Introducción al Marketing from Coursera

What's inside

Syllabus

BRANDING: Estrategias de Marketing y Posicionamiento de Marca Mercadeo

La profesora Kahn nos propone comenzar con los dos primeros módulos de branding: Estrategia de Comercialización y Posicionamiento de Marca. Te aconsejamos que leas el programa que aparece más abajo, donde encontrarás un resumen de los conceptos que se cubren en el curso. Encontrarás información adicional en las Páginas del Curso. Por favor, ¡participa en los foros de debate ya que tus aportaciones mejorarán la experiencia global de este curso!

ORIENTACIÓN AL CLIENTE: Los Límites del Pensamiento Centrado en el Producto y Las Oportunidades y Retos de la Orientación al Cliente

El Módulo 2 lo imparte el profesor Peter Fader, que se centrará en los conceptos relacionados con la Centricidad en el Cliente. En una economía que cada vez responde más a los comportamientos de los clientes, es imprescindible centrarse en los clientes adecuados para conseguir una ventaja estratégica. En las siguientes semanas proporcionaremos las bases necesarias para construir previsiones centradas en los clientes. Si quieres leer más sobre las opiniones del profesor Fader sobre la centricidad en el cliente, no dudes en seguirle en Twitter (@faderp). Con frecuencia comparte perspectivas y lecturas de interés.

ESTRATEGIAS DE INSERCIÓN AL MERCADO: Interacciones En Línea y Convencionales y Cómo Encontrar Usuarios Principales y Facilitar la Influencia y el Contagio

¡Una vez que empezamos nuestro tercer módulo, el profesor David Bell toma el relevo esta semana! Esta vez nos vamos a centrar en el tema crucial “Estrategias de Mercado”. Las “estrategias de mercado” ofrecen más posibilidades que antes ya que las compañías tienen el potencial de dirigirse a los consumidores tanto online como sin conexión, a través de una variedad de plataformas. El profesor Bell ha trabajado en estos temas com varias empresas emergentes fascinantes y usará esas experiencias para ayudar a ilustrar el material de esta semana.

BRANDING: Estrategias de Comunicación Eficaz de Marca y Estrategias de Reposicionamiento

La profesora Kahn vuelve en cuarto módulo, el segundo de sus Módulos de Branding, donde tratará las estrategias efectivas de comunicación de marca y estrategias de reorientación. Uno de los aspectos más importantes para entender el comportamiento del consumidor es el de cómo los clientes perciben el mensaje y la comercialización de tu marca: lo que los consumidores perciben es lo que afecta a sus acciones, y lo que ellos perciben ¡no tienen que ser necesariamente cierto! La profesora Kahn en el último módulo del curso, profundiza en el comportamiento del cliente y en su percepción y explora estrategias eficaces para influir en ambos.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Fortalece los fundamentos para estudiantes principiantes en mercadotecnia

Abre las puertas al análisis de las bases de la toma de decisiones de clientes

Se enfoca en las estrategias de comercialización y posicionamiento de marca

Ofrece estrategias de inserción al mercado, incluyendo interacciones en línea y convencionales

Explora estrategias eficaces de comunicación y reposicionamiento de marca

Permite aplicar las habilidades en un reto empresarial real

Reviews summary

Impressive introduction to marketing

This course has proven itself to be a very impressive introduction to the field of marketing with almost no complaints and very high grades. Students have particularly praised the expertise of the professors, the value of the information, and the overall quality of the course.

Overall positive learning experience

"Muy buen curso bien explicado"

"Un curso genial, estupendo para comprender muchas dinámicas de mercado"

Amazing, interesting content

"EXCELENTE Y VALIOSA INFORMACIÓN COMPARTIDA"

"Me ayudó a reforzar conocimientos que ya tenía de la universidad y me presentó nuevas áreas de conocimiento"

Impressive, knowledgeable professors

"Awesome teachers with a great background and experience."

"I really enjoyed her conferences and really helped me to understand Marketing fundamentals in a much better way!"

