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Aric Rindfleisch
Este curso examina cómo las herramientas digitales, como Internet, los teléfonos inteligentes y la impresión 3D, están revolucionando el mundo de la mercadotecnia al cambiar las funciones y las prácticas de las empresas y de los consumidores. Mercadotecnia en un mundo digital es uno de los cursos más populares en Coursera con más de 250 000 estudiantes y ha recibido la calificación de uno de los Principales 50 MOOC de todos los tiempos de Class Central (https://www.class-central.com/report/top-moocs/).
Read more
Este curso examina cómo las herramientas digitales, como Internet, los teléfonos inteligentes y la impresión 3D, están revolucionando el mundo de la mercadotecnia al cambiar las funciones y las prácticas de las empresas y de los consumidores. Mercadotecnia en un mundo digital es uno de los cursos más populares en Coursera con más de 250 000 estudiantes y ha recibido la calificación de uno de los Principales 50 MOOC de todos los tiempos de Class Central (https://www.class-central.com/report/top-moocs/).
Read more
Este curso examina cómo las herramientas digitales, como Internet, los teléfonos inteligentes y la impresión 3D, están revolucionando el mundo de la mercadotecnia al cambiar las funciones y las prácticas de las empresas y de los consumidores. Mercadotecnia en un mundo digital es uno de los cursos más populares en Coursera con más de 250 000 estudiantes y ha recibido la calificación de uno de los Principales 50 MOOC de todos los tiempos de Class Central (https://www.class-central.com/report/top-moocs/).
El curso se lanzó inicialmente en 2015 y se actualizó en abril de 2020.
Este curso es parte del iMBA ofrecido por la Universidad de Illinois, un MBA en línea flexible y totalmente acreditado a un precio increíblemente competitivo. Para obtener más información, consulta la página de recursos de este curso y visita onlinemba.illinois.edu.
Register for this course and see more details by visiting:
OpenCourser.com/course/29epqh/mercadotecnia
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Syllabus
RESUMEN DEL CURSO Y CÓMO LAS HERRAMIENTAS DIGITALES ESTÁN CAMBIANDO EL PRODUCTO
En este primer módulo, te familiarizarás con el curso, tu instructor, tus compañeros de clase y nuestro entorno de aprendizaje. En este módulo, aprenderás cómo las herramientas digitales nuevas les están permitiendo a los clientes tener una función más activa en el desarrollo y en la colaboración de los productos.
Read more
Syllabus
RESUMEN DEL CURSO Y CÓMO LAS HERRAMIENTAS DIGITALES ESTÁN CAMBIANDO EL PRODUCTO
En este primer módulo, te familiarizarás con el curso, tu instructor, tus compañeros de clase y nuestro entorno de aprendizaje. En este módulo, aprenderás cómo las herramientas digitales nuevas les están permitiendo a los clientes tener una función más activa en el desarrollo y en la colaboración de los productos.
Read more
CÓMO LAS HERRAMIENTAS DIGITALES CAMBIAN LA PROMOCIÓN
En este módulo, aprenderás cómo las herramientas digitales nuevas les están permitiendo a los clientes tener una función más activa en las actividades de promoción.
CÓMO LAS HERRAMIENTAS DIGITALES ESTÁN CAMBIANDO LA COLOCACIÓN DE PRODUCTOS
En este módulo, aprenderás cómo las herramientas digitales nuevas están cambiando la distribución de productos y revolucionando el escenario minorista.
CÓMO LAS HERRAMIENTAS DIGITALES ESTÁN CAMBIANDO LOS PRECIOS
En este módulo, aprenderás cómo las herramientas digitales nuevas están permitiendo a los clientes tener un rol más activo en la fijación de los precios que pagan por los productos que compran.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Explora cómo las herramientas digitales están transformando la función de los productos, promoviendo la colaboración activa de los clientes en su desarrollo
Examina cómo las herramientas digitales están influyendo en las actividades de promoción, permitiendo una mayor participación de los clientes
Analiza el impacto de las herramientas digitales en la distribución de productos y el panorama minorista en constante evolución
Desarrolla estrategias de fijación de precios guiadas por las herramientas digitales, empoderando a los clientes en el proceso
El curso requiere conocimientos previos o experiencia en marketing
Save this course
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Reviews summary
Digital marketing techniques
Students of this course consistently give it high praise. They note that the course is extremely detailed and helpful in the professional world. Students also find it engaging and very practical, as it allows them to take what they are learning and directly apply it to their day-to-day work. While many students feel that it does an excellent job at covering a range of topics, they also frequently mention that the course is quite lengthy, and more importantly, that it is taught in English only.
