Programa

Strategic Marketing

Licenciatura Bolonha em Gestão

Programa

1. Company Strategy and Building Customer Relationships 1.1 Strategic planning vs. marketing planning 1.2 Marketing strategy 1.3 Marketing plan 2. Market Analysis 2.1 Consumer markets 2.2. Business markets 2.3. Analysis of competition and competitive strategies 3. Marketing Strategy 3.1 Identification of market segments and targets selection 3.2 Marketing strategy to differentiate and position the offer 3.3 Marketing strategy for new product development 3.4 Marketing mix strategy and the product life-cycle 3.5 Internationalization and the global market 3.6 Sustainable marketing: Social responsibility and ethics