marketing and research
> How A.I. is transforming Marketing and research
C7 | THE INFLUENCE OF SOCIAL RELATIONS, INCOME AND CULTURE
9 Outubro 2025, 13:00 • Inês de Albuquerque Tomás Mateus
> Culture shapes values, rituals, and consumer behavior.
> Myths and storytelling convey cultural values in marketing.
> Hofstede's framework explains cultural differences for effective marketing.
C7 | THE INFLUENCE OF SOCIAL RELATIONS, INCOME AND CULTURE
9 Outubro 2025, 09:30 • Inês de Albuquerque Tomás Mateus
> Culture shapes values, rituals, and consumer behavior.
> Myths and storytelling convey cultural values in marketing.
> Hofstede's framework explains cultural differences for effective marketing.
C6 | DECISION MAKING PROCESS, BUYING AND USING
3 Outubro 2025, 08:00 • Inês de Albuquerque Tomás Mateus
> Social influence shapes choices via group dynamics.
> Income affects purchasing power, wealth, and marketing segmentation (luxury vs. budget).
> BNPL and discretionary income (spendthrift vs. tightwad) impact buying behavior