Gestão de Marca & Crise de Imagem from Coursera

What's inside

Syllabus

MÓDULO 1 - Marca Contemporânea - Uma potência fragilizada.

Conceito de marca, evolução das marcas, aumento da força das marcas, empoderamento da sociedade, fragilidades da marca.

Módulo 2 - fundamentos da gestão de crise

Neste módulo serão aprensados os Fundamentos da Gestão de Crise, o aluno irá conhecer e compreender o conceito de crise de imagem de marca, além de conhecer as principais causas que levavam as crises de marca de algumas empresas e ao final do módulo, deve estar sensibilizado com as diferentes causas das crises de imagem de marca.

Módulo 3 - Os 3 tempos da gestão de crise de marca

Neste módulo será apresentado aos 3 tempos da gestão de crise de marca. E ao concluir o módulo os participantes deverão ser capazes de desenhar um plano básico de prevenção, gestão e recuperação, conhecer e aplicar o conceito de considerando a auditoria de fragilidades, estruturar as atividades de um comitê de crise e planejar um plano de recuperação de marca.

Módulo 4 - Fundamentos da Comunicação e Comunicação de crise

O módulo de "Fundamentos da Comunicação e Comunicação de crise" irá apresentar ao aluno os principais conceitos de comunicação integrada de marca. E ao fim deste módulo o aluno deverá ser capaz de compreender a importância da preparação de porta vozes e estar mais familiarizado com as mudanças do processo de comunicação.

Módulo 5 - Uso do sistema de informação de marketing na gestão de crise

O aluno irá ter contato, neste módulo, com os principais conceitos de sistema de informação de marketing. Ao concluir o módulo, o estudante deverá ser capaz de reconhecer o uso da informação de diferentes fontes nos momentos de prevenção, gestão e recuperação da crise. Vai adquirir a capacidade de ser mais crítico quanto ao uso da informação para tomada de decisão e irá compreender sobre a importância da tomada de decisão de posse da informação.

Módulo 6 - Aprendizados e Checklist

O último módulo do curso foi estruturado para citar todos os aprendizados adquiridos no curso e realizar um checklist da tomada de decisão.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Desenvolve conceitos fundamentais de gestão de crise de marca, como definição e causas

Explica os estágios da gestão de crise de marca, incluindo prevenção, gestão e recuperação

Ensina fundamentos de comunicação e comunicação de crise, essenciais para a gestão de crises de marca

Utiliza um sistema de informação de marketing para auxiliar na tomada de decisão durante crises de marca

Oferece um plano de ação para prevenção, gestão e recuperação de crises de marca

Reviews summary

Highly rated course on brand and image crisis management

This course has received overwhelmingly positive reviews, with students praising its clear explanations, engaging content, and knowledgeable instructor. Students found the course to be well-structured and informative, providing valuable insights into brand management and crisis communication. Overall, this course is highly recommended for those seeking to enhance their understanding of these topics.

Comprehensive and thorough exploration of topics

"Conteúdo excelente e o prof. Alexandre é bem didático."

Knowledgeable, engaging, and accessible

"Excelente professor ! Conteúdo muito produtivo."

Applicable to real-world situations

"Muito obrigado, do México"

Relevant case studies and real-world applications

"Curso com conteúdo claro e esclarecedor ... passado de forma leve."

Well-organized and easy to understand

"Explicações muito claras! Contúdo excelente!"

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Gestão de Marca & Crise de Imagem with these activities:

Revise os Conceitos Fundamentais de Marca

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Recordar os conceitos fundamentais da teoria de marca fortalecerá sua compreensão do restante do material do curso.

Browse courses on Marketing

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Releia capítulos de um livro introdutório de marketing que cubra marca.
Faça simulados de teste sobre conceitos de marca.
Participe de fóruns de discussão online sobre marcas.

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Career center

Learners who complete Gestão de Marca & Crise de Imagem will develop knowledge and skills that may be useful to these careers:

Brand Manager

A Brand Manager is the person responsible for a brand's health and success. They plan marketing campaigns, develop brand strategies, and work to enhance the brand's overall image. They must be able to understand the target audience and the competitive landscape. The course Gestão de Marca & Crise de Imagem can help Brand Managers understand the key concepts of branding, marketing information systems, and crisis management. It can also help them develop the skills necessary to plan and execute successful marketing campaigns.

See salaries and explore the career path for Brand Manager

Marketing Manager

A Marketing Manager is responsible for the development and execution of marketing campaigns. They work with other departments within the company to ensure that marketing efforts are aligned with the company's overall goals. They must be able to understand the target audience and the competitive landscape. The course Gestão de Marca & Crise de Imagem can help Marketing Managers understand the key concepts of branding, marketing information systems, and crisis management. It can also help them develop the skills necessary to plan and execute successful marketing campaigns.

See salaries and explore the career path for Marketing Manager

Public relations manager

A Public Relations Manager is responsible for managing the company's public image. They work with the media, customers, and other stakeholders to promote the company's reputation. They must be able to communicate effectively with a variety of audiences. The course Gestão de Marca & Crise de Imagem can help Public Relations Managers understand the key concepts of branding, marketing information systems, and crisis management. It can also help them develop the skills necessary to manage the company's public image effectively.

