OpenCourser brand icon
Sign in
We may earn an affiliate commission when you visit our partners.

Introducción al Marketing

Barbara E. Kahn and Peter Fader

Aprende las bases de Marketing llegando al fondo de toma de decisiones del cliente. Después de completar con éxito este curso, puedes aplicar estas habilidades en un reto empresarial de la vida real como parte de la Programa Especializadode Fundamentos de Negocios de Wharton.

Enroll now

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!
Read more

Traffic lights

Read about what's good
what should give you pause
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

Save this course

Create your own learning path. Save this course to your list so you can find it easily later.
Save

Reviews summary

Fundamentos de marketing sólidos y prácticos

Según los estudiantes, este curso de introducción al marketing de la Universidad de Pennsylvania ofrece una base sólida en los principios fundamentales. Los alumnos aprecian el contenido bien estructurado y la forma en que se presentan los conceptos clave. Se destaca la calidad de los profesores, quienes explican temas complejos de manera clara y concisa. Muchos encuentran el material relevante y aplicable, aunque algunos mencionan que el ritmo puede ser rápido para quienes son completamente nuevos en el tema. En general, es un curso muy valorado para obtener un panorama general del marketing moderno.
Ideal para profesionales y estudiantes.
"Perfecto para actualizar conocimientos o empezar una carrera en marketing."
"Muy útil para entender cómo se aplican los principios de marketing en un contexto empresarial."
"Recomendado para cualquiera que trabaje en negocios y necesite entender mejor el área de marketing."
"Me ayudó a ver cómo el marketing se conecta con otras funciones dentro de una empresa."
Temas actuales y aplicables al mundo real.
"El contenido es muy relevante para lo que se hace en marketing hoy en día, especialmente el módulo sobre estrategias online."
"Me gustó que se enfocara en la toma de decisiones del cliente y la orientación al cliente."
"Pude aplicar muchos de los conceptos directamente a mi trabajo o a mi propio proyecto."
"Las estrategias de mercado y branding son explicadas de forma muy útil y práctica."
Instructores expertos que explican muy bien.
"Los profesores son muy buenos, explican con ejemplos claros y hacen que el contenido sea fácil de seguir."
"Me encantó la forma de enseñar de los instructores, son realmente expertos y apasionados."
"La profesora Kahn y el profesor Fader son excelentes, hicieron que el aprendizaje fuera muy ameno."
"Sentí que los profesores realmente sabían de lo que hablaban y pudieron transmitirlo eficazmente."
Proporciona una excelente base en marketing.
"Este curso me dio una base muy sólida para entender los conceptos clave del marketing."
"Es una introducción excelente, cubre los fundamentos necesarios para empezar en el área."
"Siento que ahora tengo el conocimiento básico para profundizar en temas más específicos."
"Aprendí los pilares del marketing de forma muy clara y estructurada."
Puede ser rápido para principiantes absolutos.
"El curso es muy bueno, pero el ritmo es bastante rápido. A veces sentí que necesitaba más tiempo para asimilar algunos conceptos."
"Si no tienes ninguna experiencia previa en marketing, puede resultar un poco abrumador al principio."
"Me gustaría que algunos temas se abordaran con un poco más de profundidad o con más ejemplos prácticos."
"El material es denso, requiere dedicación para seguir el hilo de todas las semanas."

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
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
Show steps
  • 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
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
Show steps
  • 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
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
Show steps
  • Identifica el software de marketing que deseas aprender
  • Encuentra tutoriales o cursos en línea
  • Sigue los tutoriales y completa ejercicios prácticos
Four other activities
Expand to see all activities and additional details
Show all seven activities
Escribe una propuesta de marketing
Mejora tus habilidades de comunicación y persuasión de marketing escribiendo una propuesta convincente que destaque tus ideas y estrategias de marketing.
Browse courses on Marketing
Show steps
  • 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
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
Show steps
  • 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
Fortalece tus habilidades de marketing estratégico y gestión de campañas planificando y ejecutando una campaña de marketing simulada para un producto o servicio real.
Browse courses on Marketing
Show steps
  • 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
Fortalece tus habilidades analíticas y de interpretación de datos practicando el análisis de datos de marketing reales para obtener información y tendencias valiosas.
Browse courses on Marketing
Show steps
  • 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
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 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
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
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
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
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
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
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
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
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
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

