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Sofia Ferraz,
Kleber Oliveira,
and
Andres Veloso
Nossas boas-vindas ao Curso Marketing e a Jornada do Cliente.
Read more
Nossas boas-vindas ao Curso Marketing e a Jornada do Cliente.
Read more
Nossas boas-vindas ao Curso Marketing e a Jornada do Cliente.
Neste curso, você aprenderá sobre os aspectos gerais que ajudam a organização a compreender a aplicabilidade de estratégias de marketing, com ênfase no ambiente digital, levando em consideração a jornada do cliente.
Ao final deste curso, você será capaz de compreender a importância do marketing para uma organização e como analisar a jornada 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!
Register for this course and see more details by visiting:
OpenCourser.com/course/yluk57/marketing
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What's inside
Syllabus
Do Tradicional ao Digital
Neste módulo, será apresentada uma visão geral do curso e dos principais tópicos que serão abordados.
Comportamento do Consumidor
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Syllabus
Do Tradicional ao Digital
Neste módulo, será apresentada uma visão geral do curso e dos principais tópicos que serão abordados.
Comportamento do Consumidor
Read more
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.
Visão Geral do Marketing Digital
Neste módulo, será apresentada uma visão geral do marketing digital e dos principais tópicos que serão abordados.
A Jornada do Cliente e a Estratégia de Conteúdo
Neste módulo, será abordado do processo de análise construção da jornada do cliente visando oferecer valor para o consumidor.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Desenvolve a visão abrangente para compreender a jornada do cliente
Aborda as mudanças do tradicional para o digital, reforçando a relevância do marketing digital
Explora o comportamento do consumidor, auxiliando na conexão entre oferta e anseios dos clientes
Apresenta os instrutores como especialistas reconhecidos no tema abordado
Oferece uma visão geral do marketing digital e seus principais tópicos
Aborda a estratégia de conteúdo alinhada à jornada do cliente, promovendo valor ao consumidor
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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 Marketing e a Jornada do Cliente with these
activities:
Compile and review previous materials
Show steps
Analyzing previous materials will help solidify foundational knowledge.
Show steps
-
Review prior coursework, assignments, quizzes, and exams
-
Identify areas that need improvement
-
Develop a study plan to address these areas
Engage in peer-learning discussions
Show steps
Peer discussions facilitate knowledge sharing and diverse perspectives.
Show steps
-
Participate in online forums or discussion groups
-
Engage in respectful and constructive discussions
-
Share knowledge, experiences, and insights
Solve practice problems
Show steps
Practice problems provide an opportunity to apply learned concepts.
Show steps
-
Access practice problems from the course platform or external sources
-
Solve the problems independently
-
Review and analyze solutions
Four other activities
Expand to see all activities and additional details
Show all seven activities
Assist fellow learners
Show steps
Mentoring others reinforces learning and deepens understanding.
Show steps
-
Identify opportunities to provide guidance to peers
-
Offer support, answer questions, and provide constructive feedback
-
Share your own experiences and insights
Explore advanced tutorials
Show steps
Tutorials offer guidance on specific aspects of the course material.
Show steps
-
Identify tutorials that align with your learning goals
-
Follow the tutorials step-by-step
-
Practice applying the concepts covered in the tutorials
Contribute to open-source projects
Show steps
Participation in open-source projects provides valuable hands-on experience.
Show steps
-
Identify open-source projects aligned with your interests
-
Contribute code, documentation, or other resources
-
Collaborate with other contributors
Develop a case study analysis
Show steps
Creating a case study analysis promotes critical thinking and application of concepts.
Show steps
-
Select a relevant case study
-
Analyze the case study and identify key issues
-
Develop and present a comprehensive analysis
Compile and review previous materials
Show steps
Analyzing previous materials will help solidify foundational knowledge.
Show steps
Show steps
Show steps
- Review prior coursework, assignments, quizzes, and exams
- Identify areas that need improvement
- Develop a study plan to address these areas
Engage in peer-learning discussions
Show steps
Peer discussions facilitate knowledge sharing and diverse perspectives.
Show steps
Show steps
Show steps
- Participate in online forums or discussion groups
- Engage in respectful and constructive discussions
- Share knowledge, experiences, and insights
Solve practice problems
Show steps
Practice problems provide an opportunity to apply learned concepts.
