Certificate in Communication and Digital Marketing

The objective of the course is to develop professionals to work in the digital age, with a creative vision and knowledge to plan innovative digital marketing actions. The program consolidates communication and digital marketing knowledge within a contemporary vision that is adequate to the globalized behavior of today's society. In a collaborative environment, participants will plan actions and an applied communication and marketing project at the conclusion of the course.

Modality

HYFLEX. Be free to participate in live classes in person at ESPM units or virtually via Zoom. Participate in person to live immersive experiences and network. Or join virtually from wherever you are to best fit your schedule and location. Lecture recordings available to review discussions (does not generate absence allowance).

* There is a mandatory face-to-face meeting on Saturdays per discipline in HyFlex graduate programs, on average one Saturday per month

for whom it is intended

Professionals from different areas, at the beginning of their careers, who are interested in learning about or expanding their knowledge in the world of digital marketing, who need specialization in this area and who seek to meet the new emerging possibilities. Indicated for professionals at the beginning of their careers and in the phase of professional growth.

what will you learn

All course disciplines will have a class dedicated to the participation of a special guest, leader of a relevant company and pertinent to the theme of each subject.

Leveling

Objective: to introduce the student to basic concepts and often of leveling, given the multidisciplinarity of the course and the profile of graduates.

• Marketing Fundamentals (Distance Education)

Strategic and conceptual module

Understand the concepts of digital marketing and the whole environment that permeates this area. Learning to develop strategic and analytical skills in the face of technological tools and trends capable of enhancing digital transformation in business projects.

• Branding, Communication and Digital Marketing
• Project Management and Agile Methods
• Digital Platforms and E-Commerce Operations
• Digital Analytics and Storytelling with Data

digital application module

Understand, diagnose and propose solutions to the challenges of the digital marketing market with innovative proposals, structured in market practices and 100% of the digital approach. Each article was thought of in the real application of the market, going through all the areas that comprise the digital marketing of large companies and agencies.

• Social Media and Influencer Marketing
• Search Engine Marketing
• Content and Inbound Marketing
• Adtech, Martech & Growth Hack
• Customer Centricity (CRM)
• Mobile Marketing and User Experience (UX)

Business skills module

Develop leadership skills, presentation of results, negotiation techniques and culturally sensitive corporate diplomacy that promote healthy career advancement and continuous improvement of an innovative organizational culture.

• Leadership and Strategic People Management

integration module

The Multidisciplinary Integrative Project aims to support learning in the execution of digital marketing projects aimed at innovation with appropriate and globalized methods.

• PIM (Orientation, Boards and Project Elaboration)

Classes are held on the ESPM graduate campus, and can be taught at other locations, pre-scheduled by the professor. The EAD disciplines, indicated in the course program, will take place concomitantly with the face-to-face disciplines and in the initial period of the course.

The demand for digital marketers who can navigate through today's digital transformation is challenging.

This course is suitable for those who want to understand and work with digital marketing, making the most of its main tools, which today are dominating the modern communication environment. The course combines theoretical analysis and practical understanding of the main digital marketing processes and their relationships with strategies in the digital environment. Concepts ranging from the principles of communication and marketing, through the study and practice of each of the modern strategies of interaction and conversion, going into production and communication in an interactive environment, to the articulation of these aspects in the construction of campaigns and digital products will be addressed. .

The demand for digital marketers who can navigate through today's digital transformation is challenging. Many companies report the effort to find and retain professionals with up-to-date and strategic skills in the digital market. This makes the perfect time to develop those skills that offer the greatest impact to employers.

Throughout the program, you will learn to:

• Master the main fundamentals of digital marketing channels, such as display, search marketing and social media, diving deep into the world of content marketing;
• Explore the impact of key trends in the digital marketing industry, including Mobile Marketing and Automation;
• Discover implementation frameworks and data-driven analysis (Data Driven), as well as the measurement of digital marketing campaigns;
• Develop corporate market skills and how to present results in a strategic and up-to-date manner.

Throughout the program, you will:

• Understand the entire strategy and implementation perspective required to become a digital marketer;
• Get hands-on experience of essential digital marketing skills including SEO, SEM, social media, email marketing and display ads
• Learn how to optimize your marketing strategies using metrics, conversion optimization and A/B testing;
• Create high-impact content for a new generation of consumers;
• Develop social media advertising strategies using content that you will plan yourself.