Despite being essential to the success of any business, the Marketing area still faces great difficulties in gaining the necessary significance in Brazilian companies. This is largely due to the lack of knowledge of managers and directors regarding the strategic role of Marketing, which must permeate all sectors of a company.
According to a survey conducted by Web Estratégia with 1,024 Brazilian companies, more than half of companies have difficulty developing adequate marketing strategies. This reality is especially noticeable in more specific areas, such as Digital Marketing, and has a direct impact on business results.
According to Professor Carla Ramos, PhD in Management from the University of Bath (United Kingdom) in the area of Marketing and associate professor of Marketing at Insper, it is still common among directors and managers – and even among Marketing professionals – to think that this area is focused only on company communication.
“Many experienced professionals still believe that Marketing is dominican republic whatsapp data limited to Communication, PR or sales. This is an outdated approach, more operational or tactical, which lacks a strategic vision,” explains the expert . “Taking a strategic view of Marketing means understanding that Marketing must be transversal to everything that is done in the company, that it must be present in all stages of the business,” she adds.
This lack of adoption of efficient and pragmatic marketing strategies is noticeable at the same time that Marketing is gaining more and more relevance in the market: according to the 2022 Marketing Investment Forecast survey, the amounts invested in Marketing by companies around the world are expected to grow by at least 30% by 2025.
In this way, factors such as communication with the public, positioning, transparency and brand reputation have never been so essential for defining good results.
It is therefore extremely important that leaders, managers and directors have a good conceptual and technical understanding of Marketing and understand its importance as a fundamental element for a company's success.
Insper Executive Education offers a Strategic Marketing course for executives who want to deepen their knowledge in the area
Understanding this growing need for professionals with a strategic vision of Marketing, Insper Executive Education offers the Strategic Marketing course.
With classes starting on March 4th and a workload of 36 hours, the program provides students with tools to understand the relevance of Marketing in the company's strategic plan, in order to leverage results and successfully develop the brand with its target audience.
“The course is aimed at executives and other professionals, whether in the Marketing field or not, who want to acquire or improve their vision of Strategic Marketing. From the very first class, we work on how strategic Marketing planning integrates with the strategic planning of the company as a whole,” explains Professor Carla Ramos, course coordinator.
The program offers a series of differences and advantages: students will have the opportunity to learn the main concepts and theories of Marketing as a strategic discipline, while at the same time developing their knowledge in practice, through an applied project monitored by teachers.