Marketing Digital from Coursera

Aprenda a desenvolver a estratégia de marketing digital para a sua empresa ou startup, nesse curso você irá aprender sobre os principais pontos do Marketing como ROI, SEO, SEM, Testes AB e como gerenciar o funil de conversão e também como usar plataformas como Google adwords e Analytics, Facebook Ads e Email Marketing.

Esse curso é ministrado por profissionais do mercado que vão apresentar como aplicar cada um dos conceitos com aulas teóricas e práticas.

Neste curso serão abordados os seguintes temas:

Diferença entre o marketing tradicional

Importância do ROI e como calcular

Introdução a funil

Google Analytics

Google Adwords

Tipos de canais

Como funciona SEM

Como funciona SEO

Como funciona Facebook Ads

Como funciona Email Marketing

Configurando e planejando campanhas

Testes AB

Como escolher sua estratégia

Metrificação e iteração

Ao final desse curso, esperamos que você esteja familiarizado com os principais conceitos, ferramentas e metodologias do marketing digital.

Não deixe de ver as perguntas frequentes antes de se inscrever

Conheça os nossos outros cursos:

- Criação de Startups: Como desenvolver negócios inovadores

https://www.coursera.org/learn/criacao-startups

- UX / UI: Fundamentos para o design de interface

https://www.coursera.org/learn/ux-ui-design-de-interface

- Consolidando empresas: Estrutura jurídica e financeira

https://www.coursera.org/learn/consolidando-empresas

- Inove na gestão de equipes e negócios: o crescimento da empresa

https://www.coursera.org/learn/gestao-equipes-negocios

- Marketing e vendas B2B: fechando novos negócios

https://www.coursera.org/learn/marketing-vendas-b2b

What's inside

Syllabus

O que é marketing digital?

Bem-vindo! Nesta primeira semana do curso de marketing digital, você aprenderá sobre os seguintes temas: (i) o que é e como funciona o marketing digital, (ii) diferenças do marketing digital para o marketing tradicional, (iii) conceitos básicos do marketing digital, (iv) introdução ao funil de conversão e (v) como usar o Google Analytics. Ao longo desse trajeto, contaremos com a presença do cofundador da Revelo Lucas Mendes.

Tipos de canais e SEM

Nesta segunda semana do curso de marketing digital, você aprenderá sobre os seguintes temas: (i) quais são os diferentes tipos de canais usados no marketing digital, (ii) as diferentes características de cada canal, (iii) como funciona o SEM - Search Engine Marketing e (iv) como funciona o Google Adwords e como estruturá-lo. Ao longo desse trajeto, contaremos com a presença do cofundador da Revelo Lucas Mendes.

SEO e Facebook Ads

Nesta terceira semana do curso de marketing digital, você aprenderá sobre os seguintes temas: (i) como funciona o SEO - Search Engine Optimization, (ii) como melhorar o desempenho do seu site com SEO onsite, (iii) como melhorar o desempenho do seu site com o SEO offsite, (iv) como usar o Facebook Ads, (V) como estruturar campanhas no Facebook Ads. Ao longo desse trajeto, contaremos com a presença do cofundador da Revelo Lucas Mendes, e do Head de Marketing e BI da Ingresse, Fabio Saito.

Email Marketing e Growth Hacks

Nesta quarta semana do curso de marketing digital, você aprenderá sobre os seguintes temas: (i) como usar e estruturar um email marketing, (ii) como estruturar campanhas, (ii) como medir e otimizar campanhas de email marketing e (iii) growth hacks. Ao longo desse trajeto, contaremos com a presença do especialista em marketing Lucas Soriani.

Medir, Testar e Iterar

Nesta última semana do curso de marketing digital, você aprenderá sobre os seguintes temas: (i) como funcionam e como fazer testes A/B, (ii) como montar uma estratégia, (iii) como alocar budget e fazer um demonstrativo de resultados e (iv) como metrificar e iterar. Ao longo desse trajeto, contaremos com as presenças do especialista em marketing Lucas Soriani e do Head de Marketing e BI da Ingresse, Fabio Saito.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Ensina sobre os principais conceitos do Marketing Digital, como ROI, SEO, SEM e funil de conversão, o que é essencial para profissionais da área

Aborda diversas plataformas e ferramentas importantes para o Marketing Digital, como Google Adwords, Analytics, Facebook Ads e Email Marketing, o que é valioso para profissionais que buscam uma visão ampla do setor

Fornece aulas teóricas e práticas, o que permite aos alunos aplicarem os conceitos aprendidos na prática, melhorando sua compreensão e habilidades

Ministrado por profissionais do mercado que atuam em empresas reconhecidas, o que traz credibilidade e experiência prática para as aulas

Inclui testes AB e métricas para otimização de campanhas, o que é crucial para profissionais que desejam melhorar os resultados de suas estratégias de marketing

Pode ser indicado como curso complementar para quem já possui conhecimentos básicos em Marketing Digital, pois aborda conceitos mais avançados e específicos

Reviews summary

Marketing digital essencial

Este curso da USP oferece uma introdução abrangente ao marketing digital, cobrindo conceitos, ferramentas e estratégias fundamentais. Com aulas didáticas ministradas por especialistas do mercado, os alunos ganham uma base sólida para navegar no complexo mundo digital. O curso aborda tópicos como ROI, SEO, SEM, métricas e plataformas como Google AdWords e Analytics, preparando os alunos para aplicar efetivamente o marketing digital em seus empreendimentos.

