Estrategia y Planificación de Marketing from Coursera

El marketing se caracteriza por la naturaleza multidimensional de sus funciones, así como por el creciente rol de liderazgo interno que ha adquirido en todo tipo de organizaciones. La incesante complejización de los mercados conlleva a la necesidad de anticipar los cambios y construir una posición competitiva sólida y defendible. Para lograrlo, el profesional de marketing debe ser capaz de instrumentar los diversos frameworks conceptuales que le permitirán diagnosticar acertadamente el contexto, proponer las mejores opciones estratégicas y finalmente implementar las acciones tácticas que maximicen las probabilidades de éxito en el negocio.

El curso presenta un enfoque basado en el proceso de dirección y profundiza en el tratamiento de los desafíos críticos de la gestión de marketing, principalmente en los siguientes:

• El conocimiento del mercado.

• La selección óptima del público target.

• La definición de la estrategia competitiva dado el contexto y los recursos.

• La construcción de capital marcario como catalizador de la propuesta de valor.

• La interacción dinámica de las variables del marketing mix.

What's inside

Syllabus

Orientación estratégica

En esta semana, te abocarás a comprender el significado del planeamiento en contraste con el de la formulación estratégica, en cuyo contexto se inserta el auge del marketing dentro de las organizaciones. También desafiarás algunas creencias acerca de los efectos del marketing sobre las necesidades de las personas y te introducirás en las dos tipologías básicas de políticas de marketing.

Competencia y comunicación

En esta semana, integrarás conocimientos de la semana anterior con algunos factores clave que determinan el desarrollo de las propuestas de valor y la problemática básica de la comunicación.

Branding

En esta semana, aprenderás las bases del proceso de construcción de una marca fuerte, el concepto de "brand equity" y las tendencias actuales en cuanto al desarrollo marcario.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Puede ayudar con el crecimiento profesional de los responsables de marketing

Explora herramientas relevantes para el marketing de la industria, como diversas estrategias de marketing

Está dirigido a responsables de marketing que buscan mejorar sus habilidades analíticas y estratégicas

Ofrece una visión general integral de los principios y prácticas de marketing

Requiere conocimientos previos de marketing

El instructor, Alejandro Fernández Coya, es un profesional experimentado en marketing

El curso se imparte en español

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 y Planificación de Marketing with these activities:

Revise marketing concepts

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Refresh your understanding of core marketing ideas to enhance your comprehension of the course material.

Browse courses on Marketing Concepts

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Review notes or textbooks from previous marketing courses
Take practice quizzes or mock exams to assess your current knowledge

Compile a marketing resource library

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Organize and expand your knowledge by compiling a collection of valuable marketing resources, tools, and templates for future reference.

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Gather marketing resources from various sources
Categorize and organize the resources based on specific topics or themes
Create a central repository for easy access and sharing

Discuss marketing strategies with peers

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Engage with fellow learners to exchange ideas, share perspectives, and test your understanding of marketing strategies.

Browse courses on Marketing Strategies

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Form study groups or connect with peers online
Discuss specific marketing case studies or topics
Present your own marketing strategies and receive feedback

Four other activities

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Explore case studies and examples

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Reinforce your understanding by analyzing real-world marketing scenarios and how businesses have successfully applied marketing strategies.

Browse courses on Marketing Case Studies

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Search for case studies or examples related to specific marketing topics
Read through the case studies and identify key concepts and strategies
Summarize the case studies and share your insights with others

Develop a marketing plan for a real-world scenario

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Apply your knowledge to a practical setting by creating a comprehensive marketing plan that addresses a real-world marketing challenge.

Browse courses on Marketing Plan

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Choose a specific product or service and define its target market
Conduct market research and analyze the competitive landscape
Develop a comprehensive marketing strategy that outlines your marketing objectives, target audience, and tactics
Create a marketing budget and timeline
Present your marketing plan and seek feedback

Conduct a marketing campaign for a non-profit organization

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Gain hands-on experience by planning and executing a marketing campaign for a non-profit organization, putting your skills to work for a meaningful cause.

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Partner with a local non-profit organization and identify their marketing needs
Develop a marketing strategy and implement marketing tactics
Monitor the results of your campaign and make adjustments as needed
Evaluate the success of your campaign and share your findings

Contribute to open-source marketing tools or projects

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Expand your technical skills and contribute to the marketing community by working on open-source software or projects related to marketing.

Browse courses on Marketing Tools

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Identify open-source marketing tools or projects that align with your interests
Contribute code, documentation, or other resources to the project
Collaborate with other developers and marketers on the project

Career center

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

Brand Manager

This course will give you an in-depth understanding of the principles and practices involved in building, managing, and growing brands. You'll learn about brand strategy, brand positioning, and how to create a strong brand identity. This knowledge is crucial for Brand Managers to create and execute effective brand-building campaigns.

