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¿Qué hacer con tu estrategia digital en tiempos de cambio?

Sidney A. Ornelas Sánchez, Gricel Deyanira Castillo Cantú, and José Ernesto Grimaldo Tijerina

Este curso está dirigido a emprendedores y empresarios de pequeñas y medianas empresas, así como ejecutivos en áreas comerciales que busquen conocer los fundamentos y estrategias básicas de la estrategia digital. El curso hace énfasis en el uso de herramientas de comunicación en medios digitales en el contexto de situaciones que presentan desafíos específicos como el lanzamiento de un negocio o marca, o la superación de una crisis.

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What's inside

Syllabus

Fase anterior (Personas)
En este primer tema revisaremos la importancia de identificar claramente nuestro mercado meta. Así mismo conoceremos los elementos más relevantes para crear mensajes que, adecuándose a las características del mercado, logren conexiones duraderas que ayuden a cumplir los objetivos comerciales de la empresa.
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Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Diseñado para emprendedores y empresarios de pequeñas y medianas empresas, así como ejecutivos en áreas comerciales que buscan conocer los fundamentos y estrategias básicas de la estrategia digital
Hace énfasis en el uso de herramientas de comunicación en medios digitales en el contexto de situaciones que presentan desafíos específicos como el lanzamiento de un negocio o marca, o la superación de una crisis
Los instructores, Sidney A. Ornelas Sánchez, Gricel Deyanira Castillo Cantú y José Ernesto Grimaldo Tijerina, no son mencionados en la información proporcionada

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Reviews summary

Estrategia digital para emprendedores y pymes

Según los estudiantes, este curso ofrece una visión clara y práctica para desarrollar una estrategia digital, especialmente valioso para emprendedores y dueños de pequeñas y medianas empresas. Los módulos están bien estructurados y el instructor es claro y conciso, facilitando la aplicación inmediata de los conceptos. Si bien proporciona una sólida base fundamental, algunos consideran que la profundidad en temas avanzados como SEO o analítica puede ser superficial para quienes ya tienen experiencia. A pesar de esto, se mantiene como una excelente guía para entender cómo adaptar la estrategia en tiempos de cambio.
Óptimo para principiantes que buscan una visión general.
"Para principiantes es muy bueno."
"Buen curso para empezar, especialmente si no tienes mucha experiencia en marketing digital."
"Una excelente introducción al marketing digital estratégico. Cubre todo lo esencial."
"Recomendaría este curso a cualquiera que esté empezando con su estrategia digital."
El curso es claro, bien estructurado y fácil de seguir.
"Un curso fantástico. La estructura del curso es muy clara, abordando desde la identificación de la audiencia hasta la medición de resultados."
"Los módulos están bien estructurados y son fáciles de seguir. La información es relevante y actualizada. El instructor es claro y conciso."
"Muy buena estructura y claridad. Es ideal para entender cómo adaptar una estrategia digital a cambios rápidos."
"La calidad de la enseñanza y el material son de primera."
Los conceptos enseñados son inmediatamente aplicables al negocio.
"Me ayudó a organizar mis ideas y a tener una visión clara de mi estrategia digital. Los ejemplos y casos prácticos son muy útiles."
"Lo que más valoro es la aplicabilidad inmediata de los conceptos. Realmente te da una hoja de ruta para tu negocio."
"Aprendí a usar herramientas y estrategias que puedo aplicar inmediatamente a mi trabajo."
"Realmente me enseña a pensar estratégicamente sobre mi negocio en el entorno digital."
Algunos ejemplos y la sección de analítica podrían actualizarse.
"Me pareció que le faltó actualizar algunos ejemplos, se sentían un poco desfasados. Además, la parte de analítica fue muy superficial."
"Me hubiera gustado ver más ejemplos de crisis específicas y cómo abordarlas digitalmente."
"Siento que necesita ser más robusto para los tiempos actuales."
Puede ser básico y repetitivo para usuarios experimentados.
"Algunas partes se sintieron un poco básicas para alguien con experiencia previa, pero en general es una buena base."
"Esperaba un poco más de profundidad en herramientas específicas de marketing digital, como SEO avanzado o publicidad en redes sociales. Cubre los fundamentos, pero no profundiza lo suficiente para expertos."
"Aunque el curso es bueno para principiantes, si ya tienes conocimientos previos, podría parecerte un poco repetitivo o no ofrecer la profundidad esperada. La sección de SEO es muy básica."
"Este curso no es para expertos que buscan técnicas avanzadas."

