MBA em Marketing Figital 6.0 - www.unialfa.com.br

MBA in Figital Marketing 6.0

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Course Presentation

The course MBA in FIGITAL Marketing 6.0: creating immersive experiences is offered in a multidisciplinary way and with highlights for professionals who work in the areas of: administration with an emphasis on marketing, journalists, advertisers, public relations, designers, and entrepreneurs from the most diverse segments who work or wish to work in the marketing area who seek the development and improvement of skills and competencies in digital marketing for the operation and management of their activities with results that boost their careers and the organizations in which they work.

At the end of the course, the student/professional will be prepared to implement new knowledge and trends related to digital marketing, in its most diverse functions, as well as work with: the world FIGITAL, infoproduct, digital branding, consumer behavior, intelligence marketing, growth, ecommerce, marketing strategies to encompass new management and decision-making possibilities.

It will also adhere to the local realities of each organization, promoting greater regional development for the segments represented, as well as further strengthening and qualifying the market for marketing professionals in Goiás, with a vision increasingly focused on the real business strategy, with technical and applicable knowledge, and the ability to make assertive decisions in conducting work.

Differentials

Emphasis on practical interactions: Our MBA has a predominantly practical focus, even with face-to-face activities in the classroom, we always prioritize interaction and real application of situations based on the professionals' experience;
Market intelligence: No management process is complete if it is not aligned with the constant evolution of the market, therefore, this course, in its essence, focuses on innovation throughout its entire base, whether of people, processes, products, in short, business intelligence governs management and not the other way around;
Market teachers: Our teachers have extensive experience in industrial processes - together they have more than 180 years of practical experience in large companies in the country and in various sectors, such as: Coca-Cola, Kaiser, Borges Landeiro, Brasil Telecom, Sesi, Jaime Câmara and Grupo José Alves;
Business Challenge: Our MBA provides students with the practical application of everything they have experienced in the classroom in real companies, in real situations and with real executives who will help students build a mental model and apply all the course content;
Partnerships with companies and institutions: In addition to market interfaces with expert professors who are active in their respective processes, students of the MBA in Commercial Management and Market Intelligence at UNIALFA can count on the support of the companies that make up the José Alves Group: Coca-Cola Bandeirantes, Vitamedic, Rembal, Rebica Água Crystal, N&L Indústria Química. Therefore, technical visits, workshops, advanced technical missions and many other partnership opportunities are open in different commercial segments.

Target Audience

The MBA course in FIGITAL Marketing 6.0: creating immersive experiences is offered in a multidisciplinary way and with highlights for professionals who work in the areas of: administration with an emphasis on marketing, journalists, advertisers, public relations, designers, and entrepreneurs from the most diverse segments who work or wish to work in the marketing area who seek the development and improvement of skills and competencies in digital marketing for the operation and management of their activities with results that boost their careers and the organizations in which they work.

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MODULE	WORKLOAD
Marketing: from traditional to FIGITAL	8pm
Phygital Product Marketing Management	8pm
Digital Branding and Reputation Management	8pm
Pricing in the Marketing Environment	8pm
Consumer Behavior – From Neuromarketing to Memorable Connections	8pm
Marketing Intelligence: From Market Research to Data Insights	8pm
Design Thinking and Creativity	8pm
Growth Marketing	8pm
Inbound Marketing: Copywriting and Content Marketing with SEO Strategies	8pm
E-commerce and Sales Lead Management	8pm
Artificial Intelligence and Tech Enablers for Marketing 6.0	8pm
Business Analytics and Intelligence with Power BI	8pm
Omnichannel Strategies and Digital Trade Marketing	8pm
Performance Analytics on Advertising Platforms	8pm
Phygital Influencers and Influencer Marketing	8pm
Project Management and Innovation: Prototyping and Pivoting applied to Marketing	8pm
Legal aspects in consumer relations	8pm
Gamification through Storytelling	8pm
TOTAL WORKLOAD	360 h

Marketing: from traditional to FIGITAL

Basic concepts of Marketing to Digital Marketing; The evolution of marketing (Eras from Marketing 1.0 to 6.0); How to combine technology and humanity in today's marketing; The elements of Marketing 6.0; Success Stories; Practical applications.

Phygital Product Marketing Management

Concepts and fundamentals of product management. Product thinking mindset: Product vs. Project mindset. Product life cycle. Role of the product manager. Business trends in the digital economy. Agile methods as a tool in product management. Co-creation (collabs) with customers/partners/players. Product management in practice. Product portfolio management. Support tools in product management. Roles and leadership in Product Management.

Digital Branding and Reputation Management

What is Branding?; Practical applications of branding?; Brand positioning and purpose; Functions of Branding in digital; Tone of Voice; Brand persona, brand identity; Case studies of international, national, regional and local brands using Branding as a strategy; Practical tools. Crisis management and management; Definition of models and construction of planning for crisis management and management of future plans to strengthen and protect the brand in the online environment.