Course advertised as free but required paid subscription

"Comienzas con la primera etapa y al hacer el cuestionario te pide un periodo de prueba gratis pidiendo el numero de tu tarjeta de credito. No debiesen promocionar como gratuito cuando no lo es"

Exam responses were confusing

"Tal vez las respuestas de los exámenes eran un poco ambiguas y se prestaba a ciertas confusiones"

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 Introducción al Marketing with these activities:

Principios de Marketing

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Refuerza los conceptos fundamentales y las últimas tendencias de marketing leyendo un libro de texto clásico sobre los principios del marketing, proporcionando una base sólida para el curso.

View Dirección de Marketing on Amazon

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Lee los capítulos asignados
Toma notas y destaca los conceptos clave
Completa las preguntas de revisión o los ejercicios al final de cada capítulo

Revisión de conceptos básicos de marketing

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Refresca y fortalece tu base de conocimientos revisando los conceptos básicos de marketing, como el mercado objetivo, las estrategias de segmentación y las tácticas de promoción.

Browse courses on Marketing

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Revisa las notas del curso anterior o los materiales de estudio
Completa las pruebas de práctica o los cuestionarios
Participa en debates o discusiones en línea

Tutoriales de software de marketing

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Mejora tu eficiencia y automatiza tus tareas de marketing explorando y aprendiendo a usar software de marketing, como plataformas de gestión de redes sociales o herramientas de análisis.

Browse courses on Marketing

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Identifica el software de marketing que deseas aprender
Encuentra tutoriales o cursos en línea
Sigue los tutoriales y completa ejercicios prácticos

Four other activities

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Show all seven activities

Escribe una propuesta de marketing

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Mejora tus habilidades de comunicación y persuasión de marketing escribiendo una propuesta convincente que destaque tus ideas y estrategias de marketing.

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Identifica un problema de negocio o una oportunidad
Investiga y analiza el mercado
Desarrolla una solución de marketing
Escribe la propuesta
Presenta la propuesta

Discute estrategias de marketing con compañeros

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Amplía tu perspectiva y enriquece tu comprensión participando en discusiones grupales sobre estrategias de marketing y obteniendo retroalimentación de tus compañeros.

Browse courses on Marketing

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Forma un grupo de estudio
Selecciona un tema de marketing para discutir
Prepara una presentación o materiales de apoyo
Participa en la discusión y comparte ideas
Reflexiona sobre la discusión y aplica los aprendizajes

Lanzar una campaña de marketing simulada

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Fortalece tus habilidades de marketing estratégico y gestión de campañas planificando y ejecutando una campaña de marketing simulada para un producto o servicio real.

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Define objetivos de campaña y público objetivo
Crea un presupuesto de marketing y un plan de medios
Desarrolla mensajes y materiales creativos
Implementa y monitorea la campaña
Analiza los resultados y realiza ajustes

Análisis de datos de marketing

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Fortalece tus habilidades analíticas y de interpretación de datos practicando el análisis de datos de marketing reales para obtener información y tendencias valiosas.

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Recopila y limpia datos
Analiza los datos utilizando métodos estadísticos
Interpreta los resultados y extrae conclusiones
Crea visualizaciones de datos para presentar los hallazgos

Career center

Learners who complete Introducción al Marketing will develop knowledge and skills that may be useful to these careers:

Marketing Manager

The marketing manager develops the strategic marketing plan for a product or service, including its advertising, promotion, and distribution. This course can help you develop the skills needed to succeed in this role, including understanding customer behavior, developing effective marketing campaigns, and managing a marketing budget. In particular, the course's focus on branding and customer orientation will be directly relevant to this role's responsibilities.

See salaries and explore the career path for Marketing Manager

Brand Manager

A brand manager is responsible for developing and executing marketing campaigns for a specific brand. This course can help you develop the skills needed to succeed in this role, including understanding customer behavior, developing effective marketing campaigns, and managing a marketing budget. In particular, the course's focus on branding and customer orientation will be directly relevant to this role's responsibilities.

See salaries and explore the career path for Brand Manager

Business Development Manager

The business development manager is responsible for developing and executing business development strategies. This course can help you develop the skills needed to succeed in this role, including understanding customer behavior, developing effective business development strategies, and managing a business development team. In particular, the course's focus on customer orientation and market research will be directly relevant to this role's responsibilities.

