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Marketing Science e Estratégia de Marketing

Sofia Ferraz and Andres Veloso

Nossas boas-vindas ao Curso Marketing Science e Estratégia de Marketing.

Neste curso, você terá uma visão geral de marketing estratégico e como o uso da ciência de marketing pode ajudar na tomada de decisão organizacional.

Nossas boas-vindas ao Curso Marketing Science e Estratégia de Marketing.

Neste curso, você terá uma visão geral de marketing estratégico e como o uso da ciência de marketing pode ajudar na tomada de decisão organizacional.

Ao final deste curso, você será capaz de compreender o papel dos dados na construção da estratégia de 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!

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What's inside

Syllabus

Módulo 1 | Marketing Science e a Estratégia de Marketing

Este módulo apresenta os principais aspectos e características que definem o marketing e o marketing estratégico. São aspectos fundamentais que te ajudam a compreender qual o papel da ciência na gestão de marketing da empresa.

Módulo 2 | Introdução ao Marketing Estratégico

Neste módulo serão abordados os principais aspectos do marketing estratégico. Ao longo do tempo a compreensão do papel do marketing na organização foi se alterando. Este módulo discute estas mudanças e atua para conscientizar o aluno da importância do marketing para a organização.

Módulo 3 | Modelo STP

Este módulo aborda uma das técnicas mais utilizadas para organizar a discussão estratégica da empresa tendo em vista decisões operacionais do composto de marketing. Iremos discutir o processo de análise e seleção de mercados alvo e como posicionar a oferta da empresa. Também abordarem ferramentas de longo prazo que permitem compreender o valor do consumidor.

Módulo 4 | Comportamento do Consumidor

Este módulo irá discutir o comportamento do consumidor. Compreender o processo decisório que está por detrás das decisões dos indivíduos é fundamental para compreender de que forma a oferta da empresa se conecta com os anseios dos consumidores individuais e dos segmentos de mercado.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Ensina sobre Marketing Estratégico, que é muito utilizado em ambientes profissionais

Traz conceitos de análise e posicionamento de mercado, que são aspectos importantes para se destacar na concorrência

Aborda o Comportamento do Consumidor, fundamental para entender o que motiva as decisões de compra

Oferece uma visão clara sobre o papel da ciência de marketing na tomada de decisão organizacional

É ministrado por instrutores com grande conhecimento no assunto, o que garante credibilidade e qualidade do conteúdo

O curso é composto por vídeos, leituras e avaliações, proporcionando uma experiência de aprendizado diversificada

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Career center

Learners who complete Marketing Science e Estratégia de Marketing will develop knowledge and skills that may be useful to these careers:

Marketing Data Analyst

Marketing Data Analysts collect, analyze, and interpret marketing data to identify trends, patterns, and opportunities for improvement. They use this data to create reports and dashboards that help businesses make better marketing decisions. The course's focus on the application of marketing science and analytics will prepare learners for success in this role.

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Market Research Manager

Market Research Managers oversee all aspects of market research, from planning and execution to analysis and reporting. They provide insights into market trends, customer behavior, and competitive landscapes. A solid grasp of marketing science, such as data collection and analysis techniques, is essential for success as a Market Research Manager. This course will provide a foundation in these areas.

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Marketing Research Analyst

Marketing Research Analysts gather, analyze, and interpret data to uncover insights into consumer behavior and market trends. This data is used to develop effective marketing campaigns and strategies. The course's focus on Marketing Science, specifically the use of data and analytics, will provide the skills and knowledge needed to succeed as a Marketing Research Analyst.

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Marketing Consultant

Marketing Consultants provide marketing advice and services to businesses to help them achieve their marketing goals. With its emphasis on marketing strategy and the use of data-driven insights, *Marketing Science and Marketing Strategy* can provide a valuable foundation for individuals interested in becoming Marketing Consultants.

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Social Media Manager

Social Media Managers plan and execute social media marketing campaigns to engage with customers, build brand loyalty, and drive traffic. The emphasis on consumer behavior in *Marketing Science and Marketing Strategy* will prove helpful for understanding the motivations and behaviors of various customer segments on different social media platforms.

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Public relations manager

Public Relations Managers create and maintain a positive public image for their organizations. They manage relationships with the media, respond to press inquiries, and develop and implement public relations campaigns. Coursework on brand management and consumer behavior will provide a foundation for understanding how to shape public perception and build a strong brand reputation.

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Sales Manager

Sales Managers lead and motivate sales teams to achieve revenue targets. They develop and implement sales strategies, manage customer relationships, and forecast sales. *Marketing Science and Marketing Strategy* will be useful by providing a foundation in market analysis, customer segmentation, and consumer behavior, which are important for understanding customer needs and developing effective sales strategies.

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Marketing Communications Manager

Marketing Communications Managers plan and execute marketing communication strategies to build brand awareness, generate leads, and drive sales. They use a variety of channels, including public relations, advertising, social media, and email marketing. *Marketing Science and Marketing Strategy* will help build a foundation in strategic marketing planning and market segmentation, which are essential for effective marketing communications.

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Marketing Manager

Marketing Managers develop strategies for advertising, promotions, and sales that generate increased brand awareness, engagement, and revenue. Success in this role relies heavily on comprehending the motivations, behaviors, and decision-making processes of consumers. *Marketing Science and Marketing Strategy*, with its emphasis on the role of data and analytics in marketing, will be a valuable tool for building a foundation for a career as a Marketing Manager.

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Advertising Manager

Advertising Managers plan and execute advertising campaigns across various media channels to promote products and services. Understanding the principles of marketing strategy, target market analysis, and consumer behavior, as covered in *Marketing Science and Marketing Strategy*, will be valuable for developing effective advertising campaigns.

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Digital Marketing Specialist

Digital Marketing Specialists plan, execute, and analyze digital marketing campaigns across various platforms, such as social media, email marketing, search engine optimization (SEO), and pay-per-click (PPC) advertising. The course will be helpful by providing knowledge of the role of data in optimizing digital marketing strategies.

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Customer Relationship Manager (CRM)

Customer Relationship Managers (CRMs) are responsible for building and maintaining relationships with customers. They identify and target potential customers, develop and implement marketing campaigns, and provide customer service. Coursework on customer behavior and market segmentation will provide insights into the needs and wants of customers, which is vital for success in this field.

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Brand Manager

Brand Managers are responsible for developing and maintaining a brand's identity and reputation. They create and execute marketing campaigns that build brand awareness, increase sales, and foster customer loyalty. *Marketing Science and Marketing Strategy* will be helpful by providing a solid understanding of consumer behavior, market analysis, and strategic marketing planning.

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Product Manager

Product Managers are responsible for the development, launch, and marketing of products. They work closely with cross-functional teams to ensure that products meet customer needs and achieve business objectives. The course's content on market segmentation, target market analysis, and consumer behavior will contribute to building the foundation needed to be successful as a Product Manager.

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Chief Marketing Officer (CMO)

Chief Marketing Officers (CMOs) are the most senior marketing executives responsible for the overall marketing strategy and direction of a company. They lead teams of marketers and oversee all aspects of marketing, including brand management, product marketing, and customer relationship management. A course on *Marketing Science and Marketing Strategy* will be helpful in understanding the complexities of strategic marketing and making informed marketing decisions.

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Reading list

We've selected 17 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 Science e Estratégia de Marketing.

Marketing Management, Global Edition