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Advertising Manager

An Advertising Manager is responsible for the development and execution of advertising campaigns. They work with other departments within the company to ensure that advertising efforts are aligned with the company's overall goals. They must be able to understand the target audience and the competitive landscape. The course Gestão de Marca & Crise de Imagem can help Advertising Managers understand the key concepts of branding, marketing information systems, and crisis management. It can also help them develop the skills necessary to plan and execute successful advertising campaigns.

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Digital Marketing Manager

A Digital Marketing Manager is responsible for the development and execution of digital marketing campaigns. They work with other departments within the company to ensure that digital marketing efforts are aligned with the company's overall goals. They must be able to understand the target audience and the competitive landscape. The course Gestão de Marca & Crise de Imagem can help Digital Marketing Managers understand the key concepts of branding, marketing information systems, and crisis management. It can also help them develop the skills necessary to plan and execute successful digital marketing campaigns.

See salaries and explore the career path for Digital Marketing Manager

Social Media Manager

A Social Media Manager is responsible for the development and execution of social media campaigns. They work with other departments within the company to ensure that social media efforts are aligned with the company's overall goals. They must be able to understand the target audience and the competitive landscape. The course Gestão de Marca & Crise de Imagem can help Social Media Managers understand the key concepts of branding, marketing information systems, and crisis management. It can also help them develop the skills necessary to plan and execute successful social media campaigns.

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Content Marketing Manager

A Content Marketing Manager is responsible for the development and execution of content marketing campaigns. They work with other departments within the company to ensure that content marketing efforts are aligned with the company's overall goals. They must be able to understand the target audience and the competitive landscape. The course Gestão de Marca & Crise de Imagem can help Content Marketing Managers understand the key concepts of branding, marketing information systems, and crisis management. It can also help them develop the skills necessary to plan and execute successful content marketing campaigns.

See salaries and explore the career path for Content Marketing Manager

Product Marketing Manager

A Product Marketing Manager is responsible for the development and execution of product marketing campaigns. They work with other departments within the company to ensure that product marketing efforts are aligned with the company's overall goals. They must be able to understand the target audience and the competitive landscape. The course Gestão de Marca & Crise de Imagem can help Product Marketing Managers understand the key concepts of branding, marketing information systems, and crisis management. It can also help them develop the skills necessary to plan and execute successful product marketing campaigns.

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Market Research Analyst

A Market Research Analyst is responsible for collecting and analyzing data about the target audience and the competitive landscape. They use this data to help companies make informed decisions about their marketing strategies. The course Gestão de Marca & Crise de Imagem can help Market Research Analysts understand the key concepts of branding, marketing information systems, and crisis management. It can also help them develop the skills necessary to collect and analyze data effectively.

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Media Planner

A Media Planner is responsible for the development and execution of media plans. They work with other departments within the company to ensure that media planning efforts are aligned with the company's overall goals. They must be able to understand the target audience and the competitive landscape. The course Gestão de Marca & Crise de Imagem can help Media Planners understand the key concepts of branding, marketing information systems, and crisis management. It can also help them develop the skills necessary to plan and execute successful media plans.

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Copywriter

A Copywriter is responsible for writing copy for a variety of marketing materials. They must be able to write clear, concise, and persuasive copy that appeals to the target audience. The course Gestão de Marca & Crise de Imagem can help Copywriters understand the key concepts of branding, marketing information systems, and crisis management. It can also help them develop the skills necessary to write effective copy.

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Graphic designer

A Graphic Designer is responsible for creating visual content for a variety of marketing materials. They must be able to create visually appealing designs that communicate the company's message effectively. The course Gestão de Marca & Crise de Imagem can help Graphic Designers understand the key concepts of branding, marketing information systems, and crisis management. It can also help them develop the skills necessary to create effective visual content.

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Web Developer

A Web Developer is responsible for the development and maintenance of websites. They must be able to create websites that are both visually appealing and user-friendly. The course Gestão de Marca & Crise de Imagem may be useful for Web Developers who want to learn more about the key concepts of branding and marketing information systems. It can also help them develop the skills necessary to create websites that are effective at communicating the company's message.

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Data Analyst

A Data Analyst is responsible for collecting, analyzing, and interpreting data. They use this data to help companies make informed decisions about their marketing strategies. The course Gestão de Marca & Crise de Imagem may be useful for Data Analysts who want to learn more about the key concepts of branding and marketing information systems. It can also help them develop the skills necessary to collect and analyze data effectively.

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Business Analyst

A Business Analyst is responsible for analyzing business processes and recommending improvements. They use their knowledge of business and technology to help companies improve their efficiency and effectiveness. The course Gestão de Marca & Crise de Imagem may be useful for Business Analysts who want to learn more about the key concepts of branding and marketing information systems. It can also help them develop the skills necessary to analyze business processes effectively.

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