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Comportamento e Marketing Digital
Rodolfo Rocha,
Tatti Maeda,
and
Kleber Oliveira
Rodolfo Rocha,
Tatti Maeda,
and
Kleber Oliveira
Nossas boas-vindas ao Curso Comportamento e Marketing Digital.
Neste curso, você aprenderá como uma organização pode analisar o comportamento do consumidor no ambiente digital.
Read more
Nossas boas-vindas ao Curso Comportamento e Marketing Digital.
Neste curso, você aprenderá como uma organização pode analisar o comportamento do consumidor no ambiente digital.
Read more
Nossas boas-vindas ao Curso Comportamento e Marketing Digital.
Neste curso, você aprenderá como uma organização pode analisar o comportamento do consumidor no ambiente digital.
Ao final deste curso, você será capaz de analisar, compreender e planejar a jornada do seu cliente no ambiente digital.
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/fjfex4/comportamento
What's inside
Syllabus
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
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 Digital é para Todo Mundo?
Este módulo aborda como estão interligadas as estratégias de marketing e as ferramentas de marketing digital.
Uma Estrutura para o Marketing Digital
Neste módulo, serão abordados os principais aspectos do marketing operacional (Preço, Praça, Produto e Preço) no contexto do marketing integrado.
Compreender os Clientes (ICP)
Neste módulo, será discutida a importância do cliente na definição das estratégias da empresa. O foco será centrado no alinhamento das estratégias e objetivos com determinado perfil de consumidor.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Ensina como uma organização pode analisar o comportamento do consumidor no ambiente digital, valiosa para profissionais de marketing
Auxilia na análise, compreensão e planejamento da jornada do cliente no ambiente digital, relevante para profissionais de marketing
Oferece uma estrutura para o marketing digital, abrangendo aspectos operacionais como preço, praça, produto e preço
Ensina a importância do cliente na definição das estratégias da empresa, interessante para profissionais de marketing e gestão de negócios
É estruturado em módulos semanais, o que pode facilitar o aprendizado e a organização do tempo
Save this course
Save Comportamento e Marketing Digital to your list so you can find it easily later:
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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 Comportamento e Marketing Digital with these
activities:
Attend Digital Marketing Conferences
Show steps
Expand your knowledge and network by engaging with industry experts and professionals at digital marketing events.
Browse courses on
Digital Marketing
Show steps
-
Research and identify relevant conferences.
-
Register and attend keynote speeches and workshops.
-
Connect with like-minded individuals and exchange ideas.
-
Follow up with potential collaborators or mentors.
Revisar conceitos de Marketing
Show steps
Revisar os conceitos básicos de marketing irá ajudá-lo a compreender melhor os tópicos abordados no curso.
Browse courses on
Marketing
Show steps
-
Leia textos e artigos sobre marketing
-
Faça exercícios e questionários sobre conceitos de marketing
-
Assistir vídeos e tutoriais sobre marketing
Revise Search Engine Optimization
Show steps
Brush up on your proficiency in optimizing web pages for search engines to prepare for more advanced concepts.
Browse courses on
Search Engine Optimization
Show steps
-
Review the basics of keyword research and optimization.
-
Familiarize yourself with on-page and off-page SEO techniques.
-
Practice writing meta tags and descriptions.
-
Analyze website performance using tools like Google Analytics.
14 other activities
Expand to see all activities and additional details
Show all 17 activities
Review consumer analysis techniques
Show steps
Review consumer analysis techniques to build a stronger foundation for understanding consumer behavior in the digital environment.
Browse courses on
Customer Analysis
Show steps
-
Read articles and blog posts about consumer analysis techniques.
-
Watch videos about consumer analysis techniques.
-
Take a course or workshop on consumer analysis techniques.
Compilar recursos sobre marketing digital
Show steps
Compilar recursos sobre marketing digital irá ajudá-lo a criar uma biblioteca de conhecimento que você pode consultar no futuro.
