Guia docente 2023_24 Facultade de Ciencias Empresariais e Turismo

Contents

Topic	Sub-topic
1. Introduction to marketing	1.1. Definition and marketing concept 1.2. Focus on the customer and loyalty management
2. Marketing planning	2.1. The strategic marketing plan 2.2. Marketing Strategies
3. Potential market, demand and market share	(*)2.1.Definition. Market concept 2.2. Potential market 2.3. Market share ratios
4. Marketing research	4.1 Introduction 4.2. SIM 4.3. Marketing research
5. Consumer behavior	5.1 Concept 5.2 Influencing factors 5.3 Consumer behavior process
6. Market segmentation and positioning	5.1. Segmentation 5.2. Segmentation process and positioning strategies