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Alejandro Fernández Coya

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.

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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.

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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.
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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

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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
Refresh your understanding of core marketing ideas to enhance your comprehension of the course material.
Browse courses on Marketing Concepts
Show steps
  • Review notes or textbooks from previous marketing courses
  • Take practice quizzes or mock exams to assess your current knowledge
Compile a marketing resource library
Organize and expand your knowledge by compiling a collection of valuable marketing resources, tools, and templates for future reference.
Show steps
  • 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
Engage with fellow learners to exchange ideas, share perspectives, and test your understanding of marketing strategies.
Browse courses on Marketing Strategies
Show steps
  • 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
Expand to see all activities and additional details
Show all seven activities
Explore case studies and examples
Reinforce your understanding by analyzing real-world marketing scenarios and how businesses have successfully applied marketing strategies.
Browse courses on Marketing Case Studies
Show steps
  • 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
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
Show steps
  • 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
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.
Browse courses on Marketing Campaign
Show steps
  • 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
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
Show steps
  • 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.

Reading list

We've selected eight 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 Estrategia y Planificación de Marketing .
Este libro proporciona una base sólida en los principios y conceptos fundamentales del marketing, estableciendo una base para comprender los temas cubiertos en el curso. Funciona como un recurso de referencia valioso para revisar conceptos clave.
Este libro ofrece una visión completa de la gestión de marketing, examinando estrategias, tácticas y herramientas. Proporciona ejemplos del mundo real y estudios de casos que complementan los conceptos cubiertos en el curso.
Este libro explora el papel de las emociones en la construcción de marcas sólidas. Amplía el tema de la construcción de marca cubierto en el curso, proporcionando insights sobre cómo conectar con los clientes a nivel emocional.
Este libro aborda los aspectos clave de la comunicación de marketing, que se cubre en el curso. Analiza diferentes tipos de mensajes, medios y nuevas tecnologías, proporcionando una visión integral de las estrategias de comunicación.
Este libro presenta una colección de casos de estudio de empresas reales. Proporciona ejemplos prácticos de cómo las empresas implementan estrategias de marketing y enfrentan desafíos en el mundo real.
Este libro explora el papel de la inteligencia emocional en el marketing. Amplía el tema de la conexión emocional cubierto en el curso, brindando información sobre cómo los comercializadores pueden utilizar la inteligencia emocional para construir relaciones más sólidas con los clientes.
Este libro proporciona una guía práctica para el marketing en redes sociales. Si bien no es un tema central en el curso, ofrece una descripción general de las plataformas y estrategias de redes sociales.

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