Finanzas y Operaciones de Marketing y Ventas from Coursera

Marketing genera valor a través de la percepción de los clientes, Ventas transforma ese valor en ingresos para la empresa y Finanzas maneja los recursos para asegurar que su utilización genere los retornos esperados. En este curso abordamos temas gerenciales en los cuales, la interacción entre esas tres áreas esenciales de las empresas es muy fuerte. Se usa una impronta cuantitativa, con formas de medición de resultados en todos los temas abordados. Por eso, este es un curso que ayuda a formar ejecutivos con capacidad para gestionar estas tres importantes áreas.

Objetivo del curso: Entender de forma cuantitativa y también cualitativa como Finanzas, Marketing y Ventas trabajan en conjunto en el desarrollo y la gestión de los proyectos.

What's inside

Syllabus

¡Hay que medir para gestionar!

¡Bienvenidos/as al curso de Finanzas y Operaciones de Marketing y Ventas! Durante estas cuatro semanas, vamos a estudiar distintos temas en los que hay fuerte interacción entre las áreas de Finanzas, Marketing y Ventas. En esta primera semana, vamos a entender cómo es la gestión continua de las operaciones de cada área y vamos, también, a identificar los puntos de potencial conflicto entre ellas.

Una mirada desde Marketing

Empezamos esta semana estudiando una métrica que se utiliza de forma general en una gran cantidad de situaciones que es la de Retorno sobre la Inversión. Luego, profundizamos nuestro conocimiento de las métricas de Marketing, en especial en la modalidad digital, y también abordamos cómo se identifican los segmentos de mercado para posicionar los productos la empresa.

Una mirada desde Ventas

Si en la semana pasada apuntamos a Marketing, en esta semana estudiamos Ventas. Cubrimos conceptos importantes como crear y mantener relaciones con los clientes, al mismo tiempo que entendemos las diferencias comerciales que existen cuando se vende a consumidores o a otras empresas. Profundizamos nuestro conocimiento con la elaboración y gestión de las proyecciones de ventas y sus implicaciones para las demás áreas de la empresa.

Finanzas, Marketing y Ventas trabajando juntos

En esta última semana, abordamos tres temas en los que hay fuerte interacción entre Finanzas, Ventas y Marketing. Para algunas empresas, el financiamiento de ventas es una importante herramienta de apoyo. Para otras, es absolutamente esencial. Las tres áreas tienen que trabajar juntas en la creación de los programas de financiamiento y también en el manejo de las promociones. En lo que se refiere a la cantidad de vendedores que una empresa necesita, Finanzas y Ventas tienen que conocer las técnicas de dimensionamiento para atender bien a los clientes utilizando bien los recursos de la empresa.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Una mirada desde Marketing

Una mirada desde Ventas

Finanzas, Marketing y Ventas trabajando juntos

¡Hay que medir para gestionar!

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 Finanzas y Operaciones de Marketing y Ventas with these activities:

Revisión de Conceptos Básicos de Marketing

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Repase los conceptos fundamentales de marketing para fortalecer su comprensión

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Revisar notas de clase o textos de marketing anteriores
Participar en discusiones en línea o foros relacionados con el marketing
Leer artículos y blogs de la industria para mantenerse actualizado sobre las tendencias de marketing

Discusión en Grupo sobre Métodos de Segmentación de Mercado

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Intercambie ideas y aprenda de otros estudiantes sobre cómo segmentar efectivamente los mercados

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Formar grupos pequeños y asignar un tema relacionado con la segmentación de mercado
Investigar y preparar una presentación sobre el tema asignado
Presentar y discutir los hallazgos con el grupo

Plan de Marketing Digital para una Empresa Local

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Desarrolle habilidades prácticas para crear y ejecutar un plan de marketing digital efectivo

Browse courses on Marketing Digital

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Investigar la audiencia objetivo y los canales de marketing relevantes
Crear contenido valioso y atractivo para cada canal
Establecer métricas y analizar los resultados para optimizar la campaña

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Career center

Learners who complete Finanzas y Operaciones de Marketing y Ventas will develop knowledge and skills that may be useful to these careers:

Chief Marketing Officer

Chief Marketing Officers study how people decide to buy, and they use that knowledge to build brands. They work with product teams, financial analysts, and public relations professionals to develop marketing materials, including advertising campaigns. This course is relevant to Chief Marketing Officers because it can help them understand how different stakeholders view marketing, and it can help them improve their communications to different audiences. The fact that this course uses quantitative data can help Chief Marketing Officers improve the precision of their operations.