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 ¿Qué hacer con tu estrategia digital en tiempos de cambio? with these activities:
Revise Digital Marketing Fundamentals
Review foundational digital marketing concepts to refresh your understanding and strengthen your base before diving into this course.
Show steps
  • Go through your notes or past coursework on digital marketing basics.
  • Review articles or blog posts that summarize core digital marketing concepts.
  • Take practice quizzes or mock tests to assess your understanding.
Create a Digital Marketing Resource Library
Organize and expand your course materials by creating a resource library. This will provide easy access to relevant articles, videos, and tools, enhancing your learning experience and future reference.
Show steps
  • Gather resources from the course materials, online sources, and your own notes.
  • Organize the resources into categories or folders.
  • Use a digital tool or create a physical library for easy access.
Explore Google Analytics Tutorial
Enhance your understanding of web analytics by following guided tutorials on Google Analytics. This will provide practical insights into website performance and user behavior.
Browse courses on Google Analytics
Show steps
  • Enroll in a free online course or tutorial on Google Analytics.
  • Follow the guided lessons and complete hands-on exercises.
  • Analyze sample data to gain insights into website traffic.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Create Social Media Content Calendar
Develop a practical understanding of content planning by creating a social media content calendar. This will help you visualize and plan effective content strategies.
Show steps
  • Choose a social media platform to focus on.
  • Identify your target audience and their interests.
  • Plan content themes and topics for different days or time slots.
  • Create a spreadsheet or use a content calendar tool to track your plan.
Participate in a Digital Marketing Study Group
Join a study group to discuss course concepts, share insights, and test your understanding with peers. This collaborative approach can enhance your learning experience.
Show steps
  • Find or form a study group with fellow students enrolled in the course.
  • Set regular meeting times and discuss specific topics or assignments.
  • Share notes, resources, and ideas with each other.
Attend a Workshop on Social Media Advertising
Expand your knowledge of social media advertising by attending a workshop. These workshops offer hands-on training and expert insights to help you effectively utilize social media platforms for paid campaigns.
Browse courses on Social Media Advertising
Show steps
  • Research and find a workshop that aligns with your interests.
  • Register and attend the workshop.
  • Actively participate in the discussions and exercises.
Develop a Digital Marketing Campaign Proposal
Apply your knowledge by creating a comprehensive digital marketing campaign proposal. This will help you synthesize your understanding and demonstrate your ability to plan and execute a campaign.
Browse courses on Marketing Strategy
Show steps
  • Define the campaign objectives and target audience.
  • Conduct market research and competitor analysis.
  • Develop a detailed plan outlining your marketing strategies and tactics.
  • Estimate the budget and resources required.
  • Present your proposal to a mock client or instructor for feedback.

