CREATING VALUE FOR THE COSTUMER: KNOWING, MEASURING AND MANAGING

1h Program Opening
7h Consumer Behaviour and Targeting: Opportunities and Challenges
14h Market Analysis to Marketing Plan
7h Marketing Research: In search of Consumer Insights
3,5h Ethnography in Marketing
3,5h Neuromarketing Relacional - Empresa
3,5h Company Interaction: Innovative Insights in Consumer Behavior
3,5h Evaluation Module - Simulation "Managing Segments and Customers"

BRAND MANAGEMENT: TRANSITIONING FROM TRADITIONAL COMMUNICATION TO DIGITAL

3,5h Brand Management
3,5h Marketing Communication: The Strategic Vision
3,5h Below the Line Communication: Trade Promotions
3,5h Brand Activation at the Point of Sale
3,5h Managing Customer Relationships
7h Digital Marketing
3,5h Mobile Marketing
3,5h Company Interaction: Innovative Insights In Branding and Communication
3,5h Evaluation Module - Brand and Communications Management

MANAGEMENT AND PRODUCT DIFFERENTIATION: NEGOTIATE, DISTRIBUTE AND INTERACT

10,5h Commercial and Marketing Metrics
7h Marketing of Services: Quality and Customer Relations
3,5h Negotiating to Create Value
3h Final Project - Coaching
3,5h Management of Commercial Teams
3,5h Communication Skills
3,5h Distribution Channels Management
3,5h Product Portfolio Management
3,5h B2B Marketing: Customer Management and Opportunities
3,5h Company Interaction: Innovative Insights in Distribution

FINAL SEMINAR

3,5h Marketing and the Economical Cycles: New Challenges
3,5h Delivery and Presentation of the Course Project

Contacts

Executive Education - Open Programs

Patrícia Rodrigues

E-mail: prodrigues@ucp.pt

Phone: (+351) 217 214 220

 

 

Testimonial

Patrícia Cecílio

Marketing
Novo Banco
Programa Avançado de Marketing para Executivos
"The Advanced Executive Program in Marketing has confirmed the CATÓLICA-LISBON's reputation for excellence."