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Gustavo Carvalho,
Fabiano Castello,
Artur Vilas Boas,
and
Rodolfo Rocha
Nossas boas-vindas ao Curso Marketing e o Consumidor no Ambiente Digital.
Read more
Nossas boas-vindas ao Curso Marketing e o Consumidor no Ambiente Digital.
Read more
Nossas boas-vindas ao Curso Marketing e o Consumidor no Ambiente Digital.
Neste curso, você aprenderá sobre o papel do marketing no contexto digital. Também serão abordados os principais aspectos que tratam do consumidor no ambiente digital. É importante compreender de que forma os indivíduos passam a organizar sua compra nos ambientes das redes para conhecer as perspectivas futuras da organização em um ambiente cada vez mais digitalizado.
Ao final deste curso, você será capaz de planejar estratégias de marketing digital levando em consideração não só o comportamento do consumidor no ambiente digital, mas também como se beneficiar dos dados para melhorar o marketing nesse ambiente.Este curso é composto por quatro módulos, disponibilizados em semanas de aprendizagem. Cada módulo é composto por vídeos, leituras e testes de verificação de aprendizagem. Ao final de cada módulo, temos uma avaliação de verificação dos conhecimentos.
Estamos muito felizes com sua presença neste curso e esperamos que você tire o máximo de proveito dos conceitos aqui apresentados.
Bons estudos!
Register for this course and see more details by visiting:
OpenCourser.com/course/7yl6ck/marketing
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What's inside
Syllabus
Marketing e o Comportamento do Consumidor Digital
Este módulo irá abordar o processo decisório do consumidor no ambiente online. Isso significa compreender a jornada que o cliente atravessa para chegar até a compra no ambiente virtual. Iremos compreender como a Internet trouxe novas possibilidades para as organizações.
Read more
Syllabus
Marketing e o Comportamento do Consumidor Digital
Este módulo irá abordar o processo decisório do consumidor no ambiente online. Isso significa compreender a jornada que o cliente atravessa para chegar até a compra no ambiente virtual. Iremos compreender como a Internet trouxe novas possibilidades para as organizações.
Read more
Marketing de Performance
Neste módulo, será abordado o processo de mensuração de resultados por meio de ferramentas que apoiam o processo de análise de resultados.
Monitoramento dos KPI's por Meio da Visualização de Dados
Neste módulo, iremos discutir de que forma é possível monitorar KPI’s por meio de visualização de dados utilizando os softwares, como o Python.
Processo de Segmentação por Meio de Clusterização
Neste módulo iremos abordar o processo de segmentação de mercado utilizando a técnica de Cluster.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Ensina a medir resultados com ferramentas de análise, o que é essencial para o marketing digital
Explora o comportamento do consumidor digital, um conhecimento essencial para o marketing digital
Ensina a usar técnicas de visualização de dados para monitorar KPIs, uma habilidade valiosa para o marketing digital
Ensina a segmentar o mercado usando a técnica de clusterização, uma ferramenta valiosa para o marketing digital
Aborda o uso de dados para melhorar o marketing digital, um aspecto crucial para o sucesso no ambiente digital
Ensinado por especialistas renomados em marketing digital, o que garante a qualidade do conteúdo
Save this course
Save Marketing e o Consumidor no Ambiente Digital to your list so you can find it easily later:
Save
Save
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 Marketing e o Consumidor no Ambiente Digital with these
activities:
Review marketing fundamentals
Show steps
This activity will help you solidify your understanding of the core concepts of marketing, setting you up for success in this course.
Browse courses on
Marketing Fundamentals
Show steps
-
Review your notes or textbook from a previous marketing course.
-
Complete practice questions or quizzes to test your understanding of marketing concepts.
-
Read articles or blog posts on current marketing trends.
Volunteer with a Non-Profit Organization
Show steps
Gain practical experience by volunteering with a non-profit organization, applying your knowledge and contributing to a meaningful cause.
