Sumários
Pricing: understanding and capturing customer value I
17 Novembro 2014, 17:00 • Joanna Krywalski Santiago
1. What is price?
2. Major Pricing Strategies
3. Customer value-based pricing (everyday low pricing, high-low pricing)
4. Cost-based pricing (cost-plus, break-even analysis)
5. Competition-based pricing
Advertising and Public Relations
14 Novembro 2014, 15:30 • Joanna Krywalski Santiago
1. Advertising decisions
2. Evaluating advertising effectiveness and the return on advertising investment
3. Organizing for advertising
4. International advertising decisions
5. Public relations
6. The role and impact of PR
7. Major public relations tools
8. Red Bull case study
Advertising and Public Relations
14 Novembro 2014, 13:30 • Joanna Krywalski Santiago
1. Advertising decisions
2. Evaluating advertising effectiveness and the return on advertising investment
3. Organizing for advertising
4. International advertising decisions
5. Public relations
6. The role and impact of PR
7. Major public relations tools
8. Red Bull case study
Advertising – part II
13 Novembro 2014, 13:30 • Joanna Krywalski Santiago
1. Advertising - the main definition
2. Brief history of Advertising
3. Setting Advertising Objectives
4. Setting the Advertising Budget
5. Developing Advertising Strategy
6. Creating the Message
7. Consumer Generated Messages
8. Selecting Advertising Media
9. Narrowcasting