Show steps
Show steps
Show steps
- Access practice problems from the course platform or external sources
- Solve the problems independently
- Review and analyze solutions
Four other activities
Expand to see all activities and additional details
Show all seven activities
Assist fellow learners
Show steps
Mentoring others reinforces learning and deepens understanding.
Show steps
Show steps
Show steps
- Identify opportunities to provide guidance to peers
- Offer support, answer questions, and provide constructive feedback
- Share your own experiences and insights
Explore advanced tutorials
Show steps
Tutorials offer guidance on specific aspects of the course material.
Show steps
Show steps
Show steps
- Identify tutorials that align with your learning goals
- Follow the tutorials step-by-step
- Practice applying the concepts covered in the tutorials
Contribute to open-source projects
Show steps
Participation in open-source projects provides valuable hands-on experience.
Show steps
Show steps
Show steps
- Identify open-source projects aligned with your interests
- Contribute code, documentation, or other resources
- Collaborate with other contributors
Develop a case study analysis
Show steps
Creating a case study analysis promotes critical thinking and application of concepts.
Show steps
Show steps
Show steps
- Select a relevant case study
- Analyze the case study and identify key issues
- Develop and present a comprehensive analysis
Career center
Learners who complete Marketing e a Jornada do Cliente will develop knowledge and skills
that may be useful to these careers:
Digital Marketing Manager
Digital Marketing Manager
Digital Marketing Managers plan and execute marketing campaigns across various digital channels, such as social media, email, and paid advertising. This course provides an overview of core marketing concepts, specifically within the digital marketing landscape, which can help Digital Marketing Managers better understand how to create effective marketing campaigns.
Marketing Professor
Marketing Professor
Marketing Professors teach marketing courses at colleges and universities. The Marketing and Customer Journey course provides an overview of core marketing concepts and teaching strategies, which can help Marketing Professors better understand how to develop and deliver effective marketing courses.
Content Marketing Manager
Content Marketing Manager
Content Marketing Managers plan and execute content marketing campaigns to attract and engage customers. The Marketing and Customer Journey course provides an overview of core marketing concepts and content marketing strategies, which can help Content Marketing Managers better understand how to create effective content that meets the needs of their target audience.
Advertising Manager
Advertising Manager
Advertising Managers are responsible for planning and executing advertising campaigns. The Marketing and Customer Journey course provides an overview of core marketing concepts and advertising strategies, which can help Advertising Managers better understand how to create and execute effective advertising campaigns.
Brand Manager
Brand Manager
Brand Managers are responsible for developing and managing brand strategies. The Marketing and Customer Journey course provides an overview of core marketing concepts and branding strategies, which can help Brand Managers better understand how to build and manage strong brands.
Marketing Consultant
Marketing Consultant
Marketing Consultants help businesses develop and execute marketing strategies. The Marketing and Customer Journey course provides an overview of core marketing concepts and strategies, which can help Marketing Consultants better understand how to develop and implement effective marketing plans for their clients.
Product Marketing Manager
Product Marketing Manager
Product Marketing Managers are responsible for developing and managing product marketing strategies. The Marketing and Customer Journey course provides an overview of core marketing concepts and product marketing strategies, which can help Product Marketing Managers better understand how to create and execute effective product marketing campaigns.
Marketing Analyst
Marketing Analyst
Marketing Analysts collect and analyze data to measure the effectiveness of marketing campaigns. The Marketing and Customer Journey course provides an overview of data analysis techniques, which can help Marketing Analysts better understand how to collect, analyze, and interpret data to make informed marketing decisions.
Market Research Analyst
Market Research Analyst
Market Research Analysts conduct and interpret surveys to understand consumer behavior and preferences. With the knowledge gained from this Marketing and Customer Journey course, Market Research Analysts can better understand how to build out these surveys and better interpret consumer responses, in order to craft better marketing campaigns.
Customer Success Manager
Customer Success Manager
Customer Success Managers are responsible for ensuring that customers are satisfied with a company's products or services. The Marketing and Customer Journey course provides an overview of core marketing concepts and customer journey mapping, which can help Customer Success Managers better understand how to identify and meet the needs of their customers.