O curso está projetado para ser acessível a alunos de todas as origens, independentemente de sua experiência anterior em marketing.

"Os instrutores começam com os fundamentos do marketing digital, tornando o curso apropriado para iniciantes."

"Eles fornecem recursos adicionais e leituras recomendadas para aqueles que desejam se aprofundar nos tópicos."

O curso enfatiza fortemente a medição e análise de métricas, capacitando os alunos a rastrear e quantificar os resultados de suas campanhas de marketing digital.

"Os instrutores dedicam uma semana inteira à medição e iteração, ensinando os alunos a usar ferramentas analíticas para medir o sucesso de suas campanhas."

"O curso oferece insights sobre quais métricas são mais importantes para rastrear e como analisá-las para tomar decisões informadas."

O curso destaca exemplos práticos e estudos de caso que ajudam os alunos a entender como aplicar conceitos de marketing digital no mundo real.

"O curso apresenta um estudo de caso que se desenrola ao longo das aulas, mostrando como aplicar os conceitos de marketing digital."

"Os instrutores fornecem exemplos concretos de campanhas de marketing bem-sucedidas e malsucedidas, destacando as lições aprendidas."

O curso é ministrado por profissionais experientes do mercado de marketing digital, que compartilham seus conhecimentos e experiências práticas.

"Os instrutores têm décadas de experiência combinada em marketing digital."

"Eles fornecem insights valiosos sobre as últimas tendências e melhores práticas do setor."

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 Digital with these activities:

Google Analytics tutorial

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Review the basics of Google Analytics to better understand how to use it for your marketing campaigns.

Browse courses on Google Analytics

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Create a Google Analytics account if you don't have one.
Add Google Analytics tracking code to your website.
Configure your Google Analytics settings.
Learn how to use Google Analytics reports.

Google AdWords tutorial

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Learn the basics of Google AdWords to start running your own paid advertising campaigns.

Browse courses on Google AdWords

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Create a Google AdWords account if you don't have one.
Set up your Google AdWords campaign.
Create your Google AdWords ads.
Manage your Google AdWords campaign.

Social media marketing exercises

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Get hands-on experience with social media marketing by running a campaign for your business or a hypothetical business.

Browse courses on Social Media Marketing

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Choose a social media platform to focus on.
Create a social media marketing plan.
Create and publish social media content.
Engage with your audience on social media.
Measure your social media marketing results.

Four other activities

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SEO exercises

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Practice SEO techniques to improve your website's ranking in search engine results pages (SERPs).

Browse courses on SEO

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Choose a keyword to target.
Optimize your website's content for your target keyword.
Build backlinks to your website.
Monitor your website's SEO performance.

Marketing plan

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Gain a comprehensive understanding of all elements of a marketing plan by creating one for your business or a hypothetical business.

Browse courses on Marketing Plan

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Define your target audience.
Set your marketing goals.
Develop your marketing strategies.
Create your marketing budget.
Measure your marketing results.

A/B testing exercises

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Practice A/B testing to improve your understanding of how to optimize your marketing campaigns.

Browse courses on A/B Testing

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Choose a variable to test.
Create two versions of your marketing campaign.
Run your A/B test.
Analyze your A/B test results.

Content marketing campaign

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Develop and execute a content marketing campaign to practice all steps involved in the process, from planning to promotion.

Browse courses on Content Marketing

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Define your target audience.
Research your topic.
Create your content.
Promote your content.
Measure your results.

Career center

Learners who complete Marketing Digital will develop knowledge and skills that may be useful to these careers:

Digital Marketing Specialist

A Digital Marketing Specialist develops and executes marketing campaigns using digital channels for clients. Such an individual must understand the principles of digital marketing, which can be learned through this course. This course provides an overview of the digital marketing landscape, including topics such as search engine optimization (SEO), social media marketing, and email marketing. The course also covers the use of Google Analytics, a tool that can be used to track the performance of digital marketing campaigns. This knowledge and experience gained from the course would give an aspiring Digital Marketing Specialist a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for Digital Marketing Specialist

Marketing Manager

A Marketing Manager is responsible for planning, developing, and executing marketing campaigns. This course can help a Marketing Manager to develop these skills by providing them with an overview of the digital marketing landscape. The course also covers the use of Google Analytics, a tool that can be used to track the performance of marketing campaigns. This knowledge would give an aspiring Marketing Manager a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for Marketing Manager

