Visión general del marketing y su función para los negocios from edX

What's inside

Learning objectives

Reconocerás el valor de la mercadotecnia desde la visión de los negocios
Distinguirás la relación entre mercadotecnia y ventas

Descubrirás el valor de una empresa orientada al cliente
Reconocerás la importancia de diseñar una estrategia de mercadotecnia centrada en valores

Reconocerás el valor de la mercadotecnia desde la visión de los negocios
Distinguirás la relación entre mercadotecnia y ventas
Descubrirás el valor de una empresa orientada al cliente
Reconocerás la importancia de diseñar una estrategia de mercadotecnia centrada en valores

Syllabus

Semana 1. Mercadotecnia: Esencial para el éxito de los negocios

1.1. Definición de mercadotecnia

1.1.1. Definición de economía

1.1.2. Definición de mercadotecnia como disciplina de la economía

1.2. Importancia de la mercadotecnia para los negocios

1.2.1. Panorama cambiante: entorno económico incierto

1.2.2. Globalización rápida

1.2.3. La era de la Inteligencia Artificial y su impacto en los sectores empresariales

Semana 2. Diferencias entre la orientación a las ventas y al mercado

1.3.1. El enfoque de la organización

1.3.2. La actividad de la empresa

1.3.3. Aquellos a quienes se dirige el producto

1.3.4. La meta primaria de la empresa

1.3.5. Herramientas que utiliza la organización para alcanzar sus ventas

1.3.6. Una advertencia

1.4. Filosofías para la administración de la mercadotecnia

1.4.1. Orientación a la producción

1.4.2. Orientación a las ventas

1.4.3. Orientación al mercado

1.4.4. Orientación al marketing social

1.4.5. Filosofías de la administración de la mercadotecnia y la mercadotecnia de servicios

Semana 3. Planeación Estratégica de la Mercadotecnia

2.1. Empresa y estrategia de mercadotecnia

2.1.1. Enfoque de la aplicación de la mercadotecnia a la empresa

2.2. El Proceso de la Estrategia de Mercadotecnia

2.2.1. El Proceso de cinco pasos

2.2.2. Diagnóstico

2.2.3. Diseño

2.2.4. Ejecución

2.2.5. Medir y ajustar

2.2.6. Cierre

Semana 4. Mercadotecnia de valores

3.1. Mercadotecnia de valores como estrategia de negocios

3.1.1. La era de la participación y la mercadotecnia de colaboración

3.1.2. La paradoja de la era de la globalización y la mercadotecnia cultural

3.1.3. La era de la sociedad creativa y la mercadotecnia espiritual

3.1.4. Marketing 3.0: colaboración, cultural y espiritual

3.2. Liderazgo de Acción Positiva

3.2.1. Filosofía de la Universidad Anáhuac

3.2.2. Perspectiva de la Mercadotecnia desde la Filosofía Anáhuac

Semana 5. La conducta ética en los negocios

3.3.1. Definición de ética

3.3.2. Ética y negocios

3.3.3. Proceso de reflexión ética para la toma de decisiones

3.4. Responsabilidad social corporativa

3.4.1. Definición de responsabilidad social

3.4.2. Críticas sociales contra el marketing

3.4.3. Acciones de los consumidores para fomentar la mercadotecnia

3.4.4. Acciones de los negocios hacia una mercadotecnia sustentable

3.5. Marketing de servicios: Conclusiones y perspectivas estratégicas

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Concebida para quienes buscan una perspectiva general del área de marketing

Expone sobre la mercadotecnia como recurso estratégico con el cual generar valor para clientes

Enseña un marco de referencia mediante el cual elaborar estrategias de marketing eficaces

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 Visión general del marketing y su función para los negocios with these activities:

Book: Principles of Marketing

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Reviewing this book will provide a foundational understanding of marketing concepts and principles, which will be essential for success in this course.

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Read the book thoroughly.
Take notes on key concepts and definitions.
Complete the end-of-chapter exercises.

Google Analytics Tutorial

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Completing this tutorial will provide you with the basic skills needed to track and analyze website traffic, which is essential for understanding marketing campaign performance.

Browse courses on Google Analytics

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Sign up for a Google Analytics account.
Install the Google Analytics tracking code on your website.
Explore the Google Analytics dashboard.
Create custom reports and segments.

Marketing Plan Template

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Creating a marketing plan template will help you apply the concepts you learn in this course and develop a practical understanding of marketing planning.

Browse courses on Marketing Plan

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Research different marketing plan templates.
Choose a template that suits your business needs.
Customize the template with your own content.
Get feedback from peers or mentors.

Five other activities

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Marketing Workshop: Social Media Marketing

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Attending this workshop will provide you with practical tips and strategies for using social media to reach your target audience and grow your business.

Browse courses on Social Media Marketing

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Research and find a reputable marketing workshop.
Register for the workshop.
Attend the workshop and take notes.
Implement the strategies you learn in your own marketing campaigns.

