O curso "Introdução ao Marketing Analítico" oferece uma introdução prática e simplificada ao uso de dados em marketing para embasar decisões estratégicas. Ao longo de cinco módulos temáticos, o curso aborda desde a importância de definir e utilizar métricas em marketing até a aplicação de análise de agrupamentos e a análise do posicionamento de marca.
Os participantes aprenderão a desenvolver métodos de levantamento de dados primários e secundários, desenvolver hipóteses testáveis, segmentar o mercado com base no comportamento do consumidor, gerar insights para o posicionamento de marca e suportar a tomada de decisões em marketing com base em fatos e dados.
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The course consists of five thematic modules, each providing practical and simplified techniques for data-driven marketing decisions.
The "Boas-Vindas" module serves as an introduction to the course, presenting the importance of analytical marketing and the software tools utilized. It also includes initial surveys, FAQ discussions, and prepares students to begin the course.
The "O que eu Meço, eu Gerencio" module delves into the fundamental concepts of marketing, the importance of analytical marketing, and techniques to apply in practice, including the use of essential marketing tools and evaluations.
The "A Arte de Perguntar, Medir e Entender o Mercado" module covers quantitative marketing research, data collection instruments, primary and secondary data usage, and questionnaire construction, aiming to provide a comprehensive understanding of market analysis.
The "Inferindo Propriedades e Características de uma População" module explores hypothesis testing, correlation analysis, regression analysis, and their applications to infer population characteristics, utilizing various software tools for practical implementation.
The "Segmentação Baseada em Comportamento do Consumidor" module focuses on behavioral segmentation, cluster analysis, and application of segmentation methods to understand consumer behavior, providing practical insights for market targeting.
The "Analisando o seu Posicionamento (Marca e Concorrência)" module explores the concept of brand positioning, perceptual mapping, and preference mapping, offering practical applications to understand and analyze market positioning and competition.
The "Fechamento" module concludes the course with a satisfaction survey and final evaluation, providing participants with the opportunity to provide feedback and assess their knowledge gained.
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