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Marketing Manager

Marketing Managers create and execute advertising and marketing campaigns. They work with product teams, financial analysts, and public relations professionals to develop marketing materials, including advertising campaigns. This course is relevant to Marketing Managers because it can help them understand how different stakeholders view marketing, and it can help them improve their communications to different audiences. The fact that this course uses quantitative data can help Marketing Managers improve the precision of their operations.

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Sales Manager

Sales Managers motivate, train, and direct sales teams. They develop sales strategies and goals, and they work with marketing teams to develop marketing materials. This course is relevant to Sales Managers because it can help them understand how different stakeholders view sales, and it can help them improve their communications to different audiences. The fact that this course uses quantitative data can help Sales Managers improve the precision of their operations.

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Account Manager

Account Managers manage relationships with existing clients. They work with clients to identify their needs and develop solutions. This course is relevant to Account Managers because it can help them understand how different stakeholders view marketing and sales, and it can help them improve their communications to different audiences. The fact that this course uses quantitative data can help Account Managers improve the precision of their operations.

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Business Development Manager

Business Development Managers generate new business for their companies. They work with potential clients to identify their needs and develop solutions. This course is relevant to Business Development Managers because it can help them understand how different stakeholders view marketing and sales, and it can help them improve their communications to different audiences. The fact that this course uses quantitative data can help Business Development Managers improve the precision of their operations.

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Product Manager

Product Managers develop and manage products. They work with engineering teams, marketing teams, and sales teams to bring products to market. This course is relevant to Product Managers because it can help them understand how different stakeholders view products, and it can help them improve their communications to different audiences. The fact that this course uses quantitative data can help Product Managers improve the precision of their operations.

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Brand Manager

Brand Managers develop and manage brands. They work with marketing teams, sales teams, and public relations professionals to develop marketing materials, including advertising campaigns. This course is relevant to Brand Managers because it can help them understand how different stakeholders view brands, and it can help them improve their communications to different audiences. The fact that this course uses quantitative data can help Brand Managers improve the precision of their operations.

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Investment Banker

Investment Bankers help companies raise capital. They work with companies to develop and execute financial transactions. This course is relevant to Investment Bankers because it can help them understand how different stakeholders view financial transactions, and it can help them improve their communications to different audiences. The fact that this course uses quantitative data can help Investment Bankers improve the precision of their operations.

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Financial Analyst

Financial Analysts evaluate the financial performance of companies. They use financial data to make recommendations about investments. This course is relevant to Financial Analysts because it can help them understand how different stakeholders view financial data, and it can help them improve their communications to different audiences. The fact that this course uses quantitative data can help Financial Analysts improve the precision of their operations.

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Management Consultant

Management Consultants help companies improve their performance. They work with companies to identify problems and develop solutions. This course is relevant to Management Consultants because it can help them understand how different stakeholders view companies, and it can help them improve their communications to different audiences. The fact that this course uses quantitative data can help Management Consultants improve the precision of their operations.

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Operations Manager

Operations Managers oversee the day-to-day operations of companies. They work with employees to ensure that companies run smoothly. This course may be useful to Operations Managers because it can help them understand how different stakeholders view operations, and it can help them improve their communications to different audiences.

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Project Manager

Project Managers plan and execute projects. They work with teams to ensure that projects are completed on time and within budget. This course may be useful to Project Managers because it can help them understand how different stakeholders view projects, and it can help them improve their communications to different audiences.

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Supply Chain Manager

Supply Chain Managers oversee the flow of goods and services from suppliers to customers. They work with suppliers, manufacturers, and distributors to ensure that companies have the products and materials they need. This course may be useful to Supply Chain Managers because it can help them understand how different stakeholders view supply chains, and it can help them improve their communications to different audiences.

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Logistics Manager

Logistics Managers plan and execute the movement of goods and services. They work with transportation providers, warehouses, and customers to ensure that companies can get their products to market. This course may be useful to Logistics Managers because it can help them understand how different stakeholders view logistics, and it can help them improve their communications to different audiences.

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Quality Manager

Quality Managers oversee the quality of products and services. They work with employees to ensure that companies meet quality standards. This course may be useful to Quality Managers because it can help them understand how different stakeholders view quality, and it can help them improve their communications to different audiences.

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