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Andres Veloso, Christian Munaier, and Sofia Ferraz

Nossas boas-vindas ao Curso Hábitos do Consumidor.

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Nossas boas-vindas ao Curso Hábitos do Consumidor.

Este curso tem como objetivo apresentar uma visão geral sobre como os consumidores criam e utilizam hábitos para tomar decisões de compra. Estas ferramentas de análise permitem compreender estes processos e atuar na elaboração de ofertas de valor para os consumidores.

Ao final deste curso, você será capaz de traçar estratégias de marketing levando em consideração o processo de seleção de mercado-alvo, a compreensão do consumidor, uso de dados e como esse processo impacta o valor vitalício do cliente.

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

Modelo STP
Este módulo apresenta o processo estratégico de análise e seleção dos mercados-alvo que a empresa irá focar suas ações. Além disso, também são discutidos os processos de criação de uma imagem para a empresa e seus produtos, ou seja, o posicionamento. Por fim, será abordado a questão do valor para o consumidor e o cálculo do CLV – Customer Lifetime Value (Valor Vitalício do Cliente).
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O Poder dos Hábitos
Neste módulo, serão discutidos os impactos dos hábitos no comportamento humano e das organizações. Iremos dissecar como o cérebro funciona e incentiva a criação de hábitos que moldam como pensamos e agimos. Este processo é importante para organizações que pretendem atuar de forma estratégica na criação de valor para os consumidores.
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.
Hábitos do Consumidor Brasileiro
Neste módulo, o aluno irá aprofundar o seu conhecimento sobre os modelos de compreensão do comportamento do consumidor e como influências socioculturais afetam o comportamento. Será dado um enfoque especial no consumidor brasileiro, que na sua maioria pertence à baixa renda e aos impactos que a pandemia da Covid-19 trouxeram.

Good to know

Know what's good
, what to watch for
, and possible dealbreakers
Apresenta um panorama de como os consumidores criam e utilizam hábitos para tomar decisões de compra
Permite compreender os processos de decisão e atuar na elaboração de ofertas de valor para os consumidores
Fornece ferramentas de análise para compreender os hábitos de consumo
É ministrado por professores experientes na área de marketing e comportamento do consumidor
Tem um currículo estruturado em quatro módulos semanais, com vídeos, leituras e testes
Aborda o conceito de valor vitalício do cliente (CLV), importante para estratégias de marketing

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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 Hábitos do Consumidor with these activities:
Conectar-se com profissionais de marketing no LinkedIn
Construir uma rede com profissionais do setor pode fornecer insights e oportunidades valiosas.
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  • Crie um perfil profissional no LinkedIn
  • Participe de grupos do LinkedIn relacionados ao marketing
  • Conecte-se com profissionais de marketing que você admira ou que trabalham em empresas que você respeita
Participar de tutoriais sobre o Modelo STP
Dominar o Modelo STP é essencial para desenvolver estratégias de marketing eficazes.
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  • Encontre tutoriais sobre o Modelo STP online ou em bibliotecas
  • Assista aos tutoriais e tome notas
  • Pratique a aplicação do Modelo STP a cenários de negócios
Desenvolver um plano de marketing para atingir um segmento de mercado específico
Desenvolver um plano de marketing prático permitirá que você aplique os princípios do curso a situações do mundo real.
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  • Selecione um segmento de mercado específico
  • Conduza uma análise da concorrência e do mercado
  • Desenvolva estratégias de marketing para atingir o segmento-alvo
  • Crie um plano de implementação e monitoramento
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Career center