Very thorough instruction
"nos deja una buena enseñanza"
"La verdad me sorprendió el curso, fue absolutamente muy completo y la practica en los diferentes casos son muy útiles para aprender y aplicar en cualquier escenario en mi vida profesional."
Can directly apply to work
"...allows them to take what they are learning and directly apply it to their day-to-day work."
"Muy buen curso "
"Completo - Eficiente "
Only available in English
"aparte de eso en INGLES."
Lengthy course
"ME PARECIO DEMASIADO EXTENSO "
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Mercadotecnia en un mundo digital with these
activities:
Review of statistics and data analysis
Show steps
Refresh knowledge in statistics and data analysis to enhance your ability to analyze marketing data.
Browse courses on
Statistics
Show steps
-
Review your notes or textbooks from previous statistics and data analysis courses.
-
Complete practice problems or online quizzes to test your understanding.
-
Attend the optional review session on statistical concepts.
Review of Marketing concepts
Show steps
Review fundamental marketing concepts to ensure a strong foundation for the course.
Show steps
-
Read through the textbook chapters covering marketing fundamentals.
-
Complete the practice exercises at the end of each chapter.
-
Attend the optional review session on marketing basics.
Group discussion on marketing trends
Show steps
Engage with peers to exchange ideas and stay up-to-date on industry trends.
Browse courses on
Marketing Trends
Show steps
-
Join a study group or form one with classmates.
-
Choose a relevant marketing trend to discuss.
-
Share insights and perspectives with the group.
-
Prepare a short presentation to share with the class.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Consumer behavior case studies
Show steps
Apply marketing concepts to real-world scenarios to enhance understanding.
Browse courses on
Consumer Behavior
Show steps
-
Select a case study from the course materials.
-
Analyze the case study and identify the key consumer behavior concepts.
-
Develop recommendations based on the analysis.
-
Share your findings with the class.
Digital marketing tools tutorial
Show steps
Gain hands-on experience with digital marketing tools to enhance practical skills.
Browse courses on
Digital Marketing
Show steps
-
Identify a digital marketing tool to learn (e.g., Google Analytics, Hootsuite).
-
Find online tutorials or courses on the tool.
-
Complete the tutorials and practice using the tool.
-
Share your experience with the class or in the discussion forum.
Marketing plan for a new product
Show steps
Develop a comprehensive marketing plan to apply the concepts learned in the course.
Browse courses on
Marketing Strategy
Show steps
-
Choose a new product to focus on.
-
Conduct market research to identify target audience and competition.
-
Develop a marketing strategy including product positioning, pricing, promotion, and distribution.
-
Create a marketing budget and timeline.
-
Present the marketing plan to the class.
Contribute to open-source marketing projects
Show steps
Collaborate on open-source projects to gain practical experience and connect with the marketing community.
Browse courses on
Open Source
Show steps
-
Identify open-source marketing projects to contribute to (e.g., WordPress plugins, marketing automation tools).
-
Review the project documentation and codebase.
-
Make code contributions or provide feedback on issues.
-
Engage with the project community through forums or chat.
-
Showcase your contributions in your resume or portfolio.
Marketing internship or project
Show steps
Gain practical experience and apply your knowledge in a real-world setting.
Show steps
-
Identify and apply for internships or projects in marketing.
-
Work on marketing campaigns, projects, or research under the guidance of experienced professionals.
-
Showcase your contributions and skills in your resume and portfolio.
Review of statistics and data analysis
Show steps
Refresh knowledge in statistics and data analysis to enhance your ability to analyze marketing data.
Browse courses on
Statistics
Show steps
Show steps
Show steps
- Review your notes or textbooks from previous statistics and data analysis courses.
- Complete practice problems or online quizzes to test your understanding.
- Attend the optional review session on statistical concepts.