Pricing in the Marketing Environment

Cost concepts, classifications and nomenclatures; departmentalization and cost centers; definition of allocation bases and methodology for applying indirect costs; direct material costs; labor costs; activity-based costing; Cost, Volume and Profit Analysis; break-even point, Effects of Taxes on costs and prices, pricing (Contribution Margin, Markup, Price Research, Profit-based Formula, Unit Cost). Decision to accept or reject a proposal. Price decision for a competition. Price decision considering sales volume and targeted profit. Effects of wages, taxes, provisions, social charges and benefits on costs and prices. Integration between theory and experience of professional practice.

Consumer Behavior – From Neuromarketing to Memorable Connections

Theories and models for understanding consumer behavior. The purchasing decision-making process. Consumption and advertising. The purchasing roles. Analysis of psychological processes. Theory, concepts, and variables that lead individuals to choose and purchase consumer goods. Overview of consumer behavior (CB); Historical and epistemological bases; integrative models of consumer behavior; heuristic processes and latent variables in the purchasing decision-making process; situational and motivational variables and brand preferences. Theoretical models from a behavioral perspective.

Marketing Intelligence: From Market Research to Data Insights

Market research concepts and methodology. Market research objectives. Types, characteristics and uses of research. Quantitative and qualitative research. Statistics applied to market research. Market research plan. Applications of market research to the online environment. Marketing Analytics concepts and applications. Data Science, Big Data and Machine Learning applied to product, content and business development.

Design Thinking and Creativity

New tools for business modeling: Design Thinking.

What is Design Thinking?; Best practices to change this mindset in organizations; How to apply Design Thinking to local and regional businesses? Agile Management. Agile Life Cycle. Concept, Pillars, Life Cycle and Values of Scrum. Product Backlog and Sprint Backlog. Sprints planning. Daily Scrum. Sprint Review. Sprint Retrospective.

Growth Marketing

What is Growth? General Concepts. Professional Profile. Growth Teams. Pirate Funnel. Growth Cycles. Traction Channels. Metrics and Indicators. Success Stories. Practical Applications.

Inbound Marketing: Copywriting and Content Marketing with SEO Strategies

What is Inbound Marketing?; Inbound vs. Outbound?; Inbound Marketing best practices in content curation, production and evaluation; Buyer and Brand Persona; Sales Funnel and Consumer Journey; What is SEO?, SEO elements and structures internal to the website, elements and structures external to the website. The website as a service. SEO best practices.

E-commerce and Sales Lead Management

The course addresses the aspects of digital commerce and the transformation required within an organization to face the new challenges of using digital technologies in business, especially in online models. The mindset, characteristics and trends aimed at leveraging business or creating businesses are the current challenges of any organization and technical knowledge that will boost the careers of new professionals. Concepts and strategies are presented with a focus on E-Commerce, Lead Management and Data Analysis for decision-making, as well as examples of radical and incremental innovation, through cases of companies that have achieved results in their digital businesses. Analyze the economic impacts, behavioral characteristics and new ways in which consumers (B2C, B2B, B2B2C and D2C) interact, in addition to best practices.

Artificial Intelligence and Tech Enablers for Marketing 6.0

Artificial Intelligence, Machine Learning, IoT, Wearables, Virtual Reality, Augmented Reality, Metaverse, Blockchain, applications available on the market.

Business Analytics and Intelligence with Power BI

The course addresses aspects of intelligence and competitive strategy, addressing the organizational context and the discipline of intelligence as an essential resource for managing risks and opportunities to achieve strategic objectives, through understanding its insertion in the different business processes, what are the models and requirements for establishing an intelligence system consistent with the characteristics of the organization, techniques for directing or conducting intelligence; the intelligence cycle. Fundamentals of competitive strategy, mapping the competitive environment, formulation, generic strategies and strategy analysis tools. Enables learning about the company's positioning in the competitive environment.

Omnichannel Strategies and Digital Trade Marketing

Concepts and practices related to the integration of sales channels, as well as marketing concepts, strategies and techniques used in the omnichannel environment, in physical retail and e-commerce. Creation of differentiated shopping experiences, integration of trade marketing strategies, digital trade marketing and e-commerce. Data analysis in the omnichannel strategy to evaluate the customer experience in omnichannel. Use of AI in marketing strategies and development of customer loyalty strategies, among others. Trends and challenges of marketing in the retail environment.

Performance Analytics on Advertising Platforms

Concepts of Advertising Platforms that exist today. Understand how platforms can boost your business.

Develop paid traffic strategies on each platform such as: ad formats, target audience segmentation, campaign optimization and results measurement.