Browse courses on
Marketing Digital
Show steps
-
Identifique recursos valiosos sobre marketing digital, como artigos, vídeos e estudos de caso
-
Salve os recursos em uma pasta ou biblioteca de referências
-
Organize os recursos por tópico ou assunto
Participar de eventos de marketing digital
Show steps
Participar de eventos de marketing digital irá ajudá-lo a se conectar com profissionais da área e aprender sobre as últimas tendências.
Browse courses on
Marketing Digital
Show steps
-
Pesquise eventos de marketing digital em sua área
-
Inscreva-se em eventos que sejam relevantes para seus interesses
-
Prepare-se para os eventos lendo sobre os palestrantes e as sessões
Explore Google Analytics Tutorials
Show steps
Enhance your understanding of website traffic and user behavior through hands-on practice with Google Analytics.
Browse courses on
Google Analytics
Show steps
-
Complete the Google Analytics Academy courses.
-
Follow guided tutorials on YouTube or online platforms.
-
Experiment with different reports and metrics.
-
Analyze case studies and examples.
Analyze consumer behavior case studies
Show steps
Analyze consumer behavior case studies to gain a deeper understanding of how consumers behave in the digital environment.
Browse courses on
Customer Analysis
Show steps
-
Find consumer behavior case studies online or in libraries.
-
Read the case studies carefully.
-
Identify the key consumer insights in each case study.
-
Write a summary of each case study, including your key insights.
Discutir tópicos de marketing digital com colegas
Show steps
Discutir tópicos de marketing digital com colegas irá ajudá-lo a obter feedback sobre suas ideias e aprender com as perspectivas dos outros.
Browse courses on
Marketing Digital
Show steps
-
Forme um grupo de estudo com colegas
-
Escolha um tópico de marketing digital para discutir
-
Prepare-se para a discussão lendo sobre o tópico e fazendo anotações
Attend digital marketing conferences and events
Show steps
Attend digital marketing conferences and events to network with other professionals and learn about the latest trends in the field.
Browse courses on
Digital Marketing
Show steps
-
Find digital marketing conferences and events in your area.
-
Register for the conferences and events that you are interested in.
-
Attend the conferences and events.
-
Network with other professionals at the conferences and events.
Analisar campanhas de marketing digital
Show steps
Analisar campanhas de marketing digital reais irá ajudá-lo a compreender como os conceitos teóricos são aplicados na prática.
Browse courses on
Marketing Digital
Show steps
-
Selecione uma campanha de marketing digital
-
Analise os objetivos, a estratégia e as táticas da campanha
-
Avalie o desempenho da campanha
-
Faça um relatório sobre suas descobertas
Conduct Keyword Research Exercises
Show steps
Refine your ability to identify relevant keywords to optimize content and improve search engine visibility.
Browse courses on
Keyword Research
Show steps
-
Use keyword research tools like Google Keyword Planner and Ahrefs.
-
Analyze competitor websites for keyword usage.
-
Practice long-tail and short-tail keyword variations.
-
Evaluate keyword difficulty and search volume.
Develop a digital marketing campaign plan
Show steps
Develop a digital marketing campaign plan to apply the concepts and techniques learned in the course to a real-world scenario.
Browse courses on
Marketing Strategy
Show steps
-
Define your target audience.
-
Set your marketing goals.
-
Choose your marketing channels.
-
Create your marketing content.
-
Track your results and make adjustments as needed.
Encontrar um mentor em marketing digital
Show steps
Encontrar um mentor em marketing digital irá ajudá-lo a obter orientação e conselhos de alguém com experiência no campo.
Browse courses on
Marketing Digital
Show steps
-
Identifique mentores em potencial através de redes sociais, eventos da indústria e referências
-
Entre em contato com mentores em potencial e apresente-se
-
Estabeleça uma relação com seu mentor e programe reuniões regulares
Volunteer with a digital marketing agency
Show steps
Volunteer with a digital marketing agency to gain hands-on experience and apply the concepts and techniques learned in the course.
Browse courses on
Marketing
Show steps
-
Find a digital marketing agency that you are interested in volunteering with.
-
Contact the agency and inquire about volunteer opportunities.
-
If you are accepted as a volunteer, complete the required training.