Browse courses on
Social Marketing
Show steps
-
Identify and contact non-profit organizations.
-
Inquire about volunteer opportunities.
-
Apply and participate in relevant projects.
Review Consumer Behavior Concepts
Show steps
Review key concepts in consumer behavior to enhance understanding of how consumers make decisions in a digital environment.
Browse courses on
Consumer Behavior
Show steps
-
Read textbook chapters or articles on consumer behavior.
-
Summarize and take notes on key theories and models.
-
Discuss concepts with classmates or colleagues.
14 other activities
Expand to see all activities and additional details
Show all 17 activities
Follow online tutorials on digital marketing tools
Show steps
Becoming familiar with digital marketing tools will enhance your ability to implement effective marketing strategies.
Browse courses on
Digital Marketing Tools
Show steps
-
Identify the digital marketing tools that are most relevant to your interests or career goals.
-
Find online tutorials or courses that teach you how to use these tools.
-
Follow the tutorials and complete the exercises.
Discuss Digital Marketing Trends
Show steps
Engage with peers to exchange ideas and learn about the latest trends in digital marketing, fostering collaboration and expanding your knowledge.
Browse courses on
Digital Marketing Trends
Show steps
-
Join or start a study group.
-
Prepare topics for discussion.
-
Participate in discussions and share insights.
Learn about Digital Marketing Tools
Show steps
Familiarize yourself with popular digital marketing tools and platforms to enhance your understanding of the course material.
Browse courses on
Digital Marketing Tools
Show steps
-
Follow online tutorials on using specific digital marketing tools (e.g., Google Analytics, social media marketing platforms).
-
Explore resources provided by the course instructor or other online sources.
-
Attend webinars or workshops on digital marketing tools.
-
Practice using these tools through hands-on projects or simulations.
Explore Digital Marketing Tools
Show steps
Familiarize yourself with digital marketing tools and strategies through guided tutorials, expanding your practical knowledge and enabling effective campaign planning.
Show steps
-
Identify relevant digital marketing tools.
-
Follow online tutorials or webinars.
-
Practice using the tools and explore their capabilities.
Form a study group with other students in the course
Show steps
Collaborating with peers will help you to understand the material more deeply and identify areas where you need additional support.
Show steps
-
Find other students who are taking the same course and who are interested in forming a study group.
-
Schedule regular meetings to discuss the course material and work on assignments together.
-
Help each other to understand difficult concepts and prepare for exams.
Join a Study Group
Show steps
Enhance your learning by collaborating with peers, discussing course concepts, and providing mutual support.
Show steps
-
Connect with classmates and form a study group.
-
Establish regular meeting times and discussion topics.
-
Prepare for group discussions by reviewing course materials and completing assignments.
-
Actively participate in group discussions, ask questions, and share insights.
-
Summarize your group discussions and reflect on your understanding of the course material.
Analyze Consumer Data Using Python
Show steps
Gain hands-on experience analyzing consumer data using Python, enhancing data interpretation and decision-making skills.
Browse courses on
Data Analysis
Show steps
-
Install Python and necessary libraries.
-
Import and clean consumer data.
-
Apply data analysis techniques using Python.
-
Interpret results and draw insights.
Solve Case Studies on Consumer Behavior
Show steps
Reinforce your understanding of consumer behavior by analyzing real-world case studies and applying the course concepts.
Browse courses on
Consumer Behavior
Show steps
-
Review the course materials on consumer behavior.
-
Find and analyze case studies that demonstrate key concepts (e.g., decision-making process, buyer personas).
-
Identify the consumer insights and marketing implications from the case studies.
-
Summarize your findings and present them to the class or a study group.
Create a Blog Post on Digital Marketing Best Practices
Show steps
Share your knowledge by creating a blog post on digital marketing best practices, reinforcing your understanding and contributing to the online community.
