Product Management from Coursera

¿Por dónde comenzar el desarrollo de productos en mercados cada vez más competitivos? ¿Cómo diferenciar mi propuesta en forma atractiva? ¿Cuáles son los aspectos clave para diseñar propuestas ganadoras? La velocidad de los cambios en mercados cada vez más competitivos, así como clientes cada vez más exigentes, obligan a repensar la forma de gestionar el desarrollo de productos. Con este curso podrás responder a todos esos interrogantes, además de incorporar una mirada actual y estratégica para la conceptualización de productos que sean preferidos por los clientes.

El contenido del curso está estructurado en 3 módulos/3 semanas, los cuales proponen una combinación de recursos orientados a facilitar la comprensión y el aprendizaje de los alumnos, que incluyen desde material teórico como apuntes del profesor y videos, hasta actividades prácticas como quizzes y foros.

Una vez finalizado el curso estarás en condiciones de:

- Comprender la función del marketing como actividad clave para conocer a los clientes.

- Diferenciar entre los distintos niveles de marketing aplicados a la conceptualización y desarrollo de productos competitivos.

- Aplicar estrategias pertinentes a los distintos momentos que un producto puede requerir en distintos momentos y situaciones.

- Reconocer la existencia de distintos grupos de clientes con diversas necesidades, deseos y preferencias.

- Diseñar experiencias gratificantes para ganar la preferencia y fidelidad de los mercados que el negocio atienda.

What's inside

Syllabus

La gestión de productos en los mercados competitivos de hoy

¿Es necesario hablar de marketing en la gestión de productos? Por supuesto que sí. Esta semana comprenderás por qué la mirada del marketing centrado en el cliente se vuelve imprescindible para la creación y desarrollo de productos exitosos.

Descubriendo lo que los clientes quieren

¿El cliente siempre tiene la razón? Dejemos esa pregunta de lado por un momento, para tratar de entender el porqué de las decisiones de compra. ¿Por qué compran los clientes? Lógicamente, cada comprador tendrás sus razones y allí radica, en parte, la base conceptual para el diseño de productos.

El producto más allá del producto: el valor de la marca y la experiencia

Ya hemos trabajado mucho en la idea del producto como portador de valor para el cliente, reconociendo además que no todos los clientes son iguales. A continuación vamos a abordar un tema fascinante vinculado al valor simbólico de las marcas y cómo una propuesta de producto puede transformarse en una vivencia inolvidable.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Está diseñado para profesionales y estudiantes interesados en el desarrollo de productos en mercados competitivos

Los instructores, Gustavo Alonso, son expertos en la materia

Cubre la función del marketing y la aplicación de estrategias de marketing en el desarrollo de productos

El curso tiene como objetivo desarrollar habilidades en la comprensión de las necesidades de los clientes y el diseño de propuestas de productos que satisfagan esas necesidades

Reviews summary

Excellent product management course

This course, Product Management, has received overwhelmingly positive reviews from learners who describe it as an excellent resource for understanding the fundamentals of product management and marketing. They appreciate the clear and concise explanations of key concepts, as well as the practical examples and activities that reinforce learning. The course is well-structured and engaging, making it a valuable tool for anyone looking to enhance their skills in this field.

Course is engaging and interesting

"Muy claro, entretenido y repleto de ideas valiosas"

"Entretenido el curso y deja muy claro como el Marketing es una ayuda necesaria para poder hacer que un producto sea competitivo"

Practical examples reinforce learning

"EXPLICAN MUY BIEN"

"Resulta muy práctico e interesante la manera concisa en como se presentan los temas para hacerlo ágil y entendible"

Concepts explained clearly

"Muy claro y completo"

"Contenidos muy claros y concretos que facilitan la comprensión del curso"

Course is in Spanish

"El contenido del curso fue increíble... The course content was terrific, especially the readings for the topics. The availability of English Subs would have helped for non-Spanish speakers"

"Foi realmente esclarecedor de muitas das minhas duvidas. Só pecou na linguagem em espanhol da Argentina, que tornou o entendimento um pouco mais dificil"

Course focuses heavily on marketing

"Es casi completamente sobre marketing"

"No incluye ningun tipo de conocimientos sobre los roles de un equipo de product management"

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 Product Management with these activities:

Review marketing fundamentals

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Reviewing marketing fundamentals can help you build a strong foundation and refresh your understanding of key concepts.

