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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.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
3 | Optional | Português
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Code
Code
ULHT24-1-22983
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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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;
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Objectives
Objectives
This subject allows 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.
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Teaching methodologies and assessment
Teaching methodologies and assessment
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. In classes, group work is also privileged, in order to develop skills, both individual and social. The evaluation process is continuous, in order to regularly assess the acquisition of these skills. Frequency assessment: assignment 1 (10%) + assignment 2 (20%) + test or final written assignment (50%) + frequency/participation (20%).
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References
References
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. LOPES, J.L. (2011). Fundamental dos Estudos de Mercado. Lisboa: Edições Sílabo. POSNER, H. (2016). Marketing de Moda. Barcelona: Editorial Gustavo Gili
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Office Hours
Office Hours
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Mobility
Mobility
No
