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Isis Koelle
Nossas boas-vindas ao Curso Marketing Estratégico.
Neste curso, você terá as principais noções sobre como conduzir o Marketing de uma organização de modo estratégico. A abordagem escolhida é aquela que enxerga as atividades mercadológicas como instrumentos fundamentais para a obtenção de vantagem competitiva e melhores relações com os stakeholders.
Ao final deste curso, você será capaz de:
- Interpretar a função Marketing como além de seus instrumentos de comunicação, mas como braço direito da estratégia da companhia.
Read more
Nossas boas-vindas ao Curso Marketing Estratégico.
Neste curso, você terá as principais noções sobre como conduzir o Marketing de uma organização de modo estratégico. A abordagem escolhida é aquela que enxerga as atividades mercadológicas como instrumentos fundamentais para a obtenção de vantagem competitiva e melhores relações com os stakeholders.
Ao final deste curso, você será capaz de:
- Interpretar a função Marketing como além de seus instrumentos de comunicação, mas como braço direito da estratégia da companhia.
Read more
Nossas boas-vindas ao Curso Marketing Estratégico.
Neste curso, você terá as principais noções sobre como conduzir o Marketing de uma organização de modo estratégico. A abordagem escolhida é aquela que enxerga as atividades mercadológicas como instrumentos fundamentais para a obtenção de vantagem competitiva e melhores relações com os stakeholders.
Ao final deste curso, você será capaz de:
- Interpretar a função Marketing como além de seus instrumentos de comunicação, mas como braço direito da estratégia da companhia.
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/fpsdcw/marketing
What's inside
Syllabus
Fundamentos do Marketing Estratégico
O que, afinal, é Marketing? Este módulo aborda esta conhecida função empresarial sobre um olhar diferente: aquele que busca fundamentar o Marketing como a melhor forma de uma firma gerar relações profícuas e de geração de valor com clientes.
Read more
Syllabus
Fundamentos do Marketing Estratégico
O que, afinal, é Marketing? Este módulo aborda esta conhecida função empresarial sobre um olhar diferente: aquele que busca fundamentar o Marketing como a melhor forma de uma firma gerar relações profícuas e de geração de valor com clientes.
Read more
Compreendendo Clientes
A melhor maneira de se iniciar uma conversa sobre Marketing é reforçar o fato de que é preciso compreender clientes. Este módulo traz uma introdução aos principais elementos do comportamento do consumidor.
Dinâmica, Mensuração e Segmentação de Mercados
Neste módulo, busca-se compreender o que são mercados e se rascunha os principais modos de mensurá-los. Além disso, fundamenta-se nas noções de Segmento e Nicho.
Posicionamento de Marcas
Neste módulo, introduzimos os principais fundamentos para compreensão e definição de posicionamento de marcas. Em particular, debate-se o instrumento do “Positioning Statement” que dá clareza ao valor percebido pelo cliente.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Apresenta conceitos relevantes para elaboração de planos estratégicos de marketing no contexto organizacional
Aborda princípios fundamentais de comportamento do consumidor, fornecendo uma base para a compreensão das necessidades e desejos dos clientes
Ensina técnicas de segmentação de mercado, mensuração de demanda e posicionamento de marca, que são habilidades essenciais para profissionais de marketing
É ministrado por profissionais experientes na área de marketing, o que garante a qualidade e relevância do conteúdo
Utiliza uma abordagem prática, com exemplos e estudos de caso, o que facilita a aplicação dos conceitos na prática
O curso é voltado para profissionais de marketing, empreendedores e estudantes da área que buscam aprimorar suas habilidades estratégicas
Save this course
Save Marketing Estratégico 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 Estratégico with these
activities:
Revise marketing concepts
Show steps
Improves understanding of fundamental marketing concepts and their application in real-world scenarios.
Browse courses on
Marketing Concepts
Show steps
-
Review core marketing principles, such as segmentation, targeting, and positioning.
-
Summarize key concepts from assigned readings and lectures.
-
Participate in online discussions to reinforce understanding.
Revisar conceitos básicos de marketing
Show steps
Reforce sua base em marketing para aprimorar sua compreensão do curso.
Browse courses on
Marketing
Show steps
-
Revisar textos e anotações de cursos anteriores sobre marketing
-
Assistir a vídeos e tutoriais sobre fundamentos de marketing
-
Realizar exercícios de prática para testar sua compreensão
Revisar conceitos básicos de marketing
Show steps
Refrescar os conceitos básicos de marketing ajudará a criar uma base sólida para o curso.
