Sumários

Marketing Environment

12 Outubro 2015, 16:00 • Joanna Krywalski Santiago

1. Marketing environment.

2. Micro-environment:

- the company,

- suppliers,

- marketing intermediaries,

- customer markets,

- competitors,

- publics.

3. Macro-environment (PESTEL)

4. SONY case study

Marketing Environment

12 Outubro 2015, 14:00 • Joanna Krywalski Santiago

1. Marketing environment.

2. Micro-environment:

- the company,

- suppliers,

- marketing intermediaries,

- customer markets,

- competitors,

- publics.

3. Macro-environment (PESTEL)

4. SONY case study

Marketing Information Systems

7 Outubro 2015, 15:30 • Joanna Krywalski Santiago

1. Marketing Information and Customer Insights.

2. Marketing Information Systems (MIS)

3. Assessing Marketing Information Needs.

4. Developing Marketing Information: sources of information.

5. Internal databases.

6. Marketing intelligence.

7. Marketing research.

8. Steps in the Marketing Research Process

9. Defining the Problem and Research Objectives

- Exploratory research,

- Descriptive research,

- Casual research.

10. Developing the Research Plan

11. Secondary and primary data.

12. Advantages and disadvantages of secondary data.

13. Decisions to take while getting the primary data.

14. Observational research.

15. Ethnographic research.

16. Survey research.

17. Experimental research.

18. Contact methods.

19. Focus groups.