Browse courses on Marketing Fundamentals

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Read introductory chapters on marketing textbooks
Review online resources and articles
Attend marketing webinars or workshops
Take practice quizzes on marketing concepts

Participate in online discussion forums

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Participating in discussion forums can help you engage with fellow students, share your perspectives, and learn from others.

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Find relevant discussion forums related to marketing
Join the forums and introduce yourself
Actively participate in discussions, ask questions, and share your insights

Follow online tutorials on advanced marketing techniques

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Following online tutorials can help you expand your knowledge and stay up-to-date with the latest marketing trends and techniques.

Browse courses on Digital Marketing

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Identify reputable online platforms or instructors
Choose tutorials that align with your learning goals
Complete the tutorials and practice the techniques

One other activity

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Develop a marketing plan for a new product or service

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Creating a marketing plan will help you apply the concepts learned in the course and develop a comprehensive strategy for a new product or service.

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Define the target market
Conduct market research
Develop a marketing mix
Set marketing objectives
Create a marketing budget

Career center

Learners who complete Product Management will develop knowledge and skills that may be useful to these careers:

Product Manager

A Product Manager is responsible for the lifecycle of a product, from conception to launch and beyond. This course can help build a foundation in product development and management principles, which can be applied to this role.

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Product Marketing Manager

A Product Marketing Manager is responsible for developing and launching new products, as well as managing existing products. This course can help build a foundation in product development and management principles, which can be applied to this role.

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E-commerce Manager

An E-commerce Manager is responsible for developing and managing an e-commerce website. This course may be useful in providing a foundational understanding of e-commerce principles and strategies, which can be applied to this role.

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Market Researcher

A Market Researcher conducts research to understand consumer behavior and trends. This course may be useful in providing a foundational understanding of marketing research methods, which can be applied to this role.

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Content Marketing Manager

A Content Marketing Manager is responsible for developing and executing content marketing campaigns. This course may be useful in providing a foundational understanding of content marketing principles and strategies, which can be applied to this role.

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Social Media Manager

A Social Media Manager is responsible for developing and executing social media campaigns. This course may be useful in providing a foundational understanding of social media marketing principles and strategies, which can be applied to this role.

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Digital Marketing Manager

A Digital Marketing Manager is responsible for developing and executing digital marketing campaigns. This course may be useful in providing a foundational understanding of digital marketing principles and strategies, which can be applied to this role.

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Brand Manager

A Brand Manager is responsible for developing and managing a brand's identity and reputation. This course may be useful in providing a foundational understanding of marketing principles and strategies, which can be applied to brand management.

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Marketing Consultant

A Marketing Consultant provides advice and guidance to businesses on marketing strategies and campaigns. This course may be useful in providing a foundational understanding of marketing principles and strategies, which can be applied to consulting.

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Marketing Manager

A Marketing Manager is responsible for developing and executing marketing campaigns to promote products and services. This course may be useful in providing a foundational understanding of marketing principles and strategies, which can be applied to product development and management.

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Business Development Manager

A Business Development Manager is responsible for developing new business opportunities. This course may be useful in providing a foundational understanding of business development principles and strategies, which can be applied to this role.

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Customer Success Manager

A Customer Success Manager is responsible for managing customer relationships and ensuring customer satisfaction. This course may be useful in providing a foundational understanding of customer success principles and strategies, which can be applied to this role.

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Business Analyst

A Business Analyst is responsible for analyzing business processes and systems. This course may be useful in providing a foundational understanding of business analysis principles and strategies, which can be applied to this role.

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Sales Manager

A Sales Manager is responsible for managing a sales team and developing sales strategies. This course may be useful in providing a foundational understanding of sales principles and strategies, which can be applied to this role.

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Project Manager

A Project Manager is responsible for planning, executing, and closing projects. This course may be useful in providing a foundational understanding of project management principles and strategies, which can be applied to this role.

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