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

• Ano de defesa: 2023
• Autor(a) principal: Alexandre Cesar Machado, Osello
• Orientador(a): Rocha, Thelma Valéria
• Banca de defesa: Crescitelli, Edson, Cordeiro, Rafaela
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Administração em Gestão Internacional
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: marketing; marketing digital; ferramentas de marketing digital; cursos online
• Palavras-chave em Inglês: marketing; digital marketing; digital marketing tools; online courses
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/733

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.