Strategic Marketing (2 º Sem 2016/2017)

Company Strategy and Building Customer Relationships

- Strategic planning vs. marketing planning;
- Marketing strategy;
- Marketing plan.

Market Analysis

- Consumer markets;
- Business markets;
- Analysis of competition and competitive strategies.

Marketing Strategy

- Identification of market segments and targets selection;
- Marketing strategy to differentiate and position the offer;
- Marketing strategy for new products development;
- Marketing strategy and the product life-cycle;
- Internationalization and the global market;
- Sustainable marketing: Social responsibility and ethics.