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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

Duarte Pereira

Direcção de Retenção e Marketing, Eurest Portugal
Programa Avançado de Marketing para Executivos
"The Advanced Executive Program in Marketing completely opened my horizonts and gave me lots of new ideas for the development of new strategies to apply in my job."