Browse courses on
Content Marketing
Show steps
-
Research and gather insights.
-
Write and edit the blog post.
-
Publish and promote the blog post.
Analyze marketing case studies
Show steps
Analyzing real-world examples of marketing campaigns will help you to develop critical thinking and problem-solving skills.
Browse courses on
Marketing Case Studies
Show steps
-
Find marketing case studies online or in textbooks.
-
Read through the case study and identify the key marketing concepts that were applied.
-
Analyze the results of the marketing campaign and evaluate its effectiveness.
-
Discuss your findings with other students or professionals.
Develop a Digital Marketing Plan
Show steps
Apply course concepts by creating a comprehensive digital marketing plan, enhancing your strategic thinking and planning abilities.
Browse courses on
Marketing Strategy
Show steps
-
Define marketing objectives and target audience.
-
Research and analyze competition and market trends.
-
Develop content and digital marketing strategies.
-
Create a digital marketing budget and timeline.
-
Present and defend the marketing plan.
Volunteer at a marketing or non-profit organization
Show steps
Gaining hands-on experience in the field will supplement your studies and provide you with valuable insights.
Show steps
-
Find marketing or non-profit organizations that are looking for volunteers.
-
Apply for a volunteer position that matches your interests and skills.
-
Attend volunteer training and orientation.
-
Complete your volunteer hours and contribute to the organization's mission.
Develop a marketing plan for a real-world business
Show steps
Applying marketing concepts to a real-world scenario will deepen your understanding and prepare you for success in the field.
Browse courses on
Marketing Plan
Show steps
-
Choose a business or organization that you are familiar with.
-
Conduct market research to understand the target audience, competition, and industry trends.
-
Develop a marketing strategy that outlines your goals, target audience, and tactics.
-
Create a marketing budget and timeline.
-
Present your marketing plan to a group of peers or professionals for feedback.
Develop a Digital Marketing Plan
Show steps
Apply the concepts learned in the course by creating a digital marketing plan for a specific product or service.
Browse courses on
Digital Marketing Plan
Show steps
-
Define the target audience and marketing objectives.
-
Research relevant digital marketing channels.
-
Develop a content strategy and create engaging content.
-
Analyze and track results to optimize the plan.
-
Present the plan to a mentor or industry professional for feedback.
Review marketing fundamentals
Show steps
This activity will help you solidify your understanding of the core concepts of marketing, setting you up for success in this course.
Browse courses on
Marketing Fundamentals
Show steps
Show steps
Show steps
- Review your notes or textbook from a previous marketing course.
- Complete practice questions or quizzes to test your understanding of marketing concepts.
- Read articles or blog posts on current marketing trends.
Volunteer with a Non-Profit Organization
Show steps
Gain practical experience by volunteering with a non-profit organization, applying your knowledge and contributing to a meaningful cause.
Browse courses on
Social Marketing
Show steps
Show steps
Show steps
- Identify and contact non-profit organizations.
- Inquire about volunteer opportunities.
- Apply and participate in relevant projects.
Review Consumer Behavior Concepts
Show steps
Review key concepts in consumer behavior to enhance understanding of how consumers make decisions in a digital environment.
Browse courses on
Consumer Behavior
Show steps
Show steps
Show steps
- Read textbook chapters or articles on consumer behavior.
- Summarize and take notes on key theories and models.
- Discuss concepts with classmates or colleagues.
14 other activities
Expand to see all activities and additional details
Show all 17 activities
Follow online tutorials on digital marketing tools
Show steps
Becoming familiar with digital marketing tools will enhance your ability to implement effective marketing strategies.
Browse courses on
Digital Marketing Tools
Show steps
Show steps
Show steps
- Identify the digital marketing tools that are most relevant to your interests or career goals.
- Find online tutorials or courses that teach you how to use these tools.
- Follow the tutorials and complete the exercises.
