Sumários
Class 17
13 Maio 2025, 11:00 • Ricardo Jorge Godinho Bilro
Embracing Innovation and Creativity in Business.
MarTech influencing contemporary Marketing.
Understanding MarTech.
The New Customer Experience.
Exercise: Don't Buy the wrong Marketing Tech.
The New Tech in MarTech.
Leveraging Marketing through technological evolution.
Tech-enhanced Marketing.
Class 16
13 Maio 2025, 09:30 • Ricardo Jorge Godinho Bilro
Innovation cycle: Introduction to market
Planning the introduction
Preliminary Marketing Strategy Plan
Techniques for measuring consumer preferences
Forecasting the sales
Commercialization: when, where, to whom, and how.
Developing contingency plans
Using decision theory to plan the introduction
Class 16
12 Maio 2025, 11:00 • Ricardo Jorge Godinho Bilro
The New Tech in MarTech.
Leveraging Marketing through technological evolution.
Tech-enhanced Marketing.