Learners who complete Hábitos do Consumidor will develop knowledge and skills that may be useful to these careers:
Marketing Manager
You will be qualified to guide marketing teams in targeting campaigns, increasing brand awareness, and developing strategies to meet consumer needs.
Product Manager
With your knowledge of consumer behavior and habits, you will be able to develop products that meet their needs and desires.
Business Development Manager
By understanding how consumer habits influence business operations, you will be capable of developing and executing successful business plans.
Consumer Insights Analyst
This course will help you build a foundation in understanding consumer habits and behaviors. You will become a master of gathering and analyzing data to help businesses make better decisions.
Market Research Analyst
Your understanding of consumer habits, gained through this course, will enable you to collect and interpret data to understand market trends and identify opportunities.
Sales Manager
This course explores the thought process behind consumer purchases. It will help you build a foundation to effectively develop and execute sales strategies that convert.
Account Manager
You can leverage your knowledge of consumer habits to develop strategies for building and maintaining strong customer relationships.
Brand Manager
By understanding consumer habits and how to build brand loyalty, you can help organizations establish a strong brand identity and increase brand awareness.
Customer Success Manager
This course will help you build a foundation in understanding consumer habits and behaviors, allowing you to develop and implement strategies to drive customer satisfaction and retention.
Marketing Consultant
Your knowledge of consumer habits will allow you to provide valuable insights to clients, helping them develop and execute effective marketing campaigns.
User Experience Researcher
This course may be helpful, as it will enhance your ability to understand consumer behaviors and habits.
Data Analyst
This course may be helpful, as it will help you gather and analyze data on consumer habits and behaviors.
Social Media Manager
This course may be helpful, as it will provide you with insights into consumer habits and behaviors on social media.
Content Marketing Manager
This course may be helpful by providing you with insights into consumer behavior and how to create content that resonates with them.
Public relations manager
This course may be helpful as it will allow you to understand consumer perceptions and build relationships with key stakeholders.

Reading list

We've selected 19 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 Hábitos do Consumidor.
Explores the science of habit formation and provides insights into how businesses can use this knowledge to create products and services that are more appealing to consumers. It will be of particular interest to students who want to learn more about the role of habits in consumer behavior.
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Explores the two systems of thinking that the human brain uses: System 1, which is fast, intuitive, and emotional, and System 2, which is slow, deliberate, and rational. It will be of interest to students who want to learn more about the cognitive processes that underlie consumer behavior.
This textbook provides a comprehensive overview of consumer behavior, including the psychological, social, and cultural factors that influence consumer decision-making. It will be especially helpful for students who want to learn more about the theoretical underpinnings of consumer habits.
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Explores the concept of nudging, which way of influencing people's behavior without forcing them to do anything. It will be of interest to students who want to learn more about how businesses can use nudges to encourage consumers to make healthier, wealthier, and happier choices.
Explores the psychology of choice and provides insights into how people make decisions when faced with multiple options. It will be of interest to students who want to learn more about the role of choice in consumer behavior.
Examines the irrational ways that people make decisions and provides insights into how businesses can use this knowledge to create more effective marketing campaigns. It will be of interest to students who want to learn more about the cognitive biases that influence consumer behavior.
Explores the paradox of choice, which is the idea that having too many options can actually lead to less satisfaction. It will be of interest to students who want to learn more about the role of choice in consumer behavior.
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Explores the science of motivation and provides insights into what drives people to achieve their goals. It will be of interest to students who want to learn more about the psychological factors that influence consumer behavior.
A classic textbook in the field of marketing, the fifteenth edition of _Marketing Management_ provides a comprehensive overview of the core concepts and practices of marketing. While it is not specifically focused on consumer habits, it provides a solid foundation in marketing principles that will be helpful for students taking the Hábitos do Consumidor course.
Provides a framework for understanding cultural differences in business. It will be helpful for students who want to learn more about how cultural factors influence consumer behavior.
Explores the impact of the internet on our brains and our ability to focus and think deeply. It will be of interest to students who want to learn more about how the digital age is shaping consumer behavior.
Personal memoir of one woman's year-long experiment in happiness. While it is not specifically focused on consumer habits, it provides insights into the factors that influence happiness and well-being, which can be helpful for understanding consumer behavior in general.
Este livro clássico aborda os princípios psicológicos da persuasão e influência, que podem ser aplicados no marketing para moldar as percepções e comportamentos dos consumidores.
Este livro fornece uma revisão abrangente das ferramentas e técnicas de neuromarketing, ajudando os profissionaentender como o cérebro responde aos estímulos de marketing.
Este livro abrangente cobre todos os aspectos do marketing, incluindo segmentação, posicionamento, desenvolvimento de produtos e distribuição, fornecendo contexto adicional para o estudo dos hábitos do consumidor.
Esta coleção abrangente de ensaios fornece uma visão aprofundada de tópicos avançados em comportamento do consumidor, incluindo tendências emergentes e pesquisas de ponta.

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