Phygital Influencers and Influencer Marketing

Influencer Marketing, what is it?, Let's talk about Experiential Marketing?, Plan your campaign correctly, Choosing Influencers, Briefing: the power of a good script, Experience plus Influence, Trends in Influence, Networking: the soul of the business, Public Relations plus Press Office, Connecting brands to influencers, The Power of Personal Marketing in Influence, Success stories.

Project Management and Innovation: Prototyping and Pivoting applied to Marketing

Principles of project management and innovation. Identifying, developing and selecting projects. Defining scope, quality, responsibility and sequence of activities. Determining costs, budget and added value to the project. The project manager and team. Organizational structure of project management. Dimensions of creativity and blockages. Types and culture of innovation. Innovation and change management. Identifying opportunities and creating an efficient Business Plan.

Legal aspects in consumer relations

Consumer rights to information. Applicability of the provisions of the consumer protection code to sales professionals. Fundamental principles of consumer relations. Consumer relations: consumer, supplier, product and service. Basic consumer rights. Consumer databases and records. Information security and privacy. Civil and criminal liabilities of the supplier in consumer relations. Commercial practices. Offer. Advertising. Abusive practices. Fundamental aspects of contractual protection. Adhesion contracts. Abusive clauses. Administrative sanctions. Consumer protection in court – individual and collective aspects. Integration between theory and experience of professional practice.

Gamification through Storytelling

Games, society and market. Gamification and business. Game elements and applicability. Theory of fun and the magic circle. Playful universe, rules and decision making. Motivation and competitive behavior. Engagement strategies in the production of playful experiences. Competition, learning, escape from reality and social interaction. Storytelling in the promotion of products from the creative industry. What is copy? What are the most used mental triggers? How to create texts that sell? What is the creative process for copy? Gamification and perspectives. Case studies and prototyping.

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Diego Alves Jacob

PhD in Marketing and Strategy from the University of Minho - Portugal (2018-2022), Master in Regional Development (Digital Marketing) from Faculdade Alfa (2012). Specialist in People Management and Marketing from the Catholic University of Goiás - UCG (2005) and in Executive Management and Market Intelligence from IPOG (2015). Graduated in Hotel Management from CEFET-GO (2003). Professor at UNIALFA and UNICAMBURY of marketing disciplines. In his professional history, he has accumulated extensive experience with over 20 years of experience in Marketing (online and offline), Marketing and Market Intelligence, Consumer Behavior, Sales Campaigns, Market Research, Results Control Actions, Strategic Planning, Leadership and Education/Training. He has accumulated recognitions and awards in several areas where he has worked.
Lattes CV

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Prof. Dr. Diego Alves Jacob

Marketing Manager with over 20 years of experience in Marketing (online and offline), Marketing and Market Intelligence, Consumer Behavior, Sales Campaigns, Market Research and Strategic Planning. He holds a PhD in Marketing and Strategy from the University of Minho - Portugal, a Master's in Regional Development (Digital Marketing) from Faculdade Alfa, a Specialist in People Management and Marketing from the Catholic University of Goiás - UCG and in Executive Management and Market Intelligence from IPOG and a degree in Hotel Management from CEFET-GO and Marketing Management from Descomplica.

Special Prof. Ivan Lucas

Prof. Esp. Thâmara Zaia Costa Barros

CEO of Jeito Zaia Enchantment Marketing, creator of the #JeitoZaia method, with Enchantment strategies. She has over 20 years of experience in Marketing, 11 of which were in charge of the shopping center, wholesale and retail markets. Specialist in Marketing and Communication from Faculdade Cambury/USP, MBA in Business Management from FGV. Specialist in Consumer Experience from ESPM, in Enchantment from Escola de Inspirações SP and graduated in Social Communication with a Specialization in Advertising and Propaganda from PUC Goiás.

Prof. Esp. Leandro Miranda Rodrigues

Administrative and financial manager with over 18 years of experience in the market, specializing in financial management and Business Intelligence. He has experience in pricing products and services in various segments, in addition to having implemented dashboards using Power BI to assist in decision making. Specialist in Financial Management, Controllership and Auditing from Fundação Getúlio Vargas and graduated in Administration and Law from UUNIALFA.

Prof. PhD. Carla Simone Castro da Silva

Federal civil servant and general coordinator of Entrepreneurship at the Federal Institute of Brasília. She has held senior management positions for over 18 years in companies such as Ambev, Kaiser-Coca-Cola, Borges Landeiro, shopping centers and Rede Globo. She holds a PhD in Strategic Marketing from the University of Minho (PT). She holds a PhD and a Master's degree in Behavioral Psychology from PUC-GO (consumer behavior research line). She is a specialist in Consumption and Retail from USP, a specialist in Marketing – FAAP, a behavior analyst from UNB and a degree in Bilingual Executive Secretariat.