Browse courses on
Marketing
Show steps
-
Revisar notas ou livro-texto de um curso anterior de marketing.
-
Ler artigos ou assistir vídeos sobre conceitos fundamentais de marketing.
-
Fazer um teste prático ou quiz para avaliar sua compreensão.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Conduct market research exercises
Show steps
Develops practical skills in conducting market research, analyzing data, and making informed decisions.
Browse courses on
Market Research
Show steps
-
Design and implement surveys or interviews to gather customer insights.
-
Analyze market data to identify trends, patterns, and opportunities.
-
Develop recommendations based on research findings.
Explore case studies of successful marketing campaigns
Show steps
Provides insights into real-world marketing strategies and their effectiveness.
Browse courses on
Marketing Case Studies
Show steps
-
Identify case studies of well-executed marketing campaigns.
-
Analyze the strategies, tactics, and results of each campaign.
-
Extract lessons learned and apply them to your own marketing efforts.
Participate in peer-led marketing discussions
Show steps
Fosters collaboration, exchange of ideas, and critical thinking.
Show steps
-
Join or create a study group with other students.
-
Discuss course concepts, share insights, and work on assignments together.
-
Provide feedback and support to group members.
-
Engage in role-playing exercises to simulate real-world marketing scenarios.
Desenvolver um plano de marketing estratégico
Show steps
Aplique os conceitos do curso criando um plano de marketing abrangente para um produto ou serviço.
Show steps
-
Definir objetivos de marketing
-
Realizar análise de mercado e identificar oportunidades
-
Desenvolver estratégias de segmentação, posicionamento e produto
-
Planejar táticas de marketing e alocar recursos
-
Estabelecer métricas para medir o sucesso do plano
Develop a marketing plan for a specific product or service
Show steps
Develops comprehensive marketing plans that integrate key concepts and strategies.
Browse courses on
Marketing Plan
Show steps
-
Define target market, marketing objectives, and value proposition.
-
Conduct market research and competitive analysis.
-
Develop marketing strategies for product, price, promotion, and distribution.
-
Create a detailed budget and implementation plan.
Revise marketing concepts
Show steps
Improves understanding of fundamental marketing concepts and their application in real-world scenarios.
Browse courses on
Marketing Concepts
Show steps
Show steps
Show steps
- Review core marketing principles, such as segmentation, targeting, and positioning.
- Summarize key concepts from assigned readings and lectures.
- Participate in online discussions to reinforce understanding.
Revisar conceitos básicos de marketing
Show steps
Reforce sua base em marketing para aprimorar sua compreensão do curso.
Browse courses on
Marketing
Show steps
Show steps
Show steps
- Revisar textos e anotações de cursos anteriores sobre marketing
- Assistir a vídeos e tutoriais sobre fundamentos de marketing
- Realizar exercícios de prática para testar sua compreensão
Revisar conceitos básicos de marketing
Show steps
Refrescar os conceitos básicos de marketing ajudará a criar uma base sólida para o curso.
Browse courses on
Marketing
Show steps
Show steps
Show steps
- Revisar notas ou livro-texto de um curso anterior de marketing.
- Ler artigos ou assistir vídeos sobre conceitos fundamentais de marketing.
- Fazer um teste prático ou quiz para avaliar sua compreensão.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Conduct market research exercises
Show steps
Develops practical skills in conducting market research, analyzing data, and making informed decisions.
Browse courses on
Market Research
Show steps
Show steps
Show steps
- Design and implement surveys or interviews to gather customer insights.
- Analyze market data to identify trends, patterns, and opportunities.
- Develop recommendations based on research findings.
Explore case studies of successful marketing campaigns
Show steps
Provides insights into real-world marketing strategies and their effectiveness.
Browse courses on
Marketing Case Studies
Show steps
Show steps
Show steps
- Identify case studies of well-executed marketing campaigns.
- Analyze the strategies, tactics, and results of each campaign.
- Extract lessons learned and apply them to your own marketing efforts.
Participate in peer-led marketing discussions
Show steps
Fosters collaboration, exchange of ideas, and critical thinking.
Show steps
Show steps
Show steps
- Join or create a study group with other students.
- Discuss course concepts, share insights, and work on assignments together.
- Provide feedback and support to group members.
- Engage in role-playing exercises to simulate real-world marketing scenarios.
Desenvolver um plano de marketing estratégico
Show steps
Aplique os conceitos do curso criando um plano de marketing abrangente para um produto ou serviço.
