O uso das ferramentas de marketing digital para a venda de cursos online por empresas de pequeno e médio porte

Detalhes bibliográficos
Autor(a) principal: Alexandre Cesar Machado, Osello
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
Texto Completo: http://tede2.espm.br/handle/tede/733
Resumo: This study aims to analyze how small and medium-sized companies are using digital marketing tools to sell online courses. The theoretical review covers Digital Marketing, Infoproducts, Small and Medium-sized Companies. Through exploratory qualitative research with eight in-depth interviews with producers, affiliates and consumers of infoproducts, we developed further knowledge about the use of these tools in selling online courses. The results helped create a map with an integrated set of digital marketing tools that enable better performance by companies marketing online courses. This study contributes with an innovative theoretical approach to a current, relevant topic in business practice. As managerial contributions, companies in this sector are presented tools that can leverage financial growth.
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spelling Rocha, Thelma ValériaCrescitelli, EdsonCordeiro, Rafaela49600582858https://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K9892528A3&tokenCaptchar=03AFcWeA7Vg1BIO8eo5t-2oOL_yvgLVilXZPu2eV1fAsv4zbidmGZBOCJ-AMTpzsrLEfaMnKNsaUuoH4EKuTF6GccsiLurmR8SDTat7JZQk7GCZwx4-WJ7ZKmsz-NRKgr2ayGfDoeHfybfr7Y4h4FgaAjk052GZ6WsPn82T7rK_QT-Cj4M6M9JoAb4onvgttgxAGuQYwgejZGIttS4EtLczBjzVJH6qFkySJzyewGker44QvIz2TTOtLEtOlC7uBF9K-zUiZblw7oGhtF_tCkv3ytSVrTjUntg2CY2uFhTsQXJ4HCdQdoNpdwHmezGw75nS3KCyw5pcvZdurKPNJ8RQk2fbfBGgH4ZKFQVOxkvKuo3N-u-2zvv1q0E2ab07vLdsLjl4QzaNX5DyOm3vbXYWghkscsN0Fd9Z5Jedp1wrbI2ZO1SUrpXsROeL-P79E7MtsHP5xji93yxdGGLiUlYWorNJGmB0ytyADfsDAlza7sam3SLwSTpWqg4ajdr_BRf1EUKrhXls4T_-MFJeGX_qiBTk2mQM3KDznIWyYaSrcMgO8dP1FhWnKlfBW7-Sj-6qQDyOiOaVbZtWPeyjhZMUiNDkYhsJVzgpS-r6rMwGaeBYTYgHRcXB49mGoBb-66hUVBbsHlE47Qke1_rNsklR-TKcagVIlfL4UIVce4oVOTMLZDfQScgqUhYrfd5rbjDCm-AxItsohe1Alexandre Cesar Machado, Osello2024-05-31T16:07:28Z2023-12-13Alexandre Cesar Machado, Osello. O uso das ferramentas de marketing digital para a venda de cursos online por empresas de pequeno e médio porte. 2023. [82 f.]. Dissertação (Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/733This study aims to analyze how small and medium-sized companies are using digital marketing tools to sell online courses. The theoretical review covers Digital Marketing, Infoproducts, Small and Medium-sized Companies. Through exploratory qualitative research with eight in-depth interviews with producers, affiliates and consumers of infoproducts, we developed further knowledge about the use of these tools in selling online courses. The results helped create a map with an integrated set of digital marketing tools that enable better performance by companies marketing online courses. This study contributes with an innovative theoretical approach to a current, relevant topic in business practice. As managerial contributions, companies in this sector are presented tools that can leverage financial growth.Este estudo tem como objetivo analisar como as empresas de pequeno e médio porte estão utilizando as ferramentas de marketing digital para a venda de cursos online. A revisão teórica aborda Marketing Digital, Infoprodutos, Empresas de Pequeno e Médio Porte. Como metodologia, foi desenvolvida uma pesquisa qualitativa exploratória com oito entrevistas em profundidade com produtores, afiliados e consumidores de infoprodutos, para aprofundar o conhecimento sobre o uso dessas ferramentas na venda de cursos online. Os resultados permitiram desenvolver um mapa com um conjunto integrado de ferramentas de marketing digital que indicam caminhos para obter um melhor desempenho por parte das empresas na comercialização de cursos online. Este estudo contribui com uma nova abordagem teórica sobre um tema atual e relevante na prática empresarial. Como contribuições gerenciais, apresentam-se às empresas do setor ferramentas que possam alavancar seu crescimento financeiro por meio da comercialização de cursos on-line.Submitted by Débora Silva (deborasilva@espm.br) on 2024-05-31T16:06:42Z No. of bitstreams: 1 Alexandre Cesar Machado Osello.pdf: 2343226 bytes, checksum: 2a12c8a11c197aba7907872ae8196414 (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2024-05-31T16:07:01Z (GMT) No. of bitstreams: 1 Alexandre Cesar Machado Osello.pdf: 2343226 bytes, checksum: 2a12c8a11c197aba7907872ae8196414 (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2024-05-31T16:07:11Z (GMT) No. of bitstreams: 1 Alexandre Cesar Machado Osello.pdf: 2343226 bytes, checksum: 2a12c8a11c197aba7907872ae8196414 (MD5)Made available in DSpace on 2024-05-31T16:07:28Z (GMT). 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dc.title.por.fl_str_mv O uso das ferramentas de marketing digital para a venda de cursos online por empresas de pequeno e médio porte