-
Work with the agency team on digital marketing projects.
Criar um plano de marketing digital
Show steps
Criar um plano de marketing digital irá ajudá-lo a aplicar os conceitos aprendidos no curso a um cenário real.
Browse courses on
Marketing Digital
Show steps
-
Defina os objetivos do seu plano de marketing digital
-
Pesquise seu público-alvo
-
Desenvolva uma estratégia de marketing digital
-
Crie um orçamento de marketing digital
-
Monitore e avalie o desempenho do seu plano de marketing digital
Develop a Digital Marketing Campaign Proposal
Show steps
Test your understanding of consumer behavior and marketing strategy by developing a comprehensive campaign proposal.
Browse courses on
Digital Marketing
Show steps
-
Define the target audience and campaign objectives.
-
Research and select appropriate marketing channels.
-
Create engaging content and messaging.
-
Set campaign metrics and track performance.
Attend Digital Marketing Conferences
Show steps
Expand your knowledge and network by engaging with industry experts and professionals at digital marketing events.
Browse courses on
Digital Marketing
Show steps
Show steps
Show steps
- Research and identify relevant conferences.
- Register and attend keynote speeches and workshops.
- Connect with like-minded individuals and exchange ideas.
- Follow up with potential collaborators or mentors.
Revisar conceitos de Marketing
Show steps
Revisar os conceitos básicos de marketing irá ajudá-lo a compreender melhor os tópicos abordados no curso.
Browse courses on
Marketing
Show steps
Show steps
Show steps
- Leia textos e artigos sobre marketing
- Faça exercícios e questionários sobre conceitos de marketing
- Assistir vídeos e tutoriais sobre marketing
Revise Search Engine Optimization
Show steps
Brush up on your proficiency in optimizing web pages for search engines to prepare for more advanced concepts.
Browse courses on
Search Engine Optimization
Show steps
Show steps
Show steps
- Review the basics of keyword research and optimization.
- Familiarize yourself with on-page and off-page SEO techniques.
- Practice writing meta tags and descriptions.
- Analyze website performance using tools like Google Analytics.
14 other activities
Expand to see all activities and additional details
Show all 17 activities
Review consumer analysis techniques
Show steps
Review consumer analysis techniques to build a stronger foundation for understanding consumer behavior in the digital environment.
Browse courses on
Customer Analysis
Show steps
Show steps
Show steps
- Read articles and blog posts about consumer analysis techniques.
- Watch videos about consumer analysis techniques.
- Take a course or workshop on consumer analysis techniques.
Compilar recursos sobre marketing digital
Show steps
Compilar recursos sobre marketing digital irá ajudá-lo a criar uma biblioteca de conhecimento que você pode consultar no futuro.
Browse courses on
Marketing Digital
Show steps
Show steps
Show steps
- Identifique recursos valiosos sobre marketing digital, como artigos, vídeos e estudos de caso
- Salve os recursos em uma pasta ou biblioteca de referências
- Organize os recursos por tópico ou assunto
Participar de eventos de marketing digital
Show steps
Participar de eventos de marketing digital irá ajudá-lo a se conectar com profissionais da área e aprender sobre as últimas tendências.
Browse courses on
Marketing Digital
Show steps
Show steps
Show steps
- Pesquise eventos de marketing digital em sua área
- Inscreva-se em eventos que sejam relevantes para seus interesses
- Prepare-se para os eventos lendo sobre os palestrantes e as sessões
Explore Google Analytics Tutorials
Show steps
Enhance your understanding of website traffic and user behavior through hands-on practice with Google Analytics.
Browse courses on
Google Analytics
Show steps
Show steps
Show steps
- Complete the Google Analytics Academy courses.
- Follow guided tutorials on YouTube or online platforms.
- Experiment with different reports and metrics.
- Analyze case studies and examples.
Analyze consumer behavior case studies
Show steps
Analyze consumer behavior case studies to gain a deeper understanding of how consumers behave in the digital environment.
Browse courses on
Customer Analysis
Show steps
Show steps
Show steps
- Find consumer behavior case studies online or in libraries.
