Basic concepts and organizational issues

22 Setembro 2014, 15:00 • Joanna Krywalski Santiago

1. Organizational issues

2. The evaluation process (mid-exam, group work, written exam; dates; percentages, etc.)

3. What is marketing? (a debate about students' perceptions)

4. The brief history of marketing (the marketing eras, industrial period, first departments stores).

5. Marketing fields

5.1. Commercial marketing (Coca-Cola case)

5.2. Place marketing (Lisbon and Paris case)

5.3. Person marketing (Paris Hilton and Kardashian's case)

5.4. Social marketing (AIDS, obesity campaigns, ice-bucklet challenge)

5.5. Political marketing (Hilary Clinton, political parties)

6. Marketing visionaries (Steve Jobs, Ingvar Kaprad, Walt Disney, Jeff Bazos, Bill Gates)

7. Critics of marketing

8. Group work.

 

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