Market Studies
- Details
- Category: Discipline
- Não
- 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 discipline 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.
- Semestral
Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.
Exemplo:
Descrição
Data limite
Ponderação
Teste de avaliação
dd-mm-yyyy
45%
Projeto de Pesquisa de Mercado
dd-mm-yyyy
45%
Participação
10%
Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...
- Introduction to market research: general concepts Definition of market studies. Their importance. Application areas of market research Product Packing Price Distribution Advertising and promotional activities Studies of notoriety, image and consumer Types of Market Research Objectives and Techniques (advantages and limitations) of Qualitative Research Objectives and Techniques (advantages and limitations) of the Quantitative Research Types and sources of information Stages of a Market Study The briefing Preparing and submitting the proposal The definition of the research problem Addressing the Problem Research project Fieldwork Methods and Techniques of Analysis, Classification and Treatment Data 5 Emerging Applications Market Research (exercises and case studies)
- 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.
- Mandatory
- Active methodologies according to the students’ profile.
- Português
- [ 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
- 4
- 0
- 5
- 2
- IPLUSO6066-5029
- Market Studies
- 5029
- 6066
- Digital Marketing
