Customer Centric Marketing
Planning with a focus on the consumer, the customer centric marketing, gains more relevance and strength within the value generation chain for companies. This Master's proposal is to train professionals and entrepreneurs able to seek new value proposals for the company's business and better monitor and understand the change in mindset, behavioral movements, demands, experiences and consumption practices of its users and consumers.
The new Chief Intelligence Officers need to be more sensitive and seek to understand deeply how and why people think, behave and organize their lives. Understand your mindset, your practices and demands. These professionals need to specialize to be Chief Culture Officers and Consumer Experience Managers, knowing how to analyze in depth the behavioral changes and emerging trends that impact society and markets. These professionals need to treat their customers not just as numbers and statistical fractions, but as people and citizens.
Creative professionals and entrepreneurs
We are increasingly looking for creative professionals and entrepreneurs with a strategic profile who have the capacity to feel and understand what is to come. Visionary and vigilant professionals always willing to investigate, monitor, with a critical sense of reality and who can generate intelligence and insights for other areas. For that, it is necessary to strengthen their capacity for analytical understanding of the phenomena that govern, culture and human behavior, with keen intuition and an investigative and reflective spirit, 'attuned' and sensitive to people's insights and attentive observers of daily life.
Increasingly, marketing is the area closest to people's lives, in different contexts, moments, environments and on social media. Today it is essential that marketing, communication, strategic design and innovation professionals are able to manage not only brands, but the participation and interaction of these consumers and users in the creation, communication and delivery of value.
Throughout this Master, students will be prepared to:
- Know and manage the fundamentals of the responsive and customer centric marketing model, knowing how to manage users' purchasing and consumption journeys, using both data marketing technologies and tools, integrating them with multidisciplinary concepts and practices in applied social and behavioral sciences .
- Manage market and consumer intelligence strategically, supporting decision making in increasingly dynamic and complex business environments, generating innovative advantage for the company.
- Use the various points of contact in an integrated way to communicate and serve your audiences and targets in an individualized and responsive manner, knowing your media and content consumption profiles in the omnichannel environment.
Who is it for?
Professionals from the most diverse areas that work directly with consumers and are concerned with developing human and collaborative strategies for marketing, communication and advertising, design, market research, strategic planning, and expanding their knowledge in the area of behavior and culture studies, new scenarios and channels of interaction with people and consumers. Professionals interested in the study of social behavior and experiences and the application of analytical disciplines and techniques to the business environment.
Leaders of marketing, branding, market intelligence, customer service, sales and relationship teams; research and analytics: consultants and entrepreneurs who want to improve to understand and serve, and format new businesses with a focus on the relevance and experience of users and consumers in the segment of interest.
Companies, advertising and communication agencies that need to train their teams in the planning area. Coordinators and managers of several business segments related to the relationship and management of the customer base.
Why choose ESPM EAD?
Only at ESPM, all digital classes in all disciplines are held live, with a scheduled day and time.
ESPM professors, as well as in our face-to-face courses, have academic experience and also in the executive environment.
Interaction with the teacher
During classes, students can interact with the teacher live on the platform, answering questions and actively participating in the class in real time, simply by activating their camera and microphone.
Customize your schedules
If you prefer or are unable to participate in the live broadcasts, you can still watch the recordings of all classes, which are available on the system for the duration of the course. Thus, you customize your class schedules according to the needs of your schedule.
All lessons are recorded
Even when participating in the live broadcast, the recordings of each class still remain available in the system for review or consultation by the student until the end of the course.
Assessments directly with teachers
All activities and assessments are applied directly by the teachers of each discipline, and not by monitors or intermediaries, a practice that is common in the market.
Distance education with proximity between teachers and the class?
ESPM's EAD programs use the resources of the Canvas platform, building a modern and intuitive digital study and learning environment.
What you will learn
In a collaborative environment, students and teachers will discuss value approaches for the area, in order to plan a course completion project focusing on customer and user centric research and strategies, which should be themed and developed throughout the course.
The course has a workload of 455 hours, composed of the following subjects:
- Integrating discipline
- Marketing and Customer Centric Strategies
- Market intelligence with a focus on customer intelligence
- Human Centric Technologies
- Social Branding: Brands and Consumers
- Project Management and Agile Methodologies
- Digital Channel Management
- Social CRM
- Customer Service & Customer Sucess: Service and Relationship Management
- Inbound and Content Targeting Strategies
- Design Thinking
- Interaction Design and UX
- Digital Analytics and Social Media Insights
- User Experience Innovation
- Neuromarketing and Cognitive Psychology
- Online Behavior and Omnichannel Experience Management
- Strategic Analysis of Behavior and Consumption Trends
- Applied Human and Behavioral Sciences
- Shopology: Shopper Behavior and Psychology
- Applied Completion Project (PCA)
Web conferencing classes will be taught live on Mondays and Wednesdays, from 9/28/2020, from 7:30 pm to 9:30 pm, and allow for a more effective and real-time interaction between students and the teacher. If the student is not available to participate in the web conference at the specified time, the student can access the recording of the class later in the Virtual Learning Environment (VLE). Classes are available on the platform until the end of the course.
7:30 pm to 9:30 pm
7:30 pm to 9:30 pm
How are the ratings on Live EAD ESPM?
Assessments and final grade in each discipline
The final grade of each discipline is obtained by carrying out the activities proposed by their respective teacher. These activities will be delivered online, through the virtual learning environment, Canvas.
To obtain approval in each discipline, the student must, at the end of the period, obtain a minimum final grade of 7.0 (seven) and not exceed the established limit of 25% (twenty-five percent) of absences per discipline. In ESPM's Live EAD, non-publication of the discipline's activities is considered missing.
Course Conclusion Paper (TCC) OR Applied Conclusion Project (PCA)
At the end of the course, the student must complete a Course Conclusion Work (TCC) or an Applied Conclusion Project (PCA), depending on the pedagogical model established by each course. This work will be submitted to an examining board composed by the coordinator and some teachers of the course in question.
For this, it is necessary for the student to attend one of the ESPM units, in São Paulo, Rio de Janeiro or Porto Alegre.
About the School
Com mais de 65 anos de história, a ESPM é referência brasileira em comunicação, marketing e gestão no ensino superior, com DNA de inovação e tecnologia presente em todos os processos de aprendizagem, ... Read More