Review of Marketing concepts
Show steps
Review fundamental marketing concepts to ensure a strong foundation for the course.
Show steps
Show steps
Show steps
- Read through the textbook chapters covering marketing fundamentals.
- Complete the practice exercises at the end of each chapter.
- Attend the optional review session on marketing basics.
Group discussion on marketing trends
Show steps
Engage with peers to exchange ideas and stay up-to-date on industry trends.
Browse courses on
Marketing Trends
Show steps
Show steps
Show steps
- Join a study group or form one with classmates.
- Choose a relevant marketing trend to discuss.
- Share insights and perspectives with the group.
- Prepare a short presentation to share with the class.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Consumer behavior case studies
Show steps
Apply marketing concepts to real-world scenarios to enhance understanding.
Browse courses on
Consumer Behavior
Show steps
Show steps
Show steps
- Select a case study from the course materials.
- Analyze the case study and identify the key consumer behavior concepts.
- Develop recommendations based on the analysis.
- Share your findings with the class.
Digital marketing tools tutorial
Show steps
Gain hands-on experience with digital marketing tools to enhance practical skills.
Browse courses on
Digital Marketing
Show steps
Show steps
Show steps
- Identify a digital marketing tool to learn (e.g., Google Analytics, Hootsuite).
- Find online tutorials or courses on the tool.
- Complete the tutorials and practice using the tool.
- Share your experience with the class or in the discussion forum.
Marketing plan for a new product
Show steps
Develop a comprehensive marketing plan to apply the concepts learned in the course.
Browse courses on
Marketing Strategy
Show steps
Show steps
Show steps
- Choose a new product to focus on.
- Conduct market research to identify target audience and competition.
- Develop a marketing strategy including product positioning, pricing, promotion, and distribution.
- Create a marketing budget and timeline.
- Present the marketing plan to the class.
Contribute to open-source marketing projects
Show steps
Collaborate on open-source projects to gain practical experience and connect with the marketing community.
Browse courses on
Open Source
Show steps
Show steps
Show steps
- Identify open-source marketing projects to contribute to (e.g., WordPress plugins, marketing automation tools).
- Review the project documentation and codebase.
- Make code contributions or provide feedback on issues.
- Engage with the project community through forums or chat.
- Showcase your contributions in your resume or portfolio.
Marketing internship or project
Show steps
Gain practical experience and apply your knowledge in a real-world setting.
Show steps
Show steps
Show steps
- Identify and apply for internships or projects in marketing.
- Work on marketing campaigns, projects, or research under the guidance of experienced professionals.
- Showcase your contributions and skills in your resume and portfolio.
Career center
Learners who complete Mercadotecnia en un mundo digital will develop knowledge and skills
that may be useful to these careers:
Digital Marketing Specialist
Digital Marketing Specialist
Digital Marketing Specialists are responsible for leveraging digital tools and channels to promote products or services. This course offers a deep dive into how digital tools have revolutionized marketing practices, including product development, promotion, pricing, and distribution. The syllabus covers key topics such as digital marketing strategy, content creation, and data analytics, which are essential skills for a Digital Marketing Specialist. By taking this course, they can enhance their understanding of the digital marketing landscape and gain practical skills to optimize their campaigns for greater engagement and conversions.
Marketing Manager
Marketing Manager
Marketing Managers employ various digital tools for marketing campaigns, and this course provides insights into how these tools can be used effectively. Specifically, this course covers promotional strategies for digital media, which is crucial knowledge for a Marketing Manager. Additionally, the syllabus provides a comprehensive overview of how to leverage digital media to understand consumer behavior and purchasing patterns. This course can help a Marketing Manager develop and execute successful marketing strategies that resonate with target audiences in the digital age.
Public relations manager
Public relations manager
A Public Relations Manager can utilize the tools and strategies taught in this course to raise awareness about clients by leveraging digital media and communication. This course's emphasis on understanding consumer behavior in a digital world is particularly relevant to this role since it enables a Public Relations Manager to target campaigns effectively. Gaining from the syllabus on how products are promoted in the digital world, one can strengthen their ability to make data-driven decisions and maximize the impact of public relations initiatives.
