ADM4015 - Marketing

Credit hours

In-class work
per week
per week
15 weeks
120 hours

Eduardo Eugenio Spers
Hermes Moretti Ribeiro da Silva

Stimulate discussion and researches aiming to introduce new concepts and ideas that may improve Marketing theoretical framework.

Evolution of Marketing Knowledge - Market-Driven Organizations - Information System and Marketing Research - Consumer Behavior - Marketing Management - Retail - Marketing Metrics - Scientific Research Topics in Marketing.

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BRAKUS, J.J.; SCHMITT, B.H.; ZARANTONELLO, L. Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, v. 73(3), p.52-68, 2009.
CHURCHILL Jr., Gilbert A.; PETER, J. Paul. Marketing: criando valor para os clientes. São Paulo: Saraiva, 2005.
DEIGHTON, J. The territory of consumer research: Walking the fences. Journal of Consumer Research, v. 34(3), p. 1-4, 2007.
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NAMBISAN, S.; BARON, R.A. Virtual customer environments: testing a model of voluntary participation in value co-creation activities. Journal of Product Innovation Management, v. 26, n. 4, p. 388-406, July 2009.
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