Sumários
Targeting and adapting relationship marketing strategies: engagement process, VR, AR, AI technologies
27 Fevereiro 2023, 09:30 • Rita Sousa
Targeting and adapting relationship marketing strategies: engagement process, VR, AR, AI technologies
Best Practices on how to target and adapt RM strategies
Market Orientation: definition, drivers & outcomes: examples Amazon, IKEA, Starbucks, Hims
Customer Engagement
The Five Steps of Engagement
Relationship marketing and technologies: AR/MR/VR and the Reality, Examples: VR experience "Curious Alice" and AR Cocktails by Mirage by City Social"
Artificial intelligence and relationship marketing: Spotify and Netflix, ChatGPT
Teamwork: case study co-branding
17 Fevereiro 2023, 14:30 • Rita Sousa
Teamwork: case study co-branding
Groups work on their own project for learning unity.
Building and maintaining strong relationships: brand love, brand coolness
17 Fevereiro 2023, 13:00 • Rita Sousa
Building and maintaining strong relationships: brand love, brand coolness
How to Build and Maintain Strong Customer Relationships
Brand love conceptualization
Relationship Investment model
Identification, connection, attachment, commitment
Love versus hate
Brand coolness
10 dimensions: iconic, original, authentic, rebellious, high-status, popular, aesthetic appealing, exciting, exciting, exceptional
Teamwork: case study co-branding
16 Fevereiro 2023, 11:00 • Rita Sousa
Teamwork: case study co-branding
Groups work on their own project for learning unity.
Building and maintaining strong relationships: brand love, brand coolness
16 Fevereiro 2023, 09:30 • Rita Sousa
Building and maintaining strong relationships: brand love, brand coolness
How to Build and Maintain Strong Customer Relationships
Brand love conceptualization
Relationship Investment model
Identification, connection, attachment, commitment
Love versus hate
Brand coolness
10 dimensions: iconic, original, authentic, rebellious, high-status, popular, aesthetic appealing, exciting, exciting, exceptional