Sumários
Product, Services, and Brands: Building Customer Value - part I
24 Outubro 2014, 13:30 • Joanna Krywalski Santiago
1. Product, Services, and Experiences
2. Levels of Product and Services
3. Product and Service Classifications
4. Product and Services Decisions
5. Branding
Cases used: Bugatti toaster, Brands&Logos
Small groups assignment
23 Outubro 2014, 13:30 • Joanna Krywalski Santiago
Work in group: introduction, objectives and questionnaire design
Small groups assignment
20 Outubro 2014, 17:00 • Joanna Krywalski Santiago
Work in group: introduction, objectives and questionnaire design
Managing Marketing Information to Gain Customer Insights: part III
17 Outubro 2014, 15:30 • Joanna Krywalski Santiago
1. Online contact methods in marketing research.
2. Sampling plan. What consists of a good sample?
3. Types of samples.
4. Questionnaires as a research instrument.
5. An example of the questionnaire.
6. Closed-end and open-end questions.
7. Mechanical devices in marketing.
8. Neuromarketing.
9. Implementing the research plan.
10. Customer Relationship Management.
11. Customer touchpoints.
12. Information distribution: Intranet and Extranet.
13. Marketing research in small business and international research.
14. Public policy and ethics.
15. Questions.
16. Questionnaire - examples.
Managing Marketing Information to Gain Customer Insights: part III
17 Outubro 2014, 13:30 • Joanna Krywalski Santiago
1. Online contact methods in marketing research.
2. Sampling plan. What consists of a good sample?
3. Types of samples.
4. Questionnaires as a research instrument.
5. An example of the questionnaire.
6. Closed-end and open-end questions.
7. Mechanical devices in marketing.
8. Neuromarketing.
9. Implementing the research plan.
10. Customer Relationship Management.
11. Customer touchpoints.
12. Information distribution: Intranet and Extranet.
13. Marketing research in small business and international research.
14. Public policy and ethics.
15. Questions.
16. Questionnaire - examples.