Show steps
Show steps
Show steps
- Definir objetivos de marketing
- Realizar análise de mercado e identificar oportunidades
- Desenvolver estratégias de segmentação, posicionamento e produto
- Planejar táticas de marketing e alocar recursos
- Estabelecer métricas para medir o sucesso do plano
Develop a marketing plan for a specific product or service
Show steps
Develops comprehensive marketing plans that integrate key concepts and strategies.
Browse courses on
Marketing Plan
Show steps
Show steps
Show steps
- Define target market, marketing objectives, and value proposition.
- Conduct market research and competitive analysis.
- Develop marketing strategies for product, price, promotion, and distribution.
- Create a detailed budget and implementation plan.
Career center
Learners who complete Marketing Estratégico will develop knowledge and skills
that may be useful to these careers:
Digital Marketing Manager
Digital Marketing Manager
A Digital Marketing Manager is responsible for developing and executing digital marketing campaigns. They work with a team of marketing professionals to create and manage websites, social media accounts, and other digital marketing channels. The course “Marketing Estratégico” would be a helpful resource for someone who wants to become a Digital Marketing Manager because it provides a comprehensive overview of marketing principles and strategies. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which are all essential skills for a successful Digital Marketing Manager.
Brand Manager
Brand Manager
A Brand Manager is responsible for developing and managing a brand's identity and reputation. They work with marketing and creative teams to create and execute marketing campaigns that promote the brand and its products or services. The course “Marketing Estratégico” would be a helpful resource for someone who wants to become a Brand Manager because it provides a strong foundation in marketing principles and strategies. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which are all essential skills for a successful Brand Manager.
Marketing Consultant
Marketing Consultant
A Marketing Consultant provides marketing advice and support to businesses. They work with clients to develop and implement marketing strategies, and they track the performance of these strategies. The course “Marketing Estratégico” would be a helpful resource for someone who wants to become a Marketing Consultant because it provides a comprehensive overview of marketing principles and strategies. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which are all essential skills for a successful Marketing Consultant.
Marketing Researcher
Marketing Researcher
A Marketing Researcher conducts research to understand consumer behavior and market trends. They work with marketing teams to develop and implement marketing strategies, and they track the performance of these strategies. The course “Marketing Estratégico” would be a helpful resource for someone who wants to become a Marketing Researcher because it provides a strong foundation in marketing principles and strategies. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which are all essential skills for a successful Marketing Researcher.
Market Research Analyst
Market Research Analyst
A Market Research Analyst conducts research to understand the needs of customers and the competitive landscape. They use this information to develop and implement marketing strategies that help businesses achieve their goals. The course “Marketing Estratégico” would be a helpful resource for someone who wants to become a Market Research Analyst because it provides a comprehensive overview of marketing principles and strategies. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which are all essential skills for a successful Market Research Analyst.
Marketing Analyst
Marketing Analyst
A Marketing Analyst collects and analyzes data to measure the performance of marketing campaigns. They work with marketing teams to develop and implement marketing strategies, and they track the performance of these strategies. The course “Marketing Estratégico” would be a helpful resource for someone who wants to become a Marketing Analyst because it provides a solid foundation in marketing principles and strategies. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which are all essential skills for a successful Marketing Analyst.
Advertising Manager
Advertising Manager
An Advertising Manager is responsible for developing and executing advertising campaigns. They work with marketing and creative teams to create and place ads in various media outlets. The course “Marketing Estratégico” would be a helpful resource for someone who wants to become an Advertising Manager because it provides a comprehensive overview of marketing principles and strategies. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which are all essential skills for a successful Advertising Manager.
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for developing marketing strategies that promote and sell products or services. They work with a team of marketing professionals to create and execute marketing campaigns, and they analyze the results of these campaigns to determine their effectiveness. The course “Marketing Estratégico” would be a helpful resource for someone who wants to become a Marketing Manager because it provides a comprehensive overview of marketing principles and strategies. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which are all essential skills for a successful Marketing Manager.
Social Media Manager
Social Media Manager
A Social Media Manager is responsible for managing a company's social media presence. They work with marketing and creative teams to create and execute social media campaigns that promote the company and its products or services. The course “Marketing Estratégico” would be a helpful resource for someone who wants to become a Social Media Manager because it provides a strong foundation in marketing principles and strategies. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which are all essential skills for a successful Social Media Manager.
Product Manager
Product Manager
A Product Manager is responsible for developing and managing a product's lifecycle. They work with marketing, engineering, and design teams to create and launch new products, and they track the performance of these products over time. The course “Marketing Estratégico” would be a helpful resource for someone who wants to become a Product Manager because it provides a comprehensive overview of marketing principles and strategies. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which are all essential skills for a successful Product Manager.