Professor Leonardo Pereira de Morais

Graduated in Internet and Computer Networks from Universidade Salgado de Oliveira (2007), specialist in Information Security from Universidade Salgado de Oliveira (2012), MBA in Governance in Information Technologies from IPOG (2016). Master in Computer Science from UFG (Completion 2020), participates in the international research project (EMBRACE). Works as IT Operations Manager - Araguaia, and Professor of technology courses at Faculdade Senac GO. Researcher focused on characterizing user behavior through sentiment analysis aimed at managing futuristic wireless networks (5G networks).

Prof. Me. Ujeverson Tavares Sampaio

Bachelor's degree in Mathematics. Specialist in University Teaching and Development for Mobile Devices and the Internet, and Master's degree in Economics. Professor of Higher Education and Postgraduate courses at SENAI Fatesg College and winner of the TOP 10 SESI/SENAI GO 2021 teaching award. Public servant at the Department of Education of the State of Goiás. Professor of mathematics and electives such as data analysis and generative AIs, for high school students.

Professor Dr. Pedro Henrique Rodrigues de Sousa

Director of Blueseven Strategy and Indicators. PhD in Administration from the University of Brasília (UnB); winner of the 2021 PPGA/UnB Outstanding Thesis Award, as the author of the best Doctoral Thesis, Strategy and Innovation line. Bachelor's and Master's degrees in Administration, with a postgraduate degree in Business Strategy. Professor of the Professional Master's in Administration at the Alves Faria University Center, working on the topics of Strategic Management, Business Performance and Management by Indicators.

Taynara Flavia Sanches Jorge

She has been a communications and marketing consultant for 13 years, 10 of which have been spent managing organizational communications departments and teams. Her main areas of expertise are: public relations, third sector, relationship marketing, service marketing, digital marketing, internal communications and internal marketing, sustainability and communications planning. She is currently pursuing a master's degree in Communication at PPGCOM-UFG, in the Media and Citizenship research line. She holds a specialization in Communication and Marketing Consulting from the Federal University of Goiás (2013) and a degree in Social Communication - Public Relations from the Federal University of Goiás (2011).

Prof. Esp. Jayme Diogo Araújo

Director of Traffic and Media Performance at Ads Cool. Specialist in Communication, Marketing and Social Media and Academic Professor of Digital Strategy and Paid Traffic. and Postgraduate in Teacher Training and Educational Management. Advertising, Academic Professor and Postgraduate. Specialist in Marketing and Digital Communication. Graduated in Advertising and Propaganda, has a Postgraduate Degree in Business Communication and Digital Media and is a Postgraduate Student in Teaching Training and Educational Management.

Professor Me. José Auricicero Sousa Silva

CEO of the Human Development Institute, working in the development and self-development of people and teams, through lectures, consulting and mentoring. Has over 30 years of experience in the area of strategic people management, 25 of which were at Sesc Goiás, with expertise in the areas of Human Resources, Occupational Safety, Job and Salary Plan, Strategic People Planning and Budgeting, and Management of Learning and Internship Programs. Author of the collection Caderno do Líder and Coordinator of the Learning and Internship Program at Unifasam Junior for the Administration and Accounting Sciences courses. Master in Education, specialist in Strategic People Management and Leadership and graduated in Accounting Sciences, Administration and Pedagogy.

Perimeter Unit

Perimeter Unit
(62) 3272-5000
Perimetral Norte Avenue, 4129
Goiania / GO
ZIP Code 74445-190

Bueno Unit

Bueno Unit
(62) 3121-3236
Mutirão Avenue, 2600 (left with T-9)
Bueno Sector, Goiânia / GO
ZIP Code 74215-240

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MBA in Figital Marketing 6.0

12 months

UNIALFA Perimetral or Bueno

Fridays (7pm to 10pm) and Saturdays (8am to 6pm) - Biweekly

Doubts?

Course Presentation

Differentials

Target Audience

Marketing: from traditional to FIGITAL

Phygital Product Marketing Management

Digital Branding and Reputation Management

Pricing in the Marketing Environment

Consumer Behavior – From Neuromarketing to Memorable Connections

Marketing Intelligence: From Market Research to Data Insights

Design Thinking and Creativity

Growth Marketing

Inbound Marketing: Copywriting and Content Marketing with SEO Strategies

E-commerce and Sales Lead Management

Artificial Intelligence and Tech Enablers for Marketing 6.0

Business Analytics and Intelligence with Power BI

Omnichannel Strategies and Digital Trade Marketing

Performance Analytics on Advertising Platforms

Phygital Influencers and Influencer Marketing

Project Management and Innovation: Prototyping and Pivoting applied to Marketing

Legal aspects in consumer relations

Gamification through Storytelling

Diego Alves Jacob

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