The learning objective of this course is to enable participants to critically analyze the marketing performance of organizations, in the face of the state of the art in the field, and to develop actions for improvement and/or transformation, considering the contemporary challenges related to the market and consumption.

The course will cover topics such as: (1) the customer journey in a connected world; (2) the structures of social influence in the B2B and B2C journeys; (3) the evolution of consumption through the access economy; (4) integration of marketing distribution channels(omnichannel); (5) efficiencies and inefficiencies in digital marketing communication; (6) integration of digital and traditional marketing communication; (7) marketing analytics; (9) agile marketing management; (10) data in marketing management; (11) artificial intelligence and consumer experiences; and (12) the role of marketing in organizational strategies aimed at sustainability or environmental and social governance (ESG).