Marketing Budget Proposal

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Creating a marketing budget proposal will help you understand the financial aspects of marketing and develop a plan for allocating resources effectively.

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Research industry benchmarks for marketing budgets.
Estimate the costs of your marketing activities.
Develop a budget proposal that aligns with your marketing goals.
Get approval for your budget from stakeholders.

Marketing Case Studies Analysis

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Analyzing marketing case studies will allow you to apply your knowledge to real-world scenarios and develop your critical thinking skills.

Browse courses on Marketing Case Studies

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Find marketing case studies online or in libraries.
Read the case studies carefully.
Identify the key marketing concepts and strategies used.
Evaluate the effectiveness of the marketing campaigns.
Write a short analysis of your findings.

Peer Review: Marketing Campaign

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Getting feedback from peers on your marketing campaign will help you refine your ideas and improve the chances of success.

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Develop a marketing campaign plan.
Share your plan with peers for review.
Receive feedback from peers.
Revise your plan based on feedback.

Mentor Junior Marketing Students

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Mentoring junior marketing students will allow you to share your knowledge and experience, while also developing your own leadership and communication skills.

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Reach out to a local university or college to volunteer as a mentor.
Meet with your mentees regularly.
Provide guidance and support on marketing-related topics.
Help your mentees develop their skills and confidence.

Career center

Learners who complete Visión general del marketing y su función para los negocios will develop knowledge and skills that may be useful to these careers:

Chief Marketing Officer

A Chief Marketing Officer is responsible for overseeing all marketing activities for a company. This course may be useful for someone in this role because it provides a comprehensive overview of marketing principles and how to develop effective strategies.

See salaries and explore the career path for Chief Marketing Officer

Marketing Consultant

A Marketing Consultant provides advice and guidance to businesses on marketing strategies and campaigns. This course can help someone in this role by providing a comprehensive overview of marketing principles and how to develop effective strategies.

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Brand Manager

A Brand Manager is responsible for developing and managing a brand's identity and marketing strategy. This course can help someone in this role by providing a framework for developing a marketing strategy and understanding how to create a strong brand identity.

See salaries and explore the career path for Brand Manager

Strategic Planner

A Strategic Planner is responsible for developing and implementing long-term plans for a company. This course can help someone in this role by providing a foundation in marketing principles and how to develop effective strategies.

See salaries and explore the career path for Strategic Planner

Product Manager

A Product Manager is responsible for developing and managing a product's marketing strategy. This course can help someone in this role by providing a foundation in marketing principles and how to develop effective strategies.

See salaries and explore the career path for Product Manager

Marketing Manager

A Marketing Manager is responsible for developing and implementing marketing plans for a company. This course can help someone in this role by providing a foundation in marketing principles and how to develop effective strategies.

See salaries and explore the career path for Marketing Manager

Marketing Analyst

A Marketing Analyst is responsible for collecting and analyzing data to measure the effectiveness of marketing campaigns. This course can help someone in this role by providing a foundation in marketing principles and how to use data to make informed decisions.

See salaries and explore the career path for Marketing Analyst

Social Media Manager

A Social Media Manager is responsible for developing and implementing social media strategies. This course can help someone in this role by providing a foundation in marketing principles and how to use social media to reach target audiences.

See salaries and explore the career path for Social Media Manager

Digital Marketing Manager

A Digital Marketing Manager is responsible for developing and implementing digital marketing campaigns. This course can help someone in this role by providing a foundation in marketing principles and how to use digital channels to reach target audiences.

See salaries and explore the career path for Digital Marketing Manager

Sustainability Manager

A Sustainability Manager is responsible for developing and implementing sustainability strategies for a company. This course may be useful for someone in this role because it provides an overview of marketing principles and how to develop effective sustainability strategies.

See salaries and explore the career path for Sustainability Manager

Public relations manager

A Public Relations Manager is responsible for managing a company's public image and communications. This course may be useful for someone in this role because it provides an overview of marketing principles and how to develop effective communication strategies.

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Sales Manager

A Sales Manager is responsible for overseeing a sales team and developing sales strategies. This course may be useful for someone in this role because it provides an overview of marketing principles and how to develop effective sales strategies.

See salaries and explore the career path for Sales Manager

User Experience Designer

A User Experience Designer is responsible for designing and improving the user experience of a product or service. This course may be useful for someone in this role because it provides an overview of marketing principles and how to understand the needs of target audiences.

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Web Developer

A Web Developer is responsible for designing and developing websites. This course may be useful for someone in this role because it provides an overview of marketing principles and how to design websites that are effective for marketing purposes.

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Advertising Manager

An Advertising Manager is responsible for overseeing advertising campaigns and developing marketing strategies. This course may be useful for someone in this role because it provides an overview of marketing principles and how to develop effective strategies.

See salaries and explore the career path for Advertising Manager