Programa

Strategic Marketing

Licenciatura Bolonha em Gestão

Programa

- Value and Strategy (marketing and construction of the value; marketing plan Vs strategic plan; marketing plan); - Market Analysis (consumers; the organizational market; industry and competition analysis; market segments identification and of targets selection); - The Marketing Strategy (marketing strategy to differentiate and to locate offers; marketing mix strategy during the cycle of life of the product; internationalization process and offers in the global market); - The E- Commerce (implications of e-business in marketing); - Management of the Marketing Organization (trends of marketing practice; social responsibility in the marketing function).