Social Media Manager
Social Media Manager
In the role of a Social Media Manager, one is responsible for managing and executing social media campaigns. This course provides valuable insights into how digital tools like social media platforms can be used to engage with customers, build brand awareness, and drive conversions. The syllabus covers topics such as social media strategy, content creation, and community management, which are essential for a Social Media Manager to succeed. By taking this course, one can gain a comprehensive understanding of the digital landscape and develop the skills needed to effectively manage social media campaigns.
E-commerce Manager
E-commerce Manager
E-commerce Managers are responsible for managing and optimizing online stores. This course provides insights into how digital tools can be used to improve the customer experience and drive sales in e-commerce. The syllabus covers topics such as e-commerce strategy, web design, and digital marketing, which are essential for an E-commerce Manager to succeed. By taking this course, one can gain a comprehensive understanding of the e-commerce landscape and develop the skills needed to effectively manage and grow an online store.
Content Marketing Manager
Content Marketing Manager
Content Marketing Managers plan, create, and distribute content to attract and engage customers. This course offers a solid foundation in understanding how digital tools, including SEO and social media, can be used to create effective content marketing strategies. The syllabus covers topics such as content creation, content distribution, and content analytics, which are crucial for a Content Marketing Manager to succeed. By taking this course, one can develop the skills to create compelling content that resonates with target audiences and drives conversions.
Market Research Analyst
Market Research Analyst
Market Research Analysts gather and analyze data to understand customer needs and preferences. This course provides insights into how digital tools can be used to collect and analyze data. The syllabus covers topics such as market research methods, data analysis, and data visualization, which are essential for a Market Research Analyst to succeed. By taking this course, one can gain a comprehensive understanding of the digital landscape and develop the skills needed to effectively conduct market research.
Brand Manager
Brand Manager
A Brand Manager is responsible for developing and maintaining a brand's identity and reputation. This course provides insights into how digital tools can be used to build and manage a brand in the digital age. The syllabus covers topics such as brand strategy, digital marketing, and social media management, which are essential for a Brand Manager to succeed. By taking this course, one can gain a comprehensive understanding of the digital landscape and develop the skills needed to effectively manage and grow a brand.
Data Analyst
Data Analyst
Data Analysts collect, analyze, and interpret data to identify trends and patterns. This course provides insights into how digital tools can be used to collect and analyze data. The syllabus covers topics such as data analysis techniques, statistical modeling, and data visualization, which are essential for a Data Analyst to succeed. By taking this course, one can gain a comprehensive understanding of the digital landscape and develop the skills needed to effectively collect, analyze, and interpret data.
Digital Media Planner
Digital Media Planner
Digital Media Planners develop and execute advertising campaigns for digital media. This course provides insights into how digital tools can be used to plan and buy digital advertising. The syllabus covers topics such as digital advertising strategy, media planning, and campaign measurement, which are essential for a Digital Media Planner to succeed. By taking this course, one can gain a comprehensive understanding of the digital landscape and develop the skills needed to effectively plan and execute digital advertising campaigns.
Product Manager
Product Manager
Product Managers are responsible for managing the development and launch of new products. This course provides insights into how digital tools can be used to gather customer feedback and improve product development. The syllabus covers topics such as product development, product marketing, and data analytics, which are essential for a Product Manager to succeed. By taking this course, one can gain a comprehensive understanding of the digital landscape and develop the skills needed to effectively manage and launch new products.
Web Developer
Web Developer
Web Developers design and develop websites. This course provides insights into how digital tools can be used to create and maintain websites. The syllabus covers topics such as web design principles, web development tools, and web hosting, which are essential for a Web Developer to succeed. By taking this course, one can gain a comprehensive understanding of the digital landscape and develop the skills needed to effectively design and develop websites.
Information Systems Manager
Information Systems Manager
Information Systems Managers plan and implement information systems. This course provides insights into how digital tools can be used to manage information systems. The syllabus covers topics such as information systems strategy, data management, and IT security, which are essential for an Information Systems Manager to succeed. By taking this course, one can gain a comprehensive understanding of the digital landscape and develop the skills needed to effectively plan and implement information systems.
