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Dynamic Postgraduate Track

Retail Consumer Behavior Trend Analysis

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Registration up to 4 days before the beginning of classes.

*Validation of enrollment is conditional on sending the diploma or certificate of completion (with the date of graduation) and a copy of a valid RG or CNH.


About the course

Ao final desta disciplina, você deverá conhecer: • Os principais conceitos do Consumer e Shopper Insights da jornada de compra e Consumo dos Neoconsumidores da era 4.0. • Os métodos e técnicas de pesquisa e investigação de compra e análise dos rituais dos consumidores na era digital. • As ferramentas estratégicas e táticas para ganhar o consumidor no momento zero da verdade. • As novas economias e práticas de consumo mais conscientes e responsáveis e os modelos peer to peer commerce e discutir o futuro da economia do compartilhamento e das economias colaborativa e solidária. Ao final desta disciplina, você deverá ser capaz de: • Analisar e entender as mudanças recentes no mindset de compras: nos hábitos e práticas, e nas demandas e expectativas crescentes do novo shopper omnichannel. • Mapear, entender e propor ações para melhorar a experiência e jornada de compra e consumo e propor estratégias e ações para os diferentes pontos de contato. • Discutir os impactos das novas tecnologias nas estratégias de marcas do varejo e fazer proposições estratégicas e táticas para aumentar engajamento, credibilidade e conversão. • Analisar, acompanhar e antever insights e acionar as tendências que estão e irão impactar o varejo na era 2020.

Required documents for enrollment

*At the time of registration it will be necessary to upload the above documents.

If the documentation is not received, the selection process will not be concluded, preventing you from registering.

Who is it intended for?

O curso é voltado para profissionais que buscam desenvolver suas competências na área de “Consumo e Experiência do Consumidor”, abordando discussões relacionadas às ciências do consumo, construção de relacionamento e geração de experiências para o consumidor, baseadas em dados e métricas.

What you will learn

• Entender a importância do Big Data e do Thick Data e da análise de dados de mercado e levantamento de insights para pensar as estratégias e o ações para as áreas de marketing e varejo. • Conhecer as novas abordagens e técnicas de pesquisa quantitativa e de análise de dados. • Abordar a importância da Escuta Ativa e dos métodos e técnicas de pesquisa qualitativa e observacional do shopper: etnografia • Entender a importância de mapear e analisar tendências. • Analisar e montar a matriz PESTA. • Discutir as novas economias que surgem com o avanço digital e analisar tendências de compra e consumo e as novas economias colaborativas e sociais. • Segmentar e identificar os principais perfis de públicos e clusters dentro de seu mercado consumidor. • Definir estrategicamente seus targets e públicos de interesse e montar suas personas. • Entender melhor o mindset dos novos shoppers da omniera. • Discutir o conceito de ZMOT na jornada de compra e pensar o uso de ações inovadoras e tecnologias para conquistar o shopper omnichannel. • Plotar mapas da experiência de compra e Consumo de seus shoppers e clientes. • Analisar e debater o que mudou e está mudando no perfil de consumo e estilo de vida dos consumidores durante e depois da coronacrise.
When does it happen?
05/06, 12/06, 19/06, 26/06, 03/07
On Mondays
From 7:30pm to 9:30pm

*All dates are subject to change

Minimum requirement to take the graduate track
It is mandatory that the student has a document proving the completion of a higher education course recognized by MEC, with a minimum of 1600 class hours and the description of the date of graduation (declaration of completion, certificate, certificate or diploma). In the absence of the supporting document issued prior to the completion of the course, the hours of the respective course will not be used in the graduate track.

This course is part of the Trade Marketing HUB


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Study at ESPM in partnership with your company

Present ESPM's proposal to your manager and access special plans. For more information, leave your data and we will contact you.

Frequently Asked Questions

Do you have any questions? Take a look here.

The project starts with an emphasis on competency-based learning with two main advantages: on the one hand, it creates a direct connection between the students' academic validation and the companies' recruitment and selection process; on the other hand, it allows students to create fully customized tracks according to their professional interests and demands.


Students may study ESPM badges individually (e.g. Design Thinking Badge), making their learning experience totally personalized, self-paced and according to their financial reality or career moment. They will also have ESPM Combos, which are sets of badges suggested by ESPM for specific courses (e.g. Post-Graduation in Big Data or Innovation Design and Strategy).


In this, the student will become the protagonist of his or her own ESPM Journey with the mission of accumulating as many badges as possible along the way. After all, there are no limits to the number of badges one can earn in lifelong learning.

Badges are traceable digital credentials that represent the student's achievement in developing the competency that badge represents. Badges, which have public traceability and issuer certification, are the contemporary version of traditional certificates.


The certificates represent the completeness of a student against a pedagogical proposal in a knowledge area (e.g. Project Management or Digital Marketing), while the badges represent the proficiency of a student in developing a specific competence within a knowledge area (e.g. Design Thinking or Social Media KPIs).

The badges offered undergo a review of the pedagogical approach and technological structure. Therefore, only those who pass the offers available in the badge section of the ESPM website are eligible to receive the digital credential.


But stay tuned! New badge offers are continuously included throughout the year.

For now, only the offers available in the "Dynamic ESPM" section of the site are part of the portfolio, but new offers are included throughout the year.

The certification that passing the course offers is not valid. However, the points accumulated in each badge are valid for 3 years from the date of receipt to be used to upgrade to more complete certifications (see question "What can I do with my badges?").

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