A MARCA E O CONSUMIDOR KNN IDIOMAS ANDRADAS

Abstract

The Integrated Project (PI) of the marketing course proposed an analysis of the positioning of a real company, and the perception of consumers in relation to it. The title of the project is “THE BRAND AND THE CONSUMER”, and in it we must apply the knowledge acquired during the initial classes of the marketing course, focusing on the two main modules seen, namely: CONSUMER BEHAVIOR; and BRAND AND POSITION MANAGEMENT, thus encompassing the theme of the IP. The main task of the INTEGRATED PROJECT is to put into practice the knowledge acquired in class, thus bringing a real experience of a portion of a marketer's daily life, such as business analysis, strategic planning, customer and market research, market analysis. competitors, among many other essential tasks for effective marketing planning. As all practical work has its difficulties, integrated work requires the student to move away from the passive condition of just receiving content, and to apply it cohesively in the project, and as the analysis is done from a real company with active consumers, the work does not work. it is based only on hypotheses and ideals, but on concrete data, analysis and research