- Read the case studies carefully.
- Identify the key consumer insights in each case study.
- Write a summary of each case study, including your key insights.
Discutir tópicos de marketing digital com colegas
Show steps
Discutir tópicos de marketing digital com colegas irá ajudá-lo a obter feedback sobre suas ideias e aprender com as perspectivas dos outros.
Browse courses on
Marketing Digital
Show steps
Show steps
Show steps
- Forme um grupo de estudo com colegas
- Escolha um tópico de marketing digital para discutir
- Prepare-se para a discussão lendo sobre o tópico e fazendo anotações
Attend digital marketing conferences and events
Show steps
Attend digital marketing conferences and events to network with other professionals and learn about the latest trends in the field.
Browse courses on
Digital Marketing
Show steps
Show steps
Show steps
- Find digital marketing conferences and events in your area.
- Register for the conferences and events that you are interested in.
- Attend the conferences and events.
- Network with other professionals at the conferences and events.
Analisar campanhas de marketing digital
Show steps
Analisar campanhas de marketing digital reais irá ajudá-lo a compreender como os conceitos teóricos são aplicados na prática.
Browse courses on
Marketing Digital
Show steps
Show steps
Show steps
- Selecione uma campanha de marketing digital
- Analise os objetivos, a estratégia e as táticas da campanha
- Avalie o desempenho da campanha
- Faça um relatório sobre suas descobertas
Conduct Keyword Research Exercises
Show steps
Refine your ability to identify relevant keywords to optimize content and improve search engine visibility.
Browse courses on
Keyword Research
Show steps
Show steps
Show steps
- Use keyword research tools like Google Keyword Planner and Ahrefs.
- Analyze competitor websites for keyword usage.
- Practice long-tail and short-tail keyword variations.
- Evaluate keyword difficulty and search volume.
Develop a digital marketing campaign plan
Show steps
Develop a digital marketing campaign plan to apply the concepts and techniques learned in the course to a real-world scenario.
Browse courses on
Marketing Strategy
Show steps
Show steps
Show steps
- Define your target audience.
- Set your marketing goals.
- Choose your marketing channels.
- Create your marketing content.
- Track your results and make adjustments as needed.
Encontrar um mentor em marketing digital
Show steps
Encontrar um mentor em marketing digital irá ajudá-lo a obter orientação e conselhos de alguém com experiência no campo.
Browse courses on
Marketing Digital
Show steps
Show steps
Show steps
- Identifique mentores em potencial através de redes sociais, eventos da indústria e referências
- Entre em contato com mentores em potencial e apresente-se
- Estabeleça uma relação com seu mentor e programe reuniões regulares
Volunteer with a digital marketing agency
Show steps
Volunteer with a digital marketing agency to gain hands-on experience and apply the concepts and techniques learned in the course.
Browse courses on
Marketing
Show steps
Show steps
Show steps
- Find a digital marketing agency that you are interested in volunteering with.
- Contact the agency and inquire about volunteer opportunities.
- If you are accepted as a volunteer, complete the required training.
- Work with the agency team on digital marketing projects.
Criar um plano de marketing digital
Show steps
Criar um plano de marketing digital irá ajudá-lo a aplicar os conceitos aprendidos no curso a um cenário real.
Browse courses on
Marketing Digital
Show steps
Show steps
Show steps
- Defina os objetivos do seu plano de marketing digital
- Pesquise seu público-alvo
- Desenvolva uma estratégia de marketing digital
- Crie um orçamento de marketing digital
- Monitore e avalie o desempenho do seu plano de marketing digital
Develop a Digital Marketing Campaign Proposal
Show steps
Test your understanding of consumer behavior and marketing strategy by developing a comprehensive campaign proposal.
Browse courses on
Digital Marketing
Show steps
Show steps
Show steps
- Define the target audience and campaign objectives.
- Research and select appropriate marketing channels.
- Create engaging content and messaging.
- Set campaign metrics and track performance.
