No mundo contemporâneo, "marca" é um dos ativos mais valorizados pelos mercados. Contudo, com o empoderamento da sociedade, as marcas ficaram mais frágeis e mais expostas.
Gestão de Marca & Crise de Imagem
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Gestão de Marca & Crise de Imagem
Instructor: Alexandre Borba Salvador
4,362 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.8
(87 reviews)
Intermediate level
Some related experience required
Flexible schedule
Approx. 22 hours
Learn at your own pace
100%
Most learners liked this course
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Assessments
6 assignments
Taught in Portuguese (Brazil)
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There are 6 modules in this course
Conceito de marca, evolução das marcas, aumento da força das marcas, empoderamento da sociedade, fragilidades da marca.
What's included
8 videos11 readings1 assignment
Neste módulo serão aprensados os Fundamentos da Gestão de Crise, o aluno irá conhecer e compreender o conceito de crise de imagem de marca, além de conhecer as principais causas que levavam as crises de marca de algumas empresas e ao final do módulo, deve estar sensibilizado com as diferentes causas das crises de imagem de marca.
What's included
3 videos5 readings1 assignment
Neste módulo será apresentado aos 3 tempos da gestão de crise de marca. E ao concluir o módulo os participantes deverão ser capazes de desenhar um plano básico de prevenção, gestão e recuperação, conhecer e aplicar o conceito de considerando a auditoria de fragilidades, estruturar as atividades de um comitê de crise e planejar um plano de recuperação de marca.
What's included
4 videos6 readings1 assignment
O módulo de "Fundamentos da Comunicação e Comunicação de crise" irá apresentar ao aluno os principais conceitos de comunicação integrada de marca. E ao fim deste módulo o aluno deverá ser capaz de compreender a importância da preparação de porta vozes e estar mais familiarizado com as mudanças do processo de comunicação.
What's included
4 videos6 readings1 assignment
O aluno irá ter contato, neste módulo, com os principais conceitos de sistema de informação de marketing. Ao concluir o módulo, o estudante deverá ser capaz de reconhecer o uso da informação de diferentes fontes nos momentos de prevenção, gestão e recuperação da crise. Vai adquirir a capacidade de ser mais crítico quanto ao uso da informação para tomada de decisão e irá compreender sobre a importância da tomada de decisão de posse da informação.
What's included
4 videos5 readings1 assignment
O último módulo do curso foi estruturado para citar todos os aprendizados adquiridos no curso e realizar um checklist da tomada de decisão.
What's included
2 videos3 readings1 assignment
Instructor
Instructor ratings
4.9 (12 ratings)Offered by
Recommended if you're interested in Marketing
Universidad de Chile
Tecnológico de Monterrey
Universidad de Palermo
Fundação Instituto de Administração
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