DURATION
2 semesters
LANGUAGES
Portuguese
PACE
Part time
APPLICATION DEADLINE
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EARLIEST START DATE
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STUDY FORMAT
Distance Learning, On-Campus
Key Summary
Scholarships
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Introduction
Present and describe the advanced applications of Data Analytics and Big Data in different areas, such as marketing, finance, investments, product planning and control, human resources management, etc. The intention is to allow the student to obtain a broad view of the current possibilities of applying technological resources in the analysis and prediction of results, as well as to present future trends in the area. Enabling you to develop and participate in new projects involving this knowledge.
Modality
HYFLEX. Be free to participate in live classes in person at ESPM units or virtually via Zoom. Participate in person to live immersive experiences and network. Or join virtually from wherever you are to best fit your schedule and location. Lecture recordings available to review discussions (does not generate absence allowance).
* There is a mandatory face-to-face meeting on Saturdays per discipline in HyFlex graduate programs, on average one Saturday per month.
In partnership with IBM
Through the partnership with IBM, the course explores the integration between the analytical capacity of working with data from database records, social networks, geolocation, etc., and the market and business vision. This integration is increasingly common in companies. By creating a postgraduate course in Big Data and Marketing Intelligence, ESPM and IBM seek to train executives by giving them a strong and solid foundation in managing software and technology solutions, but developing focus, passion and loyalty marketing's mission of meeting needs and wants through marketing. The vision will be to be a reference in this hybrid field of training, systematically contributing to the generation of knowledge and meeting and anticipating the demands of companies and society. The course's mission is to train professionals to use techniques in the integrated areas of marketing and BigData, seeking synergy between the knowledge of these areas by building an environment with an emphasis on the individual and his insertion in the current technological space.
Ideal Students
for whom it is intended
Marketing, business, quantitative analysis and/or technology professionals, at the beginning of their careers, but with some professional experience who are interested in knowing or expanding their knowledge in the area of Market Intelligence and Big Data. Members of Marketing, Business Intelligence, Business Intelligence or Technology teams.
Indicated for professionals at the beginning of their careers and in the phase of professional growth.
Curriculum
what will you learn
All course disciplines will have a class dedicated to the participation of a special guest, leader of a relevant company and pertinent to the theme of each subject.
Leveling
- Marketing Fundamentals (Distance Education)
- Fundamentals of Finance (Distance Education)
Management
- Project management
- Analytics and Decision Support
- Leadership and Digital Culture
Marketing
- Market intelligence
- Design Thinking and New Business Models
- CRM and Consumer Insigths
Technology
- IT and Data Infrastructure
- Information Architecture
- Database and BI Management
- Artificial Intelligence Concepts and Practices
- Big Data and Business Applications
Integration
- Multidisciplinary Integrative Project (Guidance, Boards and Project Elaboration)
Classes are held on the ESPM graduate campus, and can be taught at other locations, pre-scheduled by the professor. The EAD disciplines, indicated in the course program, will take place concomitantly with the face-to-face disciplines and in the initial period of the course.
Program Outcome
The concept of Data Analytics emerges as a new great force in organizations
Working with data from sales records, social networks, geolocation, behavioral forecasting models, consumer insights , is becoming less uncommon for companies. Traditional forecasting models tend to become slow if we consider extremely large volumes of data. And that's when the concept of Data Analytics emerges as a new great force in organizations. The question that is sought to be answered is how to coherently and quickly analyze information in real time and in uncontrolled amounts, strategically influencing the decision-making of companies? Volume, Variety, Velocity and Veracity define the basic dimensions of Big Data. To work in these dimensions there is a need to organize the information so that we can effectively analyze it in a reasonable and feasible way. Knowing in essence the analytical techniques that involve the manipulation of large sets of data is the task of new managers.