Career center
Learners who complete Comportamento e Marketing Digital will develop knowledge and skills
that may be useful to these careers:
Digital Marketing Specialist
Digital Marketing Specialist
Digital Marketing Specialists are responsible for executing digital marketing campaigns across a variety of channels. They work closely with other marketing team members to develop and implement marketing strategies. This course may be useful for Digital Marketing Specialists because it provides a comprehensive overview of digital marketing, and it can help students develop the skills needed to execute successful digital marketing campaigns.
Market Researcher
Market Researcher
Market Researchers conduct research to understand the needs and wants of target markets. They use surveys, interviews, and other methods to collect data about consumer behavior, preferences, and attitudes. This course may be particularly useful for Market Researchers because it provides insights on how consumers behave in the digital landscape, which has become an increasingly important channel for brands to reach their target audience.
User Experience Designer
User Experience Designer
User Experience Designers are responsible for designing and improving the user experience of websites and other digital products. They use research and testing to understand the needs of users, and they design interfaces that are easy to use and navigate. This course may be useful for User Experience Designers because it provides insights on how consumers behave in the digital landscape.
Search Engine Optimization Specialist
Search Engine Optimization Specialist
Search Engine Optimization Specialists are responsible for optimizing websites and content to improve their visibility in search engine results pages (SERPs). They use a variety of techniques to improve the ranking of websites in SERPs, including keyword research, link building, and content optimization. This course may be useful for Search Engine Optimization Specialists because it provides insights on consumer behavior in the digital landscape, which is an increasingly important venue for reaching customers.
Content Marketing Manager
Content Marketing Manager
Content Marketing Managers are responsible for planning, creating, and distributing content that is designed to attract and engage a specific target audience. They use a variety of channels to distribute content, including social media, email, and the company website. This course may be useful for Content Marketing Managers because it provides insights on how consumers behave in the digital landscape.
Product Marketing Manager
Product Marketing Manager
Product Marketing Managers are responsible for developing and executing marketing strategies for specific products or services. They work closely with product development teams to understand the features and benefits of products, and they develop marketing campaigns that are designed to reach and engage target customers. This course may be useful for Product Marketing Managers because it provides insights on consumer behavior in the digital landscape, which is an increasingly important venue for product marketing.
Brand Manager
Brand Manager
Brand Managers are responsible for developing and managing a company's brand. They work to create a consistent brand image across all channels, including advertising, marketing, and social media. This course may be useful for Brand Managers because it can help students understand the consumer behavior in the digital landscape, which is an increasingly important venue for brand management.
Customer Success Manager
Customer Success Manager
Customer Success Managers are responsible for ensuring that customers are satisfied with a company's products or services. They work closely with customers to identify their needs and resolve any issues. This course may be useful for Customer Success Managers because it can help students understand the consumer behavior in the digital landscape, which is an increasingly important avenue for interacting with customers.
E-commerce Manager
E-commerce Manager
E-Commerce Managers oversee the online sales and marketing activities of a company. They are responsible for managing the website, product listings, and customer service. This course may be useful for E-Commerce Managers because it provides insights on how to improve the customer experience on an e-commerce website.
Growth Hacker
Growth Hacker
Growth Hackers are responsible for finding creative and innovative ways to grow a company's user base. They use a variety of techniques to attract new users and retain existing users. This course may be useful for Growth Hackers because it can help students understand the consumer behavior in the digital landscape, which is an increasingly important venue for growing a company.
Marketing Automation Specialist
Marketing Automation Specialist
Marketing Automation Specialists are responsible for designing and implementing marketing automation systems. They use software to automate marketing tasks, such as email marketing, social media marketing, and lead nurturing. This course may be useful for Marketing Automation Specialists because it can help students understand the consumer behavior in the digital landscape, which is an increasingly important venue for marketing automation.
Social Media Manager
Social Media Manager
Social Media Managers are responsible for developing and executing social media strategies for brands. They create and manage content, engage with followers, and track the results of social media campaigns. This course can help Social Media Managers understand the behavior of consumers on social media, and it can teach them how to use social media to reach and engage with their target audience.