dc.title.alternative.eng.fl_str_mv The use of digital marketing tools to sell online courses by small and medium-sized companies
title O uso das ferramentas de marketing digital para a venda de cursos online por empresas de pequeno e médio porte
spellingShingle O uso das ferramentas de marketing digital para a venda de cursos online por empresas de pequeno e médio porte
Alexandre Cesar Machado, Osello
marketing; marketing digital; ferramentas de marketing digital; cursos online
marketing; digital marketing; digital marketing tools; online courses
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
title_short O uso das ferramentas de marketing digital para a venda de cursos online por empresas de pequeno e médio porte
title_full O uso das ferramentas de marketing digital para a venda de cursos online por empresas de pequeno e médio porte
title_fullStr O uso das ferramentas de marketing digital para a venda de cursos online por empresas de pequeno e médio porte
title_full_unstemmed O uso das ferramentas de marketing digital para a venda de cursos online por empresas de pequeno e médio porte
title_sort O uso das ferramentas de marketing digital para a venda de cursos online por empresas de pequeno e médio porte
author Alexandre Cesar Machado, Osello
author_facet Alexandre Cesar Machado, Osello
author_role author
dc.contributor.advisor1.fl_str_mv Rocha, Thelma Valéria
dc.contributor.referee1.fl_str_mv Crescitelli, Edson
dc.contributor.referee2.fl_str_mv Cordeiro, Rafaela
dc.contributor.authorID.fl_str_mv 49600582858
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dc.contributor.author.fl_str_mv Alexandre Cesar Machado, Osello
contributor_str_mv Rocha, Thelma Valéria
Crescitelli, Edson
Cordeiro, Rafaela
dc.subject.por.fl_str_mv marketing; marketing digital; ferramentas de marketing digital; cursos online
topic marketing; marketing digital; ferramentas de marketing digital; cursos online
marketing; digital marketing; digital marketing tools; online courses
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
dc.subject.eng.fl_str_mv marketing; digital marketing; digital marketing tools; online courses
dc.subject.cnpq.fl_str_mv CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
description This study aims to analyze how small and medium-sized companies are using digital marketing tools to sell online courses. The theoretical review covers Digital Marketing, Infoproducts, Small and Medium-sized Companies. Through exploratory qualitative research with eight in-depth interviews with producers, affiliates and consumers of infoproducts, we developed further knowledge about the use of these tools in selling online courses. The results helped create a map with an integrated set of digital marketing tools that enable better performance by companies marketing online courses. This study contributes with an innovative theoretical approach to a current, relevant topic in business practice. As managerial contributions, companies in this sector are presented tools that can leverage financial growth.
publishDate 2023
dc.date.issued.fl_str_mv 2023-12-13
dc.date.accessioned.fl_str_mv 2024-05-31T16:07:28Z
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dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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dc.identifier.citation.fl_str_mv Alexandre Cesar Machado, Osello. O uso das ferramentas de marketing digital para a venda de cursos online por empresas de pequeno e médio porte. 2023. [82 f.]. Dissertação (Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] .
dc.identifier.uri.fl_str_mv http://tede2.espm.br/handle/tede/733
identifier_str_mv Alexandre Cesar Machado, Osello. O uso das ferramentas de marketing digital para a venda de cursos online por empresas de pequeno e médio porte. 2023. [82 f.]. Dissertação (Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] .
url http://tede2.espm.br/handle/tede/733
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dc.publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
dc.publisher.program.fl_str_mv Programa de Mestrado em Administração em Gestão Internacional
dc.publisher.initials.fl_str_mv ESPM
dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv ESPM::Pós-Graduação Stricto Sensu
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