See salaries and explore the career path for Business Development Manager

Advertising Manager

The advertising manager is responsible for developing and executing advertising campaigns. This course can help you develop the skills needed to succeed in this role, including understanding customer behavior, developing effective advertising campaigns, and managing an advertising budget. In particular, the course's focus on branding and customer orientation will be directly relevant to this role's responsibilities.

See salaries and explore the career path for Advertising Manager

Market Researcher

The market researcher is responsible for conducting market research to help businesses understand their customers and make informed decisions. This course can help you develop the skills needed to succeed in this role, including data analysis, market research, and forecasting. In particular, the course's focus on customer behavior and market research will be directly relevant to this role's responsibilities.

See salaries and explore the career path for Market Researcher

Public relations manager

The public relations manager is responsible for developing and executing public relations campaigns. This course can help you develop the skills needed to succeed in this role, including understanding customer behavior, developing effective public relations campaigns, and managing a public relations budget. In particular, the course's focus on branding and customer orientation will be directly relevant to this role's responsibilities.

See salaries and explore the career path for Public relations manager

Sales Manager

The sales manager is responsible for developing and executing sales strategies and managing a sales team. This course can help you develop the skills needed to succeed in this role, including understanding customer behavior, developing effective sales strategies, and managing a sales team. In particular, the course's focus on customer orientation and market research will be directly relevant to this role's responsibilities.

See salaries and explore the career path for Sales Manager

Marketing Analyst

The marketing analyst is responsible for collecting and analyzing data to help businesses make informed marketing decisions. This course can help you develop the skills needed to succeed in this role, including data analysis, market research, and forecasting. In particular, the course's focus on customer behavior and market research will be directly relevant to this role's responsibilities.

See salaries and explore the career path for Marketing Analyst

Product Manager

The product manager is responsible for the development, launch, and marketing of a product or service. This course can help you develop the skills needed to succeed in this role, including understanding customer behavior, developing effective marketing campaigns, and managing a product roadmap. In particular, the course's focus on customer orientation and market research will be directly relevant to this role's responsibilities.

See salaries and explore the career path for Product Manager

Marketing Consultant

The marketing consultant provides advice and guidance to businesses on marketing strategy and execution. This course can help you develop the skills needed to succeed in this role, including understanding customer behavior, developing effective marketing campaigns, and managing a marketing budget. In particular, the course's focus on branding and customer orientation will be directly relevant to this role's responsibilities.

See salaries and explore the career path for Marketing Consultant

Customer Relationship Manager

The customer relationship manager is responsible for developing and executing customer relationship strategies. This course can help you develop the skills needed to succeed in this role, including understanding customer behavior, developing effective customer relationship campaigns, and managing a customer relationship management system. In particular, the course's focus on branding and customer orientation will be directly relevant to this role's responsibilities.

See salaries and explore the career path for Customer Relationship Manager

Social Media Manager

The social media manager is responsible for developing and executing social media strategies. This course can help you develop the skills needed to succeed in this role, including understanding customer behavior, developing effective social media campaigns, and managing a social media budget. In particular, the course's focus on branding and customer orientation will be directly relevant to this role's responsibilities.

See salaries and explore the career path for Social Media Manager

Digital Marketing Manager

The digital marketing manager is responsible for developing and executing digital marketing strategies. This course can help you develop the skills needed to succeed in this role, including understanding customer behavior, developing effective digital marketing campaigns, and managing a digital marketing budget. In particular, the course's focus on branding and customer orientation will be directly relevant to this role's responsibilities.

See salaries and explore the career path for Digital Marketing Manager

E-commerce Manager

The e-commerce manager is responsible for developing and executing e-commerce strategies. This course can help you develop the skills needed to succeed in this role, including understanding customer behavior, developing effective e-commerce campaigns, and managing an e-commerce website. In particular, the course's focus on branding and customer orientation will be directly relevant to this role's responsibilities.

See salaries and explore the career path for E-commerce Manager

Content Marketing Manager

The content marketing manager is responsible for developing and executing content marketing strategies. This course can help you develop the skills needed to succeed in this role, including understanding customer behavior, developing effective content marketing campaigns, and managing a content marketing budget. In particular, the course's focus on branding and customer orientation will be directly relevant to this role's responsibilities.

See salaries and explore the career path for Content Marketing Manager