Sumários

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4 Dezembro 2021, 09:30 • Rita Sousa

Topics covered:

  • Purchase decision making process
  • Defense mechanisms: selective exposure, selective attention, selective distortion
  • Brand awareness
  • Brand image
  • Brand identity
  • Brand equity
  • Communication strategies

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2 Dezembro 2021, 18:00 • Rita Sousa

Topics covered:

  • Gaps model of product quality
  • Service Marketing Triangle
  • Product policy decions
  • Cost-based approach to pricing
  • Value-based approach to pricing
  • Total Economic Value of the product
  • Determining price using price skeleton

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29 Novembro 2021, 18:00 • Rita Sousa

Topics covered:

  • Market map
  • General approach to the choice of customers
  • Segmentation approaches: a priori segmentation and needs-based segmentation
  • Target marketing
  • Positioning: POD and POP
  • Perceptual maps

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25 Novembro 2021, 18:00 • Rita Sousa

Topics covered:

  • The rational of industry analysis
  • Aggregate Market Factors
    • Market Size
    • Market Change
    • Product Life Cycle
    • Cyclisity
    • Seasonality
    • Profitability
  • Porter's Five Force
  • Competitor Analysis
    • Defining competitors
    • Market characteristics of the competitors
    • Competitive advantage

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24 Novembro 2021, 18:00 • Rita Sousa

Topics covered:

  • Globalization 3.0
  • Strategic choices for growth: intensive, integrative and divesification growth approaches
  • Organic growth vs growth with acquisitions
  • Rule of disequuilibrium
  • International Marketing Management functions
  • Operational effectiveness vs strategic positioning