Business Development Manager
Business Development Manager
A Business Development Manager is responsible for developing and executing business development strategies. They work with marketing and sales teams to identify new business opportunities, and they negotiate contracts with new clients. The course “Marketing Estratégico” would be a helpful resource for someone who wants to become a Business Development Manager because it provides a framework for developing and executing marketing and sales strategies. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which are all essential skills for a successful Business Development Manager.
Public relations manager
Public relations manager
A Public Relations Manager is responsible for managing a company's public relations. They work with the media, customers, and other stakeholders to build and maintain a positive image for the company. The course “Marketing Estratégico” would be a helpful resource for someone who wants to become a Public Relations Manager because it provides a solid foundation in marketing communications and public relations. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which are all essential skills for a successful Public Relations Manager.
Event Manager
Event Manager
An Event Manager is responsible for planning and executing events. They work with clients to determine the goals of the event, and they develop and implement a plan to achieve those goals. The course “Marketing Estratégico” may be useful for someone who wants to become an Event Manager because it provides a general overview of marketing principles and strategies. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which can be helpful for planning and executing events.
Sales Manager
Sales Manager
A Sales Manager is responsible for leading and managing a sales team. They work with sales representatives to develop and implement sales strategies, and they track the performance of the sales team. The course “Marketing Estratégico” may be useful for someone who wants to become a Sales Manager because it provides a general overview of marketing principles and strategies. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which can be helpful for developing and implementing sales strategies.
Customer Relationship Manager
Customer Relationship Manager
A Customer Relationship Manager (CRM) is responsible for managing relationships with customers. They work with customers to resolve issues, provide support, and build long-term relationships. The course “Marketing Estratégico” may be useful for someone who wants to become a CRM because it provides a general overview of marketing principles and strategies. The course covers topics such as understanding customers, segmenting markets, and positioning brands, which can be helpful for managing relationships with customers.
For more career information including salaries, visit:
OpenCourser.com/course/fpsdcw/marketing
Reading list
We've selected 12 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 Estratégico.
Save
Comprehensive reference on marketing management, covering topics such as market research, product development, and distribution strategy.
Save
Este livro fornece uma base sólida nos conceitos fundamentais do marketing, incluindo segmentação de mercado, posicionamento de marca e estratégias de marketing.
Save
Provides a comprehensive overview of social media marketing strategies and tactics, including content creation, community management, and social media advertising.
Provides a framework for developing and implementing strategic marketing plans.
Este livro oferece insights valiosos sobre o desenvolvimento de vantagem competitiva por meio do marketing estratégico.
Provides a comprehensive overview of digital marketing strategies and tactics, including search engine optimization, social media marketing, and email marketing.
Save
Provides a framework for developing good strategy, including clarity, focus, and alignment.
Explores the principles and practices of customer relationship management, including customer acquisition, retention, and loyalty.
Introduces the principles and techniques of marketing analytics, including data collection, analysis, and interpretation.
Introduces the principles of lean startup methodology, including customer development, agile development, and iterative product testing.
Save
Provides practical advice on how to get traction for your startup, including customer acquisition, marketing, and sales.
Explores the challenges and opportunities of crossing the chasm between early adopters and mainstream customers.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/fpsdcw/marketing
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Effort
4 semanas, de 4 a 5 horas por semana.
Level
Introductory
Via
Coursera
Institution
Fundação Instituto de Administração
Instructor
Isis Koelle
Language
Português
This course belongs to a
collection
called
Roadmap para a Estratégia. It's comprised of four courses:
- Estratégia de Negócios
- Liderança Estratégica
- Planejamento Estratégico e Finanças Estratégicas
- Marketing Estratégico (viewing)
Good to know
Apresenta conceitos relevantes para elaboração de planos estratégicos de marketing no contexto organizacional
Aborda princípios fundamentais de comportamento do consumidor, fornecendo uma base para a compreensão das necessidades e desejos dos clientes
Ensina técnicas de segmentação de mercado, mensuração de demanda e posicionamento de marca, que são habilidades essenciais para profissionais de marketing
É ministrado por profissionais experientes na área de marketing, o que garante a qualidade e relevância do conteúdo
Utiliza uma abordagem prática, com exemplos e estudos de caso, o que facilita a aplicação dos conceitos na prática
O curso é voltado para profissionais de marketing, empreendedores e estudantes da área que buscam aprimorar suas habilidades estratégicas
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