Curso:
Pós-Graduação em Análise e Gestão de Informação
Unidade curricular:
Engenharia de Marketing
Semestre:
Primavera
Número de créditos:
7,5
Número de horas de aula por semana:
2
Objetivos da unidade curricular:
1. Define Marketing Engineering and Analytics and its core building blocks, namely market response models
2. Gain understanding of customers and customer groups
3. Describe the techniques of customer segmentation and targeting
4. Understand how companies can succeed in competitive markets via differentation and positioning of their offers
5. Use techniques to firecast new and existing products
6. Know approaches to enhance the new product development process using data and analytics
7. Perform marketing budgeting, resource allocation, communication, promotion and pricing decisions
8. Focus on concepts and decision tools for online advertising
Requisitos de frequência:
This course is tailored for students enrolled in MIS or Marketing programmes at the Master level.
Língua de ensino:
Português. Em caso de existirem alunos ou professores estrangeiros, as aulas serão dadas em Inglês.