Transformação Digital: Marketing na Era dos Dados from Coursera

Nossas boas-vindas ao Curso Transformação Digital: Marketing na Era dos Dados.

A razão pela qual essa transformação se tornou tão importante é que as empresas estão repensando as estratégias por meio das quais atendem às necessidades de seus clientes e a maneira como esses clientes se envolvem com os serviços e ofertas das empresas, seja por meio de dispositivos móveis, internet das coisas ou outros dispositivos.

Neste curso, você aprenderá sobre a transformação digital em marketing, passando por toda a história até chegarmos aos dias atuais.

Ao término do curso, você será capaz de colocar em prática temas como transformação digital, cultura de marca, customer experience, estratégias de marketing, bem como saber como criar uma cultura de inovação com ênfase em marketing.

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!

What's inside

Syllabus

Introdução ao Marketing orientado a Dados

Este módulo aborda as principais transformações no mundo digital e introduz o conceito de marketing orientado por dados.

Cultura de Marca e Customer Experience

Não vamos confundir Transformação Digital em Marketing com Marketing Digital. O Marketing Digital é apenas uma ferramenta específica que visa um único aspecto de seu negócio como, por exemplo, marketing e promoções utilizando um mix de canais de comunicação.

Transformação Digital

A transformação digital é a reorganização e remodelagem das funções de marketing utilizando a tecnologia para recriar sistemas operacionais e processos eficientes, que inclui substituir ou não os sistemas tradicionais para todas as áreas do negócio. Durante esse módulo, vamos abordar conceitos como transformação do modelo de negócio das empresas, como funciona essa transformação e como atender às expectativas dos clientes por produtos digitais.

Inovação, Disrupção e Mensuração

Neste módulo, serão apresentados conceitos sobre cultura de inovação, disrupção, exponencialidade, digitalização e automação em um ambiente de constantes mudanças. Também serão apresentados aspectos de como mensurar a efetividade dessas ações para promover a competitividade da empresa.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Ensina técnicas de marketing orientadas a dados, que são o padrão do setor hoje em dia

Examina a cultura de marca e a experiência do cliente, aspectos fundamentais do marketing moderno

Aborda a transformação digital, um tema altamente relevante para profissionais de marketing na atualidade

Oferece uma compreensão de inovação, disrupção e mensuração, conceitos essenciais para profissionais de marketing no atual cenário competitivo

Tem aulas em vídeo, leituras e testes para verificar o aprendizado, proporcionando uma experiência de aprendizado diversificada

É ministrado por William Hertz, um profissional experiente em marketing

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 Transformação Digital: Marketing na Era dos Dados with these activities:

Review Statistics Fundamentals

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Refresh your understanding of statistical concepts to strengthen your foundation for the course.

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Review probability distributions and their properties.
Practice solving problems involving hypothesis testing.
Go through regression analysis techniques.

Solve Marketing Case Studies

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Practice applying marketing concepts by solving real-world case studies.

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Analyze a case study and identify the key marketing problem.
Develop and evaluate alternative marketing solutions.
Present your recommendations to a group.

Build a Marketing Resources Collection

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Gather and organize valuable resources to support your marketing knowledge and skills.

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Identify different types of marketing resources.
Search for and collect relevant articles, websites, and tools.
Organize your collection into categories and subcategories.

Two other activities

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Develop a Digital Marketing Plan

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Create a comprehensive digital marketing plan to demonstrate your understanding of marketing principles.

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Define your target audience and marketing goals.
Conduct market research and competitive analysis.
Develop a content strategy and distribution plan.
Outline your budget and timeline.

Contribute to Open Source Marketing Projects

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Contribute to open source projects to gain practical experience in marketing technology.

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Identify open source marketing projects that align with your interests.
Review the project documentation and contribute to discussions.
Optional: Submit code or documentation improvements.

Career center

Learners who complete Transformação Digital: Marketing na Era dos Dados will develop knowledge and skills that may be useful to these careers:

Data Analyst

Data Analysts use data to solve problems and make informed decisions. They collect, clean, and analyze data to identify trends and patterns. This course can help you develop the skills needed to become a Data Analyst, including data collection, analysis, and visualization. You will also learn about the different types of data and how to use them to make informed decisions.

