Publication in the Diário da República: Despacho n.º 11340/2012
5 ECTS; 1º Ano, 2º Semestre, 30,0 T + 15,0 PL + 2,50 OT , Cód. 9054412.
Lecturer
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
Identify all the particularities of global and integrated analysis of target audiences and all its influencing variables, which is crucial to develop products, brands, goods and services and respective positioning strategies.
Program
Consumer analysis - Internal data; other audiences; segmentation; communication strategies applied to targets; shopping and usage habits - feelings involved; brand image - brand relationships; competitors image; degree of involvement; relationship with the category; shopping habits.
Evaluation Methodology
Final assignment: The selection of a global communication strategy based on the study of a specific target (100%)
Bibliography
- Kapferer, J. (2003). As Marcas, Capital da Empresa: Criar e Desenvolver Marcas Fortes. Porto Alegre: Bookman
Teaching Method
Theoretical/practical sessions including applied exercises.
Software used in class