Career center

Learners who complete ¿Qué hacer con tu estrategia digital en tiempos de cambio? will develop knowledge and skills that may be useful to these careers:
Digital Marketing Manager
A Digital Marketing Manager oversees the planning and execution of digital marketing campaigns. They develop and implement strategies to increase brand awareness, generate leads, and drive sales. This course may be useful for those who want to become Digital Marketing Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Digital Marketing Manager
Social Media Manager
Social Media Managers are responsible for developing and executing social media strategies. They create and publish content, engage with followers, and track results. This course may be useful for those who want to become Social Media Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Social Media Manager
Content Marketing Manager
Content Marketing Managers are responsible for developing and executing content marketing strategies. They create and publish content that is designed to attract and engage customers. This course may be useful for those who want to become Content Marketing Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Content Marketing Manager
Search Engine Optimization (SEO) Specialist
SEO Specialists are responsible for optimizing websites and content for search engines. They help businesses improve their visibility and ranking in search results. This course may be useful for those who want to become SEO Specialists because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Search Engine Optimization (SEO) Specialist
Email Marketing Specialist
Email Marketing Specialists are responsible for developing and executing email marketing campaigns. They create and send emails that are designed to promote products or services and generate leads. This course may be useful for those who want to become Email Marketing Specialists because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Email Marketing Specialist
Web Developer
Web Developers are responsible for designing and developing websites. They work with clients to understand their needs and create websites that are both functional and visually appealing. This course may be useful for those who want to become Web Developers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Web Developer
Data Analyst
Data Analysts are responsible for collecting, analyzing, and interpreting data. They use their findings to help businesses make better decisions. This course may be useful for those who want to become Data Analysts because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Data Analyst
Marketing Consultant
Marketing Consultants provide advice and guidance to businesses on marketing strategy. They help businesses develop and implement marketing plans that are designed to achieve their goals. This course may be useful for those who want to become Marketing Consultants because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Marketing Consultant
Product Manager
Product Managers are responsible for developing and managing products. They work with teams to define product features, specifications, and timelines. This course may be useful for those who want to become Product Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Product Manager
Sales Manager
Sales Managers are responsible for leading and managing sales teams. They develop and implement sales strategies, and they motivate and coach their teams to achieve their goals. This course may be useful for those who want to become Sales Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Sales Manager
Business Development Manager
Business Development Managers are responsible for identifying and developing new business opportunities. They work with clients to understand their needs and develop solutions that meet their goals. This course may be useful for those who want to become Business Development Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Business Development Manager
Account Manager
Account Managers are responsible for managing relationships with clients. They work to ensure that clients are satisfied with the products or services they are receiving. This course may be useful for those who want to become Account Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Account Manager
Customer Success Manager
Customer Success Managers are responsible for ensuring that customers are successful with the products or services they have purchased. They work with customers to identify and resolve problems, and they provide training and support. This course may be useful for those who want to become Customer Success Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Customer Success Manager
Marketing Operations Manager
Marketing Operations Managers are responsible for planning and executing marketing campaigns. They work with teams to develop and implement marketing strategies, and they track results to measure the success of campaigns. This course may be useful for those who want to become Marketing Operations Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Marketing Operations Manager
Digital Strategy Consultant
Digital Strategy Consultants provide advice and guidance to businesses on digital marketing strategy. They help businesses develop and implement digital marketing plans that are designed to achieve their goals. This course may be useful for those who want to become Digital Strategy Consultants because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.
See salaries and explore the career path for Digital Strategy Consultant