See salaries and explore the career path for Brand Manager

Chief Marketing Officer

Develop your strategic marketing leadership skills with this course. You'll gain a comprehensive understanding of marketing strategy, branding, and market analysis. By mastering these principles, you'll be well-equipped to lead marketing organizations, drive business growth, and shape the overall brand vision.

See salaries and explore the career path for Chief Marketing Officer

Market Research Manager

Advance your skills in market research design and analysis. This course will provide you with a comprehensive understanding of market research methodologies, data collection techniques, and analytical tools. By mastering these capabilities, you'll be well-positioned to lead market research initiatives and deliver actionable insights to stakeholders.

See salaries and explore the career path for Market Research Manager

Marketing Research Analyst

Deepen your expertise in market research methodologies and analytical techniques with this course. You'll learn how to design and execute research projects, collect and analyze data, and draw meaningful insights. These skills are essential for Marketing Research Analysts to uncover customer needs, understand market trends, and inform data-driven decision-making.

See salaries and explore the career path for Marketing Research Analyst

Marketing Manager

The foundational principles covered in this course are essential for Marketing Managers to lead their teams towards business growth. The course dives deep into market research, audience segmentation, and competitive analysis. You'll gain insights on how to build strong brands and execute effective marketing campaigns, making you a valuable asset as a Marketing Manager.

See salaries and explore the career path for Marketing Manager

Marketing Consultant

As a Marketing Consultant, you'll help businesses develop and execute effective marketing strategies tailored to their specific needs. This course will provide you with a comprehensive understanding of market analysis, audience segmentation, and marketing campaign planning. Armed with these tools, you'll be able to deliver transformative strategies to your clients.

See salaries and explore the career path for Marketing Consultant

Content Marketing Manager

Develop your expertise in content marketing strategy and execution. This course will teach you how to create and distribute compelling content that attracts, engages, and converts your target audience. With a strong foundation in content marketing principles, you'll be well-suited to succeed as a Content Marketing Manager.

See salaries and explore the career path for Content Marketing Manager

Advertising Manager

In this course, you'll explore the dynamics of competitive markets, the role of advertising in driving brand awareness, and techniques for creating effective advertising campaigns. This knowledge will equip you to make strategic decisions and effectively manage advertising budgets, helping you excel in your role as an Advertising Manager.

See salaries and explore the career path for Advertising Manager

Digital Marketing Specialist

Enhance your skills in digital marketing strategy and execution with this course. You'll gain a thorough understanding of digital marketing channels, including social media, search engine optimization, and email marketing. By mastering these techniques, you'll be well-equipped to create engaging digital campaigns and drive results as a Digital Marketing Specialist.

See salaries and explore the career path for Digital Marketing Specialist

Social Media Manager

Gain a deeper understanding of social media platforms and their impact on marketing. This course will provide you with the knowledge and skills to develop and execute effective social media campaigns, manage online communities, and measure the success of your efforts. These capabilities are essential for Social Media Managers to build brand awareness, engage with customers, and drive business outcomes.

See salaries and explore the career path for Social Media Manager

Event Marketing Manager

Gain a comprehensive understanding of event marketing strategy and execution. This course will teach you how to plan, organize, and execute successful events that engage attendees, build relationships, and drive results. With a strong foundation in event marketing, you'll be well-positioned to succeed as an Event Marketing Manager.

See salaries and explore the career path for Event Marketing Manager

Marketing Analyst

As a Marketing Analyst, you will often be working on projects that require a keen understanding of marketing principles, competitive landscapes, and customer needs. This course, Estrategia y Planificación de Marketing, provides a strong foundation in these core concepts. By unpacking the complexities of marketing, you'll build the strategic thinking and analytical expertise required to succeed as a Marketing Analyst.

See salaries and explore the career path for Marketing Analyst

Email Marketing Manager

Build your knowledge in email marketing strategy and best practices. This course will equip you with the skills to create effective email campaigns, manage email lists, and track results. By mastering these techniques, you'll be well-positioned to excel as an Email Marketing Manager and drive successful email marketing campaigns.

See salaries and explore the career path for Email Marketing Manager

Product Manager

Product Managers work closely with marketing teams to create products that meet customer needs and exceed market expectations. This course's focus on marketing strategy and branding will provide you with a deeper understanding of the market dynamics and customer behavior, enabling you to build a successful product roadmap.

See salaries and explore the career path for Product Manager

Public Relations Specialist

Enhance your understanding of public relations principles and practices. This course will provide you with the knowledge and skills to manage media relations, build brand reputation, and handle crisis communications. By mastering these capabilities, you'll be well-equipped to succeed as a Public Relations Specialist and effectively represent organizations and their brands.

See salaries and explore the career path for Public Relations Specialist

Estrategia y Planificación de Marketing

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