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Class Market and Consumer Research

  • Presentation

    Presentation

    Market and Consumer Research curricular unit intends to promote the acquisition of knowledge and competences, that will allow students to improve their knowledge about fashion market concept, its structure and segmentation, and also distinguish market research typology and know how to carry out different types of market research, applied within the framework of fashion marketing strategy, critically analyze data from market studies, as well as understand their relevance.

  • Code

    Code

    ULHT6277-22983
  • Syllabus

    Syllabus

    The marketing environment: internal analysis, external analysis.The fashion market: market concept; structure and segmentation. Definition of consumer behavior. Buying process. Consumers as decision makers. Definition of the brand concept and its insertion in the fashion market. Selection and characterization of the target audience (demographic, geographic, behavioral and psychographic criteria); identification of the target audience's lifestyle and brand positioning in the fashion market. The Market ando Consumer Study: Conception of a market study. What is a market study. Role of market studies. How to do market research. Market Study applied to Fashion; Quantitative studies; Qualitative studies. Observation of the fashion market; Comparative purchase (LFL like for like); Hidden purchase. Innovation and trends in the fashion market.

     

     

  • Objectives

    Objectives

    Market and Consumer Research curricular unit intends to promote the acquisition of knowledge and competences, that will allow students to improve their knowledge about fashion market concept, its structure and segmentation, and also distinguish market research typology and know how to carry out different types of market research, applied within the framework of fashion marketing strategy, critically analyze data from market studies, as well as understand their relevance. It also provides the conceptual framework that will allow students to know the structure of fashion business in digital context. 

     

  • Teaching methodologies and assessment

    Teaching methodologies and assessment

    Methods and techniques used: expository-dialogical method; group discussion techniques. Through the expository-dialogical method, the presentation of the syllabus is privileged, and a space for dialogue with students is created, based on the analysis of practical cases, within which they share their reflections on the topics covered. The evaluation process is continuous, in order to regularly assess the acquisition of these skills. Frequency assessment: assignment 1 (20%) + assignment 2 (20%) + test or final written assignment (60%). Work evaluation criteria: application of the contents covered (70%); research (20%), presentation (10%). Students who do not meet deadlines for submission of work are penalized in the evaluation of the same in to -2 points until 24h and a plus -1 until 48h, after these deadline no submission allowed.

     

  • References

    References

    • AGIS, D.; BESSA, D.; GOUVEIA, J.; VAZ, P. (2010), Vestindo o Futuro: Microtendências para as Indústrias Têxtil, Vestuário e Moda até 2020. VN.Famalicão: ATP. BAUDRILLARD, J.(s/d). A Sociedade de consumo, Lisboa: Edições 70. BURNS, l.; MULLET, K..; BRYANT, N. (2011), The Business of Fashion -Designing, Manufacturing and Marketing, 4th Edition. UK:Berg Publishers.DIAZ SOLOAGA, P. (2014). Comunicación y gestión de marcas de moda. Barcelona: Editorial Gustavo Gili.DILLON, S. (2012). Princípios de Gestão de negócios de Moda. Barcelona: Editorial Gustavo Gili.KEISER, S.; ARNER, M. (2007), Beyond Design, The Synergy of Apparel Product Development, UK: Berg Publishers.MCDANIEL, C. & GATES, R. (2008). Marketing Research Essentials, Wiley. ISBN: 978-0-470-13198-5
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