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Mercadotecnia en un mundo digital

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/).

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.

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What's inside

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.

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

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

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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

Coming soon We're preparing activities for Mercadotecnia en un mundo digital. These are activities you can do either before, during, or after a course.

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 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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

Dirección de Marketing