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Presentation
Presentation
This course aims to help students using marketing concepts, tools and principles in the understanding, description and explanation of relevant market behaviors - consumers, competitors and technology. The curricular unit is designed to give specific attention to the methods and techniques of qualitative and quantitative nature that support the identification, measurement and control of nuclear variables qualification orientation to the market organisations as support implementing processes of development of new concepts and Products of success.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 4
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULHT168-5029
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
1. Introduction to market research: generic concepts 1.1. Definition of market studies. Its importance. applications 1.2. Application areas of market studies 1.2.1. Product|Packaging|Price|Distribution|Advertising and promotional actions 2. Typology of Market Studies 2.1 Qualitative studies: Qualitative data collection methods: Focus Group and Personal Interviews 2.2 Quantitative studies: Design of quantitative studies: Design and application of questionnaires. 3. Consumer trends and Cool Hunting exercises : consumer personas 4. New trends in Market Studies a) Study the consumer in the age of the social internet (Behavioral advertising, web analytics, ratings, groups and forums b) When consumers collect their data (self-reports, storytelling, blogging) c) our body also speaks ( EEG, fMRI, Eys Tracking, Face Reading, GSR ( Galvanic Skin reponse 5. Emerging applications of market studies (exercises and case studies)
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Objectives
Objectives
This UC is designed to give specific attention to the methods and techniques of qualitative and quantitative nature that support the identification, measurement and control of nuclear variables qualification orientation to the market organisations as support implementing processes of development of new concepts and Products of success. Understand the frame of reference and utility strategic knowledge and forecast market behaviour; Familiarize yourself with several of the most common methodologies applied in obtaining and analysing information markets, with a view to their understanding and domain. Acquire sufficient capacity to develop technical skills for your specific implementation under the management of innovation, understanding, description and explanation; Recognise managerial/decision-making situation with high market Orientation requirement, clarify and adopt appropriate strategies for carcasses to overcome.
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Teaching methodologies and assessment
Teaching methodologies and assessment
Intensive use of the case study method and marketing simulator for research
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References
References
[ AAKER, David A., LEONE, Robert, S. Day GEORGE e KUMAR, V. - Marketing Research. 10ªedição. JOHN WILEY AND SONS LTD, 2009. 9780470317259 LOPES, José Luis Pessôa - Fundamental dos Estudos de Mercado. Lisboa: Edições Sílabo, 2007. 9789726186137 MALHOTRA, Naresh K., SPSS Inc - Marketing Research: An Applied Orientation. 6ª edição, Prentice Hall, 9780136094234 OLIVEIRA, A. Machado - Planear Globalmente, Conhecer Localmente. Os Estudos de Mercado num Contexto Global. In Gestão e Estratégia. Desafios da Globalização, Vol. 2, pp. 187 - 230. Escolar Editora
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Office Hours
Office Hours
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Mobility
Mobility
No
