Sumários
Products, services, and brands: building customer value
10 Outubro 2022, 15:00 • Sara Gonçalves
Product and the major classifications
of products and services.
The decisions companies make regarding their individual products and services, product lines, and product mixes.
The four characteristics that affect the marketing of services and the additional marketing considerations that services require.
Branding strategy—the decisions companies make
in building and managing their brands.
Marketing Information System
6 Outubro 2022, 15:30 • Sara Gonçalves
Case study development and discussion.
Marketing Information System
3 Outubro 2022, 15:00 • Sara Gonçalves
The importance of information in gaining insights about the marketplace and customers.
The marketing information system and discuss its parts.
The role of marketing research and the steps in the marketing research process. How companies analyze and use marketing information.
The special issues some marketing researchers face, including public policy and ethics issues.
Group assignment
29 Setembro 2022, 15:30 • Sara Gonçalves
Explanation of the final assignment goals, tasks, and deadlines.
Analyzing the marketing environment
26 Setembro 2022, 15:00 • Sara Gonçalves
How changes in the demographic and economic environments affect marketing decisions.
The major trends in the firm’s natural and technological environments.
The key changes in the political and cultural environments.
How companies can react to the marketing environment.
Quiz.