See salaries and explore the career path for Data Analyst

Digital Marketing Manager

Digital Marketing Managers plan and execute marketing campaigns across a variety of digital channels. They are responsible for developing and managing digital marketing strategies, as well as measuring the effectiveness of campaigns. This course can help you develop the skills needed to become a Digital Marketing Manager, including digital marketing strategy, campaign management, and data analysis.

See salaries and explore the career path for Digital Marketing Manager

Market Research Analyst

Market Research Analysts conduct research to understand consumer behavior and trends. They collect and analyze data to identify opportunities and develop marketing strategies. This course can help you develop the skills needed to become a Market Research Analyst, including data collection, analysis, and interpretation. You will also learn about the different types of market research and how to use them to make informed decisions.

See salaries and explore the career path for Market Research Analyst

Product Manager

Product Managers are responsible for the development and management of products. They work with engineers, designers, and marketers to bring products to market. This course can help you develop the skills needed to become a Product Manager, including product development, marketing, and data analysis. You will also learn about the different types of products and how to manage them.

See salaries and explore the career path for Product Manager

Business Intelligence Analyst

Business Intelligence Analysts use data to identify trends and patterns that can help businesses make informed decisions. They collect, clean, and analyze data from a variety of sources to create reports and dashboards. This course can help you develop the skills needed to become a Business Intelligence Analyst, including data collection, analysis, and visualization. You will also learn about the different types of business intelligence and how to use them to make informed decisions.

See salaries and explore the career path for Business Intelligence Analyst

Marketing Manager

Marketing Managers are responsible for planning and executing marketing campaigns. They develop and manage marketing strategies, as well as measure the effectiveness of campaigns. This course can help you develop the skills needed to become a Marketing Manager, including marketing strategy, campaign management, and data analysis.

See salaries and explore the career path for Marketing Manager

Data Scientist

Data Scientists use data to solve complex problems and make predictions. They develop and use machine learning algorithms to analyze data and identify patterns. This course can help you develop the skills needed to become a Data Scientist, including data analysis, machine learning, and programming. You will also learn about the different types of data science and how to use them to solve real-world problems.

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Customer Experience Manager

Customer Experience Managers are responsible for ensuring that customers have a positive experience with a company's products or services. They work to identify and resolve customer issues, as well as improve the overall customer experience. This course can help you develop the skills needed to become a Customer Experience Manager, including customer service, communication, and data analysis.

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Digital Marketing Specialist

Digital Marketing Specialists are responsible for planning and executing digital marketing campaigns. They create and manage digital content, as well as measure the effectiveness of campaigns. This course can help you develop the skills needed to become a Digital Marketing Specialist, including digital marketing, content creation, and data analysis.

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Strategy Consultant

Strategy Consultants work with businesses to develop and implement strategies. They help businesses identify opportunities, develop plans, and achieve goals. This course can help you develop the skills needed to become a Strategy Consultant, including strategic planning, problem solving, and data analysis.

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User Experience Designer

User Experience Designers are responsible for designing the user experience for websites and other digital products. They work to create user interfaces that are intuitive and easy to use. This course can help you develop the skills needed to become a User Experience Designer, including user research, design thinking, and data analysis.

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Content Marketer

Content Marketers are responsible for creating and managing content that attracts and engages customers. They write blog posts, articles, and social media posts, as well as create other types of content. This course can help you develop the skills needed to become a Content Marketer, including content creation, social media marketing, and data analysis.

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Growth Marketer

Growth Marketers are responsible for developing and implementing strategies to grow a company's customer base. They work to identify and reach new customers, as well as increase the value of existing customers. This course can help you develop the skills needed to become a Growth Marketer, including marketing strategy, customer acquisition, and data analysis.

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Product Designer

Product Designers are responsible for designing the user experience for physical and digital products. They work to create products that are user-friendly and meet the needs of the target market. This course can help you develop the skills needed to become a Product Designer, including user research, design thinking, and data analysis.

See salaries and explore the career path for Product Designer

Digital Analyst

Digital Analysts are responsible for collecting and analyzing data to improve the performance of digital products and services. They work to identify trends, patterns, and opportunities to improve the user experience. This course can help you develop the skills needed to become a Digital Analyst, including data analysis, reporting, and data visualization.

See salaries and explore the career path for Digital Analyst

Transformação Digital

Marketing na Era dos Dados

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