SEO Specialist

An SEO Specialist optimizes websites for search engines so that they appear higher in search results. This course can help an SEO Specialist to develop these skills by providing them with an overview of the digital marketing landscape. The course also covers the use of Google Analytics, a tool that can be used to track the performance of digital marketing campaigns. This knowledge would give an aspiring SEO Specialist a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for SEO Specialist

Social Media Manager

A Social Media Manager is responsible for developing and executing social media campaigns. This course can help a Social Media Manager to develop these skills by providing them with an overview of the digital marketing landscape. The course also covers the use of Google Analytics, a tool that can be used to track the performance of digital marketing campaigns. This knowledge would give an aspiring Social Media Manager a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for Social Media Manager

Content Marketing Manager

A Content Marketing Manager is responsible for developing and executing content marketing campaigns. This course can help a Content Marketing Manager to develop these skills by providing them with an overview of the digital marketing landscape. The course also covers the use of Google Analytics, a tool that can be used to track the performance of digital marketing campaigns. This knowledge would give an aspiring Content Marketing Manager a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for Content Marketing Manager

Email Marketing Manager

An Email Marketing Manager is responsible for developing and executing email marketing campaigns. This course can help an Email Marketing Manager to develop these skills by providing them with an overview of the digital marketing landscape. The course also covers the use of Google Analytics, a tool that can be used to track the performance of digital marketing campaigns. This knowledge would give an aspiring Email Marketing Manager a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for Email Marketing Manager

Online Marketing Manager

An Online Marketing Manager is responsible for developing and executing online marketing campaigns. This course can help an Online Marketing Manager to develop these skills by providing them with an overview of the digital marketing landscape. The course also covers the use of Google Analytics, a tool that can be used to track the performance of digital marketing campaigns. This knowledge would give an aspiring Online Marketing Manager a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for Online Marketing Manager

Marketing Analyst

A Marketing Analyst is responsible for collecting, analyzing, and interpreting data to improve the effectiveness of marketing campaigns. This course can help a Marketing Analyst to develop these skills by providing them with an overview of the digital marketing landscape. The course also covers the use of Google Analytics, a tool that can be used to track the performance of digital marketing campaigns. This knowledge would give an aspiring Marketing Analyst a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for Marketing Analyst

Product Marketing Manager

A Product Marketing Manager is responsible for developing and executing marketing plans for products. This course can help a Product Marketing Manager to develop these skills by providing them with an overview of the digital marketing landscape. The course also covers the use of Google Analytics, a tool that can be used to track the performance of digital marketing campaigns. This knowledge would give an aspiring Product Marketing Manager a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for Product Marketing Manager

Growth Hacker

A Growth Hacker is responsible for using data and experimentation to drive growth for companies. This course can help a Growth Hacker to develop these skills by providing them with an overview of the digital marketing landscape. The course also covers the use of Google Analytics, a tool that can be used to track the performance of digital marketing campaigns. This knowledge would give an aspiring Growth Hacker a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for Growth Hacker

Digital Strategist

A Digital Strategist is responsible for developing and executing digital marketing strategies. This course can help a Digital Strategist to develop these skills by providing them with an overview of the digital marketing landscape. The course also covers the use of Google Analytics, a tool that can be used to track the performance of digital marketing campaigns. This knowledge would give an aspiring Digital Strategist a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for Digital Strategist

Data Analyst

A Data Analyst is responsible for collecting, analyzing, and interpreting data to help businesses make informed decisions. This course can may be useful for a Data Analyst by providing them with an overview of the digital marketing landscape. The course also covers the use of Google Analytics, a tool that can be used to track the performance of digital marketing campaigns. This knowledge may give an aspiring Data Analyst a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for Data Analyst

Business Analyst

A Business Analyst is responsible for analyzing business processes and identifying areas for improvement. This course can may be useful for a Business Analyst by providing them with an overview of the digital marketing landscape. The course also covers the use of Google Analytics, a tool that can be used to track the performance of digital marketing campaigns. This knowledge may give an aspiring Business Analyst a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for Business Analyst

Market Research Analyst

A Market Research Analyst is responsible for conducting market research to gather data about consumers and their behavior. This course can may be useful for a Market Research Analyst by providing them with an overview of the digital marketing landscape. The course also covers the use of Google Analytics, a tool that can be used to track the performance of digital marketing campaigns. This knowledge may give an aspiring Market Research Analyst a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for Market Research Analyst

Advertising Manager

An Advertising Manager is responsible for developing and executing advertising campaigns. This course can may be useful for an Advertising Manager by providing them with an overview of the digital marketing landscape. The course also covers the use of Google Analytics, a tool that can be used to track the performance of digital marketing campaigns. This knowledge may give an aspiring Advertising Manager a competitive edge in the field and help them carry out their daily responsibilities more effectively.

See salaries and explore the career path for Advertising Manager

Marketing Digital

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Reviews summary

Marketing digital essencial

Activities

Career center

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