Estrategia de Canales from Coursera

Dada la relevancia que tiene el espacio físico en la decisión del consumidor, el marketing en el Punto de Venta (PDV) Es preponderante en la estrategia comercial de un producto.  

Para ello, comprender las oportunidades que se generan; entender los retos que surgen en el PDV y las diferencias en el contexto de competencia son un desafío para el marketing, permitiendo implementar la información relevada, usar herramientas, conceptos y recursos que ayudan a tomar decisiones y aplicar estrategias.  

El acceso a las innovaciones en materia tecnológica y el avance de las comunicaciones han generado una poderosa necesidad por parte de las empresas en adoptar políticas de digitalización de parte o toda operatoria de comunicación, comercialización, distribución y logística de sus productos y/o servicios; en este curso veremos cómo las estrategias del marketing digital y del marketing de guerrilla tienen un centro fundamental en el funnel (o embudo) de ventas, traccionando tráfico y conversiones en los puntos de ventas on y offline.  

Asimismo, comprenderemos cómo es que ha cambiado radicalmente la forma de hacer negocios en los últimos 10 años hasta nuestros días, generando nuevos compradores y adaptando los objetivos de la empresa al nuevo comportamiento de consumo pos pandemia.  

- Comprender la estrategia de canales como un todo, a nivel 360, en su versión Off line y On line. Concepto de Omnicanalidad – Multicanalidad.  

- Entender cuestiones relevantes en las decisiones de selección de canales, intermediarios, contribución, conflicto y otros  

- Comprender la creación de valor a través del canal y formas de mejora o cambio.

- Conocer las tendencias de marketing en el punto de venta orientadas a optimizar el espacio físico del comercio .

- Reconocer estrategias de display, colocación, luminotécnica, cartelería etcétera para fomentar las ventas.

- Estudiar el recorrido del cliente para dirigirlo hacia los centros de impacto visual .

- Analizar los cambios establecidos por las nuevas tecnologías a partir del e-commerce, realidad aumentada, realidad virtual y aplicaciones móviles .

- Establecer la forma en que se debe manejar la disposición de información de producto en los PDV digitales (Instagram y Facebeook Shops, Mercado Libre Shops y tiendas de e-commerce propias o de terceros) .

What's inside

Syllabus

Introducción a las comunicaciones visuales

En este módulo nos enfocaremos en desarrollar modelos de ventas on y offline, comprender las estrategias tendientes a la digitalización de las comunicaciones y comercializaciones de las empresas y analizar al prosumidor en su rol como artífice del crecimiento de las marcas, productos y empresas.

Tendencias de distribución detallista y puntos de venta digitales

En este módulo estaremos conociendo los diferentes negocios digitales con que nos encontramos comúnmente acorde al tipo de consumidores. Asimismo analizaremos las características de los consumidores acorde a su tipología y clasificación, realizando un análisis de aquellos que consideramos influenciadores en la toma de decisión.

ZMOT y Marketing experiencial

En este módulo podremos analizar cómo es que cada momento de verdad vivido por un consumidor afecta su decisión final sobre la compra de un producto. Evaluaremos las estrategias de marketing experiencial a partir de activaciones BTL, en donde las diferentes alternativas de guerrilla marketing nos llevan a generar empatía con la marca, con sus productos y viralizar la comunicación y experiencias en pos de elevar los índices de impacto marcario.

Activaciones en PDV y category management

En este módulo analizaremos las tendencias en comunicación y activación de marca en el PDV a través de la gamificación, estrategia utilizada tanto en el offline como en el online para gestionar conversiones desde social media, web o PDV tradicional. Asimismo desarrollaremos una revisión de un negocio a partir del retailing, incorporando categorización de productos divididos en unidades de negocio funcionales acorde al comportamiento observado en campo por parte de los consumidores.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Se enfoca en las estrategias de marketing digital y marketing de guerrilla

Aborda los cambios en el comportamiento del consumidor después de la pandemia

Explora las tendencias de distribución minorista y los puntos de venta digitales

Examina los momentos de la verdad y su impacto en la decisión de compra

Requiere conocimientos previos en marketing

Cubre contenido tanto en línea como fuera de línea

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 Estrategia de Canales with these activities:

Recap Marketing Fundamentals

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Revisit essential marketing principles to strengthen understanding of core concepts before delving into advanced topics.

Browse courses on Marketing Fundamentals

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Review notes and materials from previous marketing courses
Read articles or watch videos on foundational marketing concepts

Review Statistical Analysis Concepts

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Refresh foundational statistical analysis skills to enhance understanding of data-driven marketing decision-making.

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Review basic statistical concepts (mean, median, mode, standard deviation)
Practice solving statistical problems

Organize Course Materials

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Establish an organized system for storing and reviewing course materials, promoting efficient learning and retention.

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Create folders for lecture notes, readings, and assignments
Develop a system for naming and organizing files
Regularly review and update course materials

Five other activities

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Revise Core Concepts from Kotler & Keller's Marketing Management

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Review key concepts from Kotler & Keller's seminal work to establish a solid foundation for understanding marketing principles.

View Dirección de Marketing on Amazon

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Read selected chapters focusing on fundamental marketing concepts
Take notes and highlight important definitions and theories

Practice Customer Journey Mapping

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Develop practical skills in mapping customer journeys to gain insights into touchpoints and improve customer experience.