Discuss Digital Marketing Trends
Show steps
Engage with peers to exchange ideas and learn about the latest trends in digital marketing, fostering collaboration and expanding your knowledge.
Browse courses on
Digital Marketing Trends
Show steps
Show steps
Show steps
- Join or start a study group.
- Prepare topics for discussion.
- Participate in discussions and share insights.
Learn about Digital Marketing Tools
Show steps
Familiarize yourself with popular digital marketing tools and platforms to enhance your understanding of the course material.
Browse courses on
Digital Marketing Tools
Show steps
Show steps
Show steps
- Follow online tutorials on using specific digital marketing tools (e.g., Google Analytics, social media marketing platforms).
- Explore resources provided by the course instructor or other online sources.
- Attend webinars or workshops on digital marketing tools.
- Practice using these tools through hands-on projects or simulations.
Explore Digital Marketing Tools
Show steps
Familiarize yourself with digital marketing tools and strategies through guided tutorials, expanding your practical knowledge and enabling effective campaign planning.
Show steps
Show steps
Show steps
- Identify relevant digital marketing tools.
- Follow online tutorials or webinars.
- Practice using the tools and explore their capabilities.
Form a study group with other students in the course
Show steps
Collaborating with peers will help you to understand the material more deeply and identify areas where you need additional support.
Show steps
Show steps
Show steps
- Find other students who are taking the same course and who are interested in forming a study group.
- Schedule regular meetings to discuss the course material and work on assignments together.
- Help each other to understand difficult concepts and prepare for exams.
Join a Study Group
Show steps
Enhance your learning by collaborating with peers, discussing course concepts, and providing mutual support.
Show steps
Show steps
Show steps
- Connect with classmates and form a study group.
- Establish regular meeting times and discussion topics.
- Prepare for group discussions by reviewing course materials and completing assignments.
- Actively participate in group discussions, ask questions, and share insights.
- Summarize your group discussions and reflect on your understanding of the course material.
Analyze Consumer Data Using Python
Show steps
Gain hands-on experience analyzing consumer data using Python, enhancing data interpretation and decision-making skills.
Browse courses on
Data Analysis
Show steps
Show steps
Show steps
- Install Python and necessary libraries.
- Import and clean consumer data.
- Apply data analysis techniques using Python.
- Interpret results and draw insights.
Solve Case Studies on Consumer Behavior
Show steps
Reinforce your understanding of consumer behavior by analyzing real-world case studies and applying the course concepts.
Browse courses on
Consumer Behavior
Show steps
Show steps
Show steps
- Review the course materials on consumer behavior.
- Find and analyze case studies that demonstrate key concepts (e.g., decision-making process, buyer personas).
- Identify the consumer insights and marketing implications from the case studies.
- Summarize your findings and present them to the class or a study group.
Create a Blog Post on Digital Marketing Best Practices
Show steps
Share your knowledge by creating a blog post on digital marketing best practices, reinforcing your understanding and contributing to the online community.
Browse courses on
Content Marketing
Show steps
Show steps
Show steps
- Research and gather insights.
- Write and edit the blog post.
- Publish and promote the blog post.
Analyze marketing case studies
Show steps
Analyzing real-world examples of marketing campaigns will help you to develop critical thinking and problem-solving skills.
Browse courses on
Marketing Case Studies
Show steps
Show steps
Show steps
- Find marketing case studies online or in textbooks.
- Read through the case study and identify the key marketing concepts that were applied.
- Analyze the results of the marketing campaign and evaluate its effectiveness.
- Discuss your findings with other students or professionals.
Develop a Digital Marketing Plan
Show steps
Apply course concepts by creating a comprehensive digital marketing plan, enhancing your strategic thinking and planning abilities.
Browse courses on
Marketing Strategy
Show steps
Show steps
Show steps
- Define marketing objectives and target audience.
- Research and analyze competition and market trends.
- Develop content and digital marketing strategies.
- Create a digital marketing budget and timeline.