Social Media Manager
Social Media Manager
Social Media Managers create and manage social media content for businesses. The Marketing and Customer Journey course provides insights into consumer behavior, which can help Social Media Managers better understand how to create engaging content that resonates with target audiences on social media.
Account Manager
Account Manager
Account Managers are responsible for managing relationships with existing customers. The Marketing and Customer Journey course provides an overview of core marketing concepts and customer relationship management strategies, which can help Account Managers better understand how to build and maintain strong customer relationships.
Business Development Manager
Business Development Manager
Business Development Managers are responsible for generating new business for companies. The Marketing and Customer Journey course provides an overview of core marketing concepts and sales strategies, which can help Business Development Managers better understand how to identify and qualify potential customers.
Public relations manager
Public relations manager
Public Relations Managers are responsible for managing a company's public image. The Marketing and Customer Journey course provides an overview of core marketing concepts and public relations strategies, which can help Public Relations Managers better understand how to build and maintain a positive public image for their company.
Sales Manager
Sales Manager
Sales Managers are responsible for leading and motivating sales teams. The Marketing and Customer Journey course provides an overview of core marketing concepts and sales management strategies, which can help Sales Managers better understand how to develop and execute effective sales strategies.
For more career information including salaries, visit:
OpenCourser.com/course/yluk57/marketing
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
Marketing e a Jornada do Cliente.
Um livro-texto amplamente utilizado em cursos de marketing digital, esta obra oferece uma abordagem abrangente dos conceitos, ferramentas e estratégias essenciais para profissionais de marketing.
Save
Uma obra clássica no campo das comunicações de marketing, este livro explora os diferentes canais de comunicação e as estratégias para integrá-los efetivamente.
Este livro é um guia prático para usar dados de consumidores para melhorar as estratégias de marketing digital. Ele ensina como coletar, analisar e interpretar dados para tomar melhores decisões de marketing.
Esta é uma leitura essencial para qualquer pessoa interessada em marketing. Abrange os fundamentos do marketing, incluindo segmentação de mercado, posicionamento de produto e desenvolvimento de estratégias de marketing.
Save
Este livro clássico explora os princípios psicológicos da persuasão, oferecendo insights valiosos para profissionais de marketing que desejam influenciar efetivamente o comportamento do consumidor.
Save
Este livro oferece uma abordagem prática para projetar produtos e serviços que promovem mudanças comportamentais positivas, fornecendo estratégias de design baseadas em psicologia comportamental.
Save
Este livro fornece uma compreensão profunda do comportamento do consumidor. Ele explora os fatores psicológicos, sociais e culturais que influenciam as decisões de compra.
Este livro fornece um guia passo a passo para o desenvolvimento e implementação de estratégias de marketing de mídia social eficazes.
Este livro é uma referência abrangente para marketing de conteúdo. Ele fornece instruções passo a passo sobre como criar e distribuir conteúdo valioso que atraia e envolva os clientes.
Save
Este livro é um guia abrangente para marketing em mídias sociais. Ele abrange os fundamentos do marketing em mídias sociais e fornece instruções passo a passo sobre como criar e gerenciar campanhas de marketing em mídias sociais.
Save
Este livro é um guia abrangente para marketing móvel. Ele abrange os fundamentos do marketing móvel e fornece instruções passo a passo sobre como criar e gerenciar campanhas de marketing móvel.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/yluk57/marketing
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Effort
4 semanas, de 4 a 5 horas por semana.
Level
Introductory
Via
Coursera
Institution
Fundação Instituto de Administração
Instructors
Sofia Ferraz
Kleber Oliveira
Andres Veloso
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 (viewing)
- Estratégia Digital e o Comportamento de Busca do Consumidor
- Comportamento e Marketing Digital
Good to know
Desenvolve a visão abrangente para compreender a jornada do cliente
Aborda as mudanças do tradicional para o digital, reforçando a relevância do marketing digital
Explora o comportamento do consumidor, auxiliando na conexão entre oferta e anseios dos clientes
Apresenta os instrutores como especialistas reconhecidos no tema abordado
Oferece uma visão geral do marketing digital e seus principais tópicos
Aborda a estratégia de conteúdo alinhada à jornada do cliente, promovendo valor ao consumidor
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