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Follow online tutorials on customer journey mapping best practices
Map the customer journey for a specific product or service
Identify areas for improvement and optimization

Collaborate on Case Studies

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Engage with peers to analyze real-world marketing case studies, fostering critical thinking and problem-solving abilities.

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Form study groups with classmates
Select case studies relevant to course topics
Collaborate on analyzing and discussing the case studies
Develop recommendations and present findings

Attend Industry Conferences

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Connect with professionals in the marketing field to gain insights, learn about industry trends, and expand professional network.

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Research and identify relevant industry conferences
Register for conferences and prepare for presentations or networking sessions
Attend conference sessions, workshops, and social events
Follow up with new connections and explore potential collaborations

Create a Digital Marketing Campaign Plan

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Apply course concepts to develop a comprehensive digital marketing campaign plan, demonstrating mastery of strategic planning and execution.

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Define campaign objectives and target audience
Conduct market research and competitive analysis
Develop a multi-channel marketing strategy
Create a detailed campaign budget and timeline
Present the campaign plan to the class

Career center

Learners who complete Estrategia de Canales will develop knowledge and skills that may be useful to these careers:

Retail Marketing Manager

A Retail Marketing Manager is responsible for developing and executing marketing strategies for a company's retail stores. This course may be useful in providing a foundation in retail marketing and management, as well as an understanding of how to create and execute effective retail marketing campaigns.

See salaries and explore the career path for Retail Marketing Manager

Digital Marketing Manager

A Digital Marketing Manager is responsible for developing and executing marketing strategies for a company's digital channels. This course may be useful in providing a foundation in digital marketing and management, as well as an understanding of how to create and execute effective digital marketing campaigns.

See salaries and explore the career path for Digital Marketing Manager

Content Marketing Manager

A Content Marketing Manager is responsible for developing and executing marketing strategies for a company's content. This course may be useful in providing a foundation in content marketing and management, as well as an understanding of how to create and execute effective content marketing campaigns.

See salaries and explore the career path for Content Marketing Manager

Social Media Marketing Manager

A Social Media Marketing Manager is responsible for developing and executing marketing strategies for a company's social media channels. This course may be useful in providing a foundation in social media marketing and management, as well as an understanding of how to create and execute effective social media marketing campaigns.

See salaries and explore the career path for Social Media Marketing Manager

E-commerce Marketing Manager

An E-commerce Marketing Manager is responsible for developing and executing marketing strategies for a company's e-commerce website. This course may be useful in providing a foundation in e-commerce marketing and management, as well as an understanding of how to create and execute effective e-commerce marketing campaigns.

See salaries and explore the career path for E-commerce Marketing Manager

Channel Marketing Manager

A Channel Marketing Manager is responsible for developing and executing marketing strategies for a company's sales channels. This course may be useful in providing a foundation in channel marketing and management, as well as an understanding of how to create and execute effective channel marketing campaigns.

See salaries and explore the career path for Channel Marketing Manager

Marketing Analyst

A Marketing Analyst is responsible for collecting, analyzing, and interpreting data to help a company understand its marketing performance. This course may be useful in providing a foundation in marketing analytics, as well as an understanding of how to use data to improve marketing campaigns.

See salaries and explore the career path for Marketing Analyst

Product Manager

A Product Manager is responsible for the development, launch, and management of products for a company or organization. This course may be useful in providing a foundation in product management and marketing, as well as an understanding of how to bring products to market successfully.

See salaries and explore the career path for Product Manager

Market Researcher

A Market Researcher is responsible for conducting research to help a company understand its target market and competition. This course may be useful in providing a foundation in market research, as well as an understanding of how to conduct research to gather insights.

See salaries and explore the career path for Market Researcher

Account Manager

An Account Manager is responsible for managing relationships with key customers for a company or organization. This course may be useful in providing a foundation in customer relationship management (CRM), as well as an understanding of how to build and maintain strong customer relationships.

See salaries and explore the career path for Account Manager

Business Development Manager

A Business Development Manager is responsible for identifying and developing new business opportunities for a company or organization. This course may be useful in providing a foundation in business development and strategy, as well as an understanding of how to identify and pursue new business opportunities.

See salaries and explore the career path for Business Development Manager

Sales Manager

A Sales Manager is responsible for the development and execution of sales strategies for a company or organization. This course may be useful in providing a foundation in sales management and strategy, as well as an understanding of how to create and execute effective sales plans.

See salaries and explore the career path for Sales Manager

Advertising Manager

An Advertising Manager is responsible for developing and executing advertising campaigns for a company or organization. This course may be useful in providing a foundation in advertising and media planning, as well as an understanding of how to create and execute effective advertising campaigns.

See salaries and explore the career path for Advertising Manager

Marketing Manager

A Marketing Manager is responsible for the planning, development, and execution of marketing campaigns for a company or organization. This course may be useful in providing a foundation in marketing strategy and management, as well as an understanding of how to create and execute effective marketing campaigns.

See salaries and explore the career path for Marketing Manager

Brand Manager

A Brand Manager is responsible for the development, execution, and measurement of marketing campaigns for a brand. This course may be useful in providing a foundation in marketing strategy, as well as an understanding of how to create and execute effective marketing campaigns.

See salaries and explore the career path for Brand Manager

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