- Present and defend the marketing plan.
Volunteer at a marketing or non-profit organization
Show steps
Gaining hands-on experience in the field will supplement your studies and provide you with valuable insights.
Show steps
Show steps
Show steps
- Find marketing or non-profit organizations that are looking for volunteers.
- Apply for a volunteer position that matches your interests and skills.
- Attend volunteer training and orientation.
- Complete your volunteer hours and contribute to the organization's mission.
Develop a marketing plan for a real-world business
Show steps
Applying marketing concepts to a real-world scenario will deepen your understanding and prepare you for success in the field.
Browse courses on
Marketing Plan
Show steps
Show steps
Show steps
- Choose a business or organization that you are familiar with.
- Conduct market research to understand the target audience, competition, and industry trends.
- Develop a marketing strategy that outlines your goals, target audience, and tactics.
- Create a marketing budget and timeline.
- Present your marketing plan to a group of peers or professionals for feedback.
Develop a Digital Marketing Plan
Show steps
Apply the concepts learned in the course by creating a digital marketing plan for a specific product or service.
Browse courses on
Digital Marketing Plan
Show steps
Show steps
Show steps
- Define the target audience and marketing objectives.
- Research relevant digital marketing channels.
- Develop a content strategy and create engaging content.
- Analyze and track results to optimize the plan.
- Present the plan to a mentor or industry professional for feedback.
Career center
Learners who complete Marketing e o Consumidor no Ambiente Digital will develop knowledge and skills
that may be useful to these careers:
Marketing Manager
Marketing Manager
Marketing Managers are responsible for developing and executing marketing strategies. This course may be especially useful for you since it can help build a foundation for understanding consumer behavior and marketing in the digital age.
Digital Marketing Specialist
Digital Marketing Specialist
With the increase of consumer time spent online, Digital Marketing Specialists are needed to lead digital marketing campaigns and drive business growth. This course may be especially useful for you since it can help build a foundation for marketing and its impact on consumers as they engage digitally.
Social Media Manager
Social Media Manager
Social Media Managers develop and execute social media strategies. This course may be especially useful for you since it can help build a foundation for understanding consumer behavior and marketing in the digital age.
E-commerce Manager
E-commerce Manager
E-commerce Managers are responsible for managing online stores. This course may be especially useful for you since it can help build a foundation for understanding consumer behavior and marketing in the digital age.
Content Marketing Manager
Content Marketing Manager
Content Marketing Managers are responsible for creating and distributing content that attracts and engages customers. This course may be especially useful for you since it can help build a foundation for understanding consumer behavior and marketing in the digital age.
Market Researcher
Market Researcher
Market Researchers conduct research to understand consumer needs and behavior. This course may be especially useful for you since it can help build a foundation for understanding consumer behavior and marketing in the digital age.
Data Analyst
Data Analyst
Data Analysts analyze data to identify trends and patterns. This course may be especially useful for you since it can help build a foundation of skills like data analysis, visualization, and segmentation of data.
Business Analyst
Business Analyst
Business Analysts analyze business processes and identify opportunities for improvement. This course may be especially useful for you since it can help build a foundation for understanding consumer behavior and marketing in the digital age.
Product Manager
Product Manager
Product Managers develop and manage products. This course may be especially useful for you since it can help build a foundation for understanding consumer behavior and marketing in the digital age.
Management Consultant
Management Consultant
Management Consultants help businesses improve their performance. They may specialize in a particular area, such as marketing. This course may be especially useful for you since it can help build a foundation for marketing and its impact on consumers in the digital age.
Entrepreneur
Entrepreneur
Entrepreneurs start and run their own businesses. They may specialize in a particular area, such as marketing. This course may be especially useful for you since it can help build a foundation for marketing and its impact on consumers in the digital age.
Marketing Professor
Marketing Professor
Marketing Professors teach and research marketing. This course may be especially useful for you since it can help build a foundation for understanding consumer behavior and marketing in the digital age.