Marketing Consultant
Marketing Consultant
Marketing Consultants provide advice to businesses on how to improve their marketing strategies. They help businesses identify their target market, develop marketing campaigns, and track the results of their marketing activities. This course may be useful for Marketing Consultants because it provides insights on how consumers behave in the digital landscape, which is an increasingly important channel for businesses to reach their target audience.
Digital Marketing Manager
Digital Marketing Manager
Digital Marketing Managers oversee and execute the comprehensive marketing strategy of a brand's digital initiatives. They are responsible for planning, managing, and analyzing digital campaigns across multiple channels including social media, email, and paid advertising. This course may be useful for Digital Marketing Management because it provides a comprehensive overview of how consumers behave while navigating digital marketing, and it can equip students with the analytical tools and approaches to better understand consumer behavior online.
Data Analyst
Data Analyst
Data Analysts are responsible for collecting, cleaning, and analyzing data to extract meaningful insights. They use statistical modeling and data visualization to identify trends and patterns, and they use their findings to inform business decisions. This course may be useful for Data Analysts because it teaches students how to analyze consumer behavior data in a digital context. This course can help students understand the different types of data that are available, and it can teach them how to use statistical analysis to identify trends and patterns.
For more career information including salaries, visit:
OpenCourser.com/course/fjfex4/comportamento
Reading list
We've selected 11 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
Comportamento e Marketing Digital.
Um guia abrangente sobre estratégia de marketing digital, fornecendo uma estrutura para integrar canais online e offline. Cobrindo tópicos como segmentação de mercado, criação de conteúdo e otimização de mecanismos de pesquisa.
Um recurso abrangente que cobre todos os aspectos essenciais do marketing digital, fornecendo orientações acionáveis e estudos de caso para ilustrar as melhores práticas.
Amplo guia de marketing digital, útil como referência abrangente.
Clássico no campo do comportamento do consumidor, fornece uma compreensão abrangente do processo decisório do cliente.
Para medir e otimizar efetivamente as campanhas de marketing digital, é essencial entender como analisar os dados. Este livro fornece uma abordagem prática para analisar dados digitais, ajudando os profissionais de marketing a tomar decisões informadas.
Save
Este livro investiga os fundamentos neurocientíficos do comportamento do consumidor, oferecendo insights sobre como os profissionais de marketing podem usar esses insights para criar campanhas mais eficazes.
Amplia a compreensão sobre a integração das estratégias de marketing, incluindo os aspectos digitais.
Aborda estratégias de inbound marketing, complementares às abordadas no curso.
Save
Um guia prático e acessível para marketing digital, cobrindo todos os aspectos essenciais, desde os fundamentos até estratégias avançadas. Ideal para iniciantes ou profissionais que buscam uma atualização em suas práticas.
Save
Fornece insights sobre as mídias sociais como ferramentas para marketing digital.
Save
Fornece insights sobre a experiência do usuário (UX) no contexto digital.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/fjfex4/comportamento
Share
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Effort
4 semanas, de 4 a 5 horas por semana.
Level
Introductory
Via
Coursera
Institution
Fundação Instituto de Administração
Instructors
Rodolfo Rocha
Tatti Maeda
Kleber Oliveira
Language
Português
This course belongs to a
collection
called
Marketing e o Consumidor no Ambiente Digital. It's comprised of four courses:
- Comunicação Digital e Consumidores
- Marketing e a Jornada do Cliente
- Estratégia Digital e o Comportamento de Busca do Consumidor
- Comportamento e Marketing Digital (viewing)
Good to know
Ensina como uma organização pode analisar o comportamento do consumidor no ambiente digital, valiosa para profissionais de marketing
Auxilia na análise, compreensão e planejamento da jornada do cliente no ambiente digital, relevante para profissionais de marketing
Oferece uma estrutura para o marketing digital, abrangendo aspectos operacionais como preço, praça, produto e preço
Ensina a importância do cliente na definição das estratégias da empresa, interessante para profissionais de marketing e gestão de negócios
É estruturado em módulos semanais, o que pode facilitar o aprendizado e a organização do tempo
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