Based on an applied methodology, the aim is to analyze up to 30 business cases, discussed in detail every semester with professors specialized in each case and market executives. Many of these cases are exclusive, developed by FGV EAESP professors on Brazilian companies. Throughout the course, students will be able to apply many of the concepts acquired in other subjects to discuss decision-making options and propose solutions for real business situations, broadening the connection between theory and practice.

ESSENTIAL TOPICS: Application of the basic concepts of business strategy; Relationship between marketing strategy and business strategy; Integration of marketing compound decisions with the defined strategy; Application of the concepts of segmentation, targeting and positioning in the day-to-day running of organizations; Analysis of marketing decision-making in the different B2C and B2B business environments.