Sumários

Age subcultures

9 Novembro 2020, 12:30 Rita Sousa


- Teen market

- Gray market

- Gen Y

- Gen Z

- Nostalgia and age subcultures

Group influence and opinion leadership

9 Novembro 2020, 08:00 Rita Sousa


Definition and role of reference groups

Power types of the reference groups

Membership vs aspirational reference groups

Positive vs negative Reference groups

Brand boycoots

Group compliance

Social comparision

The role of opinion leaders

Word of Mouth - role, drivers

Viral marketing

Seminar: group work presentation #2

6 Novembro 2020, 14:00 Rita Sousa


1. How Neuroscience can improve marketing and consumer research
2.The impact of Connected devices (IoT) in marketing
3.Big data and consumer research
4.Meaningful brands
5.Voice platforms and marketing interactions
6.How GenZ traits influence business models
7.AI and hyper personalisation
8.Experience based differentiation

Seminar: group work presentation #1

6 Novembro 2020, 12:30 Rita Sousa


1. How Neuroscience can improve marketing and consumer research
2.The impact of Connected devices (IoT) in marketing
3.Big data and consumer research
4.Meaningful brands
5.Voice platforms and marketing interactions
6.How GenZ traits influence business models
7.AI and hyper personalisation
8.Experience based differentiation

Class 13 - Group work presentations

2 Novembro 2020, 11:00 Rita Sousa


Group work presentations (zoom class)