# 5 - the communication process

7 Fevereiro 2023, 13:00 • Rita Sousa

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Targeting and positioning - critical elements for marketing strategy

The marketing mix

Communication - definition and the need for a plan

Elements in the communication process

#4 - Segmentation

2 Fevereiro 2023, 14:30 • Rita Sousa

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Changes of paradigm in communication - from brand pulpit to meaningful conversations

Segmentation - criteria, tribes and chamaleonic consumers

Segmentation strategy

#3 - The immediate environment

2 Fevereiro 2023, 13:00 • Rita Sousa

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Competitive set - definition and analysis

The key role - consumer and their (mis)behaviour and its pivotal role for marketing

Internal analysis, sucess factors and competive advantage - why and diferences

SWOT Analysis

#2 - Marketing strategy - concepts and planning

31 Janeiro 2023, 14:30 • Rita Sousa

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Back to basics - marketing foundations

Tge marketing plan - why, when and how

The situational analysis

Understanding the market dynamics

#1 - Presentation

31 Janeiro 2023, 13:00 • Rita Sousa

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Meet and greet

Presentation of the teacher

Objetives and evaluation

Rules of engamenet