Marketing Science e Estratégia de Marketing

Module 1 delves into the fundamental principles of marketing science and strategic marketing, providing insights into the role of data in decision-making. Topics include:

• Marketing 101 and its relationship with data science
• Brand building and consumer management
• Insights into omnichannel marketing and future trends

Module 2 provides an introduction to strategic marketing, focusing on market orientation and customer relationship management. Key areas covered include:

• Understanding market orientation and driving market dynamics
• Exploring customer relationship management and lifetime value
• Measuring and enhancing customer value

Module 3 offers an in-depth exploration of the STP model, elucidating the concepts of segmentation, targeting, and positioning. Topics include:

• Different types of segmentation and targeting strategies
• Developing and establishing brand positioning
• Understanding perceptual mapping for effective positioning

Module 4 delves into the intricacies of consumer behavior, covering the decision-making process, needs recognition, and post-purchase evaluation. Topics include:

• Impact of social media on consumer decision-making
• Exploring consumer needs and post-purchase evaluation
• Understanding consumer engagement and product involvement