UX Designer
UX Designer
UX Designers design and evaluate user interfaces for websites and applications. This course provides insights into how digital tools can be used to improve user experience. The syllabus covers topics such as UX design principles, user research, and prototyping, which are essential for a UX Designer to succeed. By taking this course, one can gain a comprehensive understanding of the digital landscape and develop the skills needed to effectively design and evaluate user interfaces.
Data Scientist
Data Scientist
Data Scientists collect, analyze, and interpret data to build predictive models. This course may provide insights into how digital tools can be used to collect and analyze data. The syllabus covers topics such as data science techniques, machine learning, and big data, which are essential for a Data Scientist to succeed. By taking this course, one may gain a foundation in the digital landscape and develop skills to effectively collect and analyze data.
For more career information including salaries, visit:
OpenCourser.com/course/29epqh/mercadotecnia
Reading list
We've selected ten books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Mercadotecnia en un mundo digital.
Este libro proporciona una visión general completa del marketing en el entorno digital, cubriendo temas como marketing de contenidos, redes sociales y comercio electrónico. Es una lectura esencial para cualquier persona que quiera comprender las últimas tendencias en marketing.
Este libro es una guía práctica para el marketing digital, que cubre temas como la creación de contenido, el uso de las redes sociales y la medición de los resultados. Es una lectura esencial para cualquier persona que quiera mejorar sus estrategias de marketing digital.
Save
Este libro proporciona una guía completa para la optimización de motores de búsqueda (SEO), que cubre temas como la investigación de palabras clave, la creación de contenido y la construcción de enlaces. Es una lectura esencial para cualquier persona que quiera mejorar la visibilidad de su sitio web en los resultados de los motores de búsqueda.
Este libro proporciona una guía práctica para la publicidad de pago, que cubre temas como la segmentación de la audiencia, la creación de anuncios y la medición de resultados. Es una lectura esencial para cualquier persona que quiera aprender cómo utilizar eficazmente la publicidad de pago para hacer crecer su negocio.
Este libro proporciona una descripción general completa del marketing de contenidos, que cubre temas como la creación de contenido, la promoción y la medición de resultados. Es una lectura esencial para cualquier persona que quiera aprender cómo utilizar el marketing de contenidos para atraer y retener clientes.
Save
Este libro proporciona una guía completa para el marketing entrante, que cubre temas como la creación de contenido valioso, la optimización de motores de búsqueda y el marketing en redes sociales. Es una lectura esencial para cualquier persona que quiera aprender cómo atraer y retener clientes utilizando el marketing entrante.
Save
Este libro proporciona una guía completa para el marketing de influencers, que cubre temas como la identificación de influencers, la construcción de relaciones y la medición de los resultados. Es una lectura esencial para cualquier persona que quiera aprender cómo utilizar el marketing de influencers para hacer crecer su negocio.
Save
Este libro proporciona una descripción general de las técnicas de growth hacking, que son estrategias de marketing de bajo costo y alto impacto. Es una lectura esencial para cualquier persona que quiera aprender cómo hacer crecer su negocio rápidamente.
Este libro proporciona una guía práctica para el marketing en redes sociales, que cubre temas como la creación de contenido, la gestión de campañas y la medición de resultados. Es una excelente opción para principiantes que buscan aprender los conceptos básicos del marketing en redes sociales.
Este libro proporciona una introducción completa al marketing digital, cubriendo temas como SEO, SEM, marketing por correo electrónico y redes sociales. Es una excelente opción para principiantes que buscan aprender los conceptos básicos del marketing digital.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/29epqh/mercadotecnia
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Effort
Cuatro semanas de estudio, de 6 a 8 horas semanales
Level
Introductory
Via
Coursera
Institution
University of Illinois at Urbana-Champaign
Instructor
Aric Rindfleisch
Language
Español
Transcripts
English
Français
Português
Pусский
Good to know
Explora cómo las herramientas digitales están transformando la función de los productos, promoviendo la colaboración activa de los clientes en su desarrollo
Examina cómo las herramientas digitales están influyendo en las actividades de promoción, permitiendo una mayor participación de los clientes
Analiza el impacto de las herramientas digitales en la distribución de productos y el panorama minorista en constante evolución
Desarrolla estrategias de fijación de precios guiadas por las herramientas digitales, empoderando a los clientes en el proceso
El curso requiere conocimientos previos o experiencia en marketing
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