Marketing Consultant
Marketing Consultant
Marketing Consultants help businesses improve their marketing strategies. This course may be especially useful for you since it can help build a foundation for marketing and its impact on consumers in the digital age.
Account Manager
Account Manager
Account Managers manage relationships with clients. This course may be especially useful for you since it can help build a foundation for understanding consumer behavior and marketing in the digital age.
Sales Manager
Sales Manager
Sales Managers lead sales teams and develop sales strategies. This course may be especially useful for you since it can help build a foundation for understanding consumer behavior and marketing in the digital age.
For more career information including salaries, visit:
OpenCourser.com/course/7yl6ck/marketing
Reading list
We've selected ten books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Marketing e o Consumidor no Ambiente Digital.
Este livro aborda as estratégias e táticas utilizadas no marketing digital, fornecendo uma visão abrangente das principais plataformas e ferramentas usadas na área.
Save
Este livro é um texto clássico sobre comportamento do consumidor, fornecendo insights sobre os fatores psicológicos, sociais e culturais que influenciam as decisões de compra. Ele é útil para entender os fundamentos do comportamento do consumidor no ambiente digital.
Este livro fornece uma visão abrangente do marketing digital, cobrindo tópicos como pesquisa de mercado, SEO, SEM, marketing de conteúdo e mídias sociais. Ele é útil para obter uma compreensão geral do cenário em constante evolução do marketing digital.
Provides a comprehensive overview of digital marketing analytics, including topics such as data collection, analysis, and interpretation. It valuable resource for understanding how to use data to improve marketing campaigns.
Provides a comprehensive overview of digital marketing. It covers the key concepts and strategies of digital marketing, including search engine optimization (SEO), social media marketing, and email marketing.
Save
Provides a practical introduction to data visualization, including topics such as choosing the right charts and graphs, designing dashboards, and using visualization tools. It valuable resource for learning how to communicate data effectively.
Save
Provides a practical guide to data visualization for business, including topics such as choosing the right charts and graphs, designing dashboards, and using visualization tools. It valuable resource for learning how to communicate data effectively.
Este livro oferece um guia para análise de dados com Python, cobrindo bibliotecas como Pandas, NumPy e IPython. Ele é útil para aqueles que desejam aprimorar suas habilidades de manipulação e análise de dados para marketing.
Save
Provides a comprehensive overview of consumer behavior, including topics such as motivation, perception, and decision-making. It valuable resource for understanding how consumers make decisions.
Provides a comprehensive introduction to Python for data science, including topics such as data manipulation, visualization, and machine learning. It valuable resource for learning how to use Python to analyze data.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/7yl6ck/marketing
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Effort
4 semanas, de 4 a 5 horas por semana.
Level
Introductory
Via
Coursera
Institution
Fundação Instituto de Administração
Instructors
Gustavo Carvalho
Fabiano Castello
Artur Vilas Boas
Rodolfo Rocha
Language
Português
This course belongs to a
collection
called
Marketing e Data Science. It's comprised of four courses:
- Marketing e o Consumidor no Ambiente Digital (viewing)
- Decisões de Marketing Baseadas em Dados
- Marketing Science e Estratégia de Marketing
- Engajamento, Conversão e o Consumidor
Good to know
Ensina a medir resultados com ferramentas de análise, o que é essencial para o marketing digital
Explora o comportamento do consumidor digital, um conhecimento essencial para o marketing digital
Ensina a usar técnicas de visualização de dados para monitorar KPIs, uma habilidade valiosa para o marketing digital
Ensina a segmentar o mercado usando a técnica de clusterização, uma ferramenta valiosa para o marketing digital
Aborda o uso de dados para melhorar o marketing digital, um aspecto crucial para o sucesso no ambiente digital
Ensinado por especialistas renomados em marketing digital, o que garante a qualidade do conteúdo
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