Sumários

26 Setembro 2014, 15:30 • Joanna Krywalski Santiago

1. Amazon.com case

2. Definition of marketing by Philip Kotler

3. Five-step model of the marketing process.

4. Customer needs, wants and demands.

5. Marketing myopia.

6. Understanding the marketplace (exchange, the market model, etc.).

7. Designing a Customer-Driven Marketing Strategy (definition, the main questions, examples).

8. Market segmentation and target marketing.

9. Brand's value proposition (what is a brand, brand equity, examples).

10. Marketing management orientations ( production, product, selling, marketing, and societal marketing).

11. The marketing mix and integrated marketing program.

Cases used:

1) What decisions do you need to take if your task is to sell 100 white T-shirts till tomorrow (unit cost: 2,5€)?

2) Creating and introducing new product (steps and decisions).

3) Examples of target marketing.

4) Why is brand equity so important? - examples.

25 Setembro 2014, 13:30 • 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.

22 Setembro 2014, 17:00 • Joanna Krywalski Santiago