Reading list

We've selected 11 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 ¿Qué hacer con tu estrategia digital en tiempos de cambio?.
Cover image
Chaffey: Digital Marketing 8e
Save
Offers a comprehensive guide to digital marketing, covering all aspects from strategy to implementation. It valuable resource for students and professionals seeking to gain a holistic understanding of digital marketing.
Chaffey: Digital Marketing 8e
Paperback
Check
Chaffey: Digital Marketing 8e
Kindle Edition
Check
Cover image
The Crux
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Provides a framework for developing effective strategies that are clear, focused, and aligned with an organization's purpose. It valuable read for business leaders and managers seeking to improve their strategic planning and decision-making.
(English) The Crux: How Leaders Become Strategists
Hardcover
$$
(English) The Crux: How Leaders Become Strategists
Kindle Edition
$$
Cover image
Partire leggeri
Save
Introduces the concept of the lean startup methodology, which emphasizes the importance of building, measuring, and learning from experiments. It valuable read for entrepreneurs and business owners looking to adopt a more agile and data-driven approach to their ventures.
(Italiano) Partire leggeri. Il metodo Lean Startup:...
Hardcover
$$
Cover image
Digital Marketing Analytics
Save
Provides a practical guide to digital marketing analytics, covering topics such as data collection, analysis, and interpretation. It valuable resource for students and professionals seeking to understand how to measure and improve their digital marketing efforts.
(English) Digital Marketing Analytics: Making Sense of...
Paperback
$$
(English) Digital Marketing Analytics: Making Sense of...
Kindle Edition
$$
Cover image
Customer Relationship Management
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Provides a comprehensive overview of customer relationship management (CRM), covering concepts, strategies, and implementation. It valuable reference for students and professionals seeking to enhance their understanding of CRM and its role in driving business growth.
Customer Relationship Management
Paperback
Check
Customer Relationship Management
Kindle Edition
Check
Cover image
Lost and Founder
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Provides a comprehensive guide to search engine optimization (SEO), covering both technical and strategic aspects. It valuable resource for students and professionals seeking to improve their website's visibility and organic traffic.
Lost and Founder
Paperback
Check
Lost and Founder
Kindle Edition
Check
Cover image
Research Methods and Design in Sport Management
Save
Provides a comprehensive overview of social media marketing, covering concepts, strategies, and case studies. It valuable reference for students and professionals seeking to develop a deep understanding of social media marketing.
(English) Research Methods and Design in Sport Management
Paperback
$$$
Cover image
Digital Marketing
Save
Offers a practical guide to social media marketing, covering topics such as content creation, community management, and paid advertising. It valuable resource for students and professionals looking to develop effective social media strategies.
(English) Digital Marketing
Paperback
$$
(English) Digital Marketing
Paperback
$$$
(English) Digital Marketing (6th Edition)
Paperback
$$$
Cover image
Por las sendas del temor
Save
Este libro ofrece una guía paso a paso sobre cómo utilizar Google Ads de manera efectiva. Cubre temas como la configuración de campañas, la investigación de palabras clave y la optimización de anuncios. Es una lectura esencial para aquellos que buscan utilizar Google Ads para generar clientes potenciales y aumentar las ventas.
Por las sendas del temor
Paperback
Check
Por las sendas del temor
Kindle Edition
Check
Cover image
Advanced Google AdWords
Save
Offers a comprehensive guide to Google Ads, covering topics such as campaign setup, keyword research, and ad optimization. It valuable resource for students and professionals looking to maximize their results with Google Ads.
Advanced Google AdWords
Paperback
Check
Advanced Google AdWords
Kindle Edition
Check
The Content Entrepreneur
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Offers a strategic guide to content marketing, covering topics such as content creation, distribution, and measurement. It valuable resource for students and professionals seeking to develop and execute effective content marketing campaigns.
The Content Entrepreneur
Paperback
Check
The Content Entrepreneur
Kindle Edition
Check

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Course image
Effort
Approx. 22 hours
Level
Introductory
Via
Coursera
Institution
Tecnológico de Monterrey
Instructors
Sidney A. Ornelas Sánchez
Gricel Deyanira Castillo Cantú
José Ernesto Grimaldo Tijerina
Language
Español
This course belongs to a collection called Planificación y estrategia de marketing digital . It's comprised of three courses:
  1. ¿Qué hacer con tu estrategia digital en tiempos de cambio? (viewing)
  2. Conformando tu estrategia digital
  3. Impulsando la transformación del marketing digital
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Diseñado para emprendedores y empresarios de pequeñas y medianas empresas, así como ejecutivos en áreas comerciales que buscan conocer los fundamentos y estrategias básicas de la estrategia digital
Hace énfasis en el uso de herramientas de comunicación en medios digitales en el contexto de situaciones que presentan desafíos específicos como el lanzamiento de un negocio o marca, o la superación de una crisis
Los instructores, Sidney A. Ornelas Sánchez, Gricel Deyanira Castillo Cantú y José Ernesto Grimaldo Tijerina, no son mencionados en la información proporcionada
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