Reading list

We've selected 14 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 Introducción al Marketing.
Cover image
Marketing 6.0
Save
This comprehensive textbook provides a broad overview of marketing principles and practices, serving as a useful reference tool for the course.
(English) Marketing 6.0: The Future Is Immersive
Hardcover
$$
(English) Marketing 6.0: The Future Is Immersive
Kindle Edition
$$
Marketing 6.0: El futuro es inmersivo
Paperback
$$
Cover image
Diffusion of Innovations, 4th Edition
Save
This classic work provides a theoretical foundation for understanding how new ideas and products spread through markets, which is essential knowledge for marketers.
(English) Diffusion of Innovations, 4th Edition
Kindle Edition
$
Cover image
The Future of Purpose-Driven Branding
Save
Deepens the concept of branding taught in this course by focusing on how to make a brand stand out from the competition and stay relevant in the minds of consumers.
(English) The Future of Purpose-Driven Branding: Signature...
Paperback
$$
(English) The Future of Purpose-Driven Branding: Signature...
Kindle Edition
$
Cover image
Predictable Revenue
Save
Offers a practical guide to generating predictable revenue through effective sales strategies, which is particularly relevant to the course's focus on marketing and sales alignment.
(English) Predictable Revenue: Turn Your Business Into a...
Paperback
$$
(English) Predictable Revenue: Turn Your Business Into A...
Kindle Edition
$
Cover image
Traction
Save
This practical guide provides strategies for acquiring customers and building a successful business, complementing the course's focus on marketing and sales alignment.
(English) Traction: How Any Startup Can Achieve Explosive...
Hardcover
$$
(Français) Traction - Comment toute start-up peut développer...
Kindle Edition
$$
(Italiano) Traction. Le strategie vincenti per ottenere una...
Paperback
$$
Cover image
The Big Pad of 50 Blank, Extra-Large Business Model...
Save
Offers a framework for developing and delivering value propositions that meet customer needs, providing a foundation for the course's discussion of marketing strategies.
The Big Pad of 50 Blank, Extra-Large Business Model...
Paperback
Check
The Big Pad of 50 Blank, Extra-Large Business Model...
Kindle Edition
Check
Cover image
REPOSITIONING: Marketing in an Era of Competition,...
Save
Provides a framework for repositioning brands and products in a changing market landscape, which complements the course's discussion of marketing communication strategies.
(English) Repositioning: Marketing in an Era of Competition,...
Hardcover
$$
(English) REPOSITIONING: Marketing in an Era of Competition,...
Kindle Edition
$$
Cover image
The 22 Immutable Laws of Marketing
Save
Presents a set of principles that guide effective marketing practices, offering a framework for understanding the course's key concepts.
(English) The 22 Immutable Laws of Marketing: Violate Them at...
Paperback
$$
(English) The 22 Immutable Laws Of Branding, The 22 Immutable...
Paperback
$$$
(English) The 22 Immutable Laws Of Marketing, The Tipping...
Paperback
$$
(English) The 22 Immutable Laws of Marketing: Exposed and...
Kindle Edition
$$
Cover image
Crossing the Chasm, 3rd Edition
Save
Provides valuable insights into the challenges of marketing and selling innovative products to mainstream customers, which is relevant to the course's discussion of marketing strategies.
(English) Crossing the Chasm, 3rd Edition: Marketing and...
Paperback
$$
(中文) Crossing the Chasm: A Guide to Marketing Disruptive...
Paperback
$$
(English) Crossing the Chasm, 3rd Edition: Marketing and...
Kindle Edition
$$
Lean Startup: How Today's Entrepreneurs Use...
Save
Promotes a customer-centric approach to product development and marketing, which aligns with the course's emphasis on understanding customer needs.
(English) The Lean Startup: How Today's Entrepreneurs Use...
Hardcover
$$
(English) The Lean Startup: How Today's Entrepreneurs Use...
Kindle Edition
$$
Cover image
Microeconomics for Managers
Save
Explores the concept of nudging, which involves subtle interventions that can influence consumer behavior without coercion, providing insights into effective marketing strategies.
(English) Microeconomics for Managers: Principles and...
Paperback
$$$
(English) Microeconomics for Managers: Principles and...
Kindle Edition
$$$
Cover image
Find Your Why
Save
Emphasizes the importance of purpose and inspiration in marketing and leadership, providing additional depth to the course's exploration of brand positioning and communication.
Find Your Why
Paperback
Check
Find Your Why
Kindle Edition
Check
Cover image
The Disruptive Innovation Set (2 Books)
Save
Explores the challenges of innovation and disruption, providing a valuable perspective for understanding the course's discussion of marketing strategies in a rapidly changing business environment.
(English) The Disruptive Innovation Set (2 Books)
Paperback
$$
(English) The Disruptive Innovation Set (2 Books)
Kindle Edition
$$
Cover image
Influence, New and Expanded
Save
Offers practical insights into the psychological principles that influence consumer behavior, complementing the course's exploration of marketing tactics.
(English) Influence, New and Expanded: The Psychology of...
Hardcover
$$
(中文) Influence, New and Expanded: The Psychology of...
Paperback
$$

Share

Help others find this course page by sharing it with your friends and followers:
Facebook
LinkedIn
Reddit
X
Link
Email

Similar courses

Similar courses are unavailable at this time. Please try again later.
Effort
4 weeks of study, 4-6 hours a week
Via
Coursera
Institution
University of Pennsylvania
Instructors
Barbara E. Kahn
Peter Fader
Language
Español
Transcripts
English Türkçe українська мова tiếng Việt
This course belongs to a collection called Fundamentos Empresariales . It's comprised of five courses:
  1. Proyecto de Fundamentos Empresariales de Wharton
  2. Introducción a la Gestión de Operaciones
  3. Introducción a la Contabilidad Financiera
  4. Introducción al Marketing (viewing)
  5. Introducción a las Finanzas Corporativas
Traffic lights
Read about what's good
what should give you pause
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
Share this
Share to help others discover this course.
Facebook LinkedIn X Reddit Link Email
Begin learning today
Enroll now to gain full access to Introducción al Marketing.
Enroll now
Save for later
Add this course to your list. Find it anytime.
Save
Our mission

OpenCourser helps millions of learners each year. People visit us to learn workspace skills, ace their exams, and nurture their curiosity.

Our extensive catalog contains over 50,000 courses and twice as many books. Browse by search, by topic, or even by career interests. We'll match you to the right resources quickly.

Find this site helpful? Tell a friend about us.

Affiliate disclosure

We're supported by our community of learners. When you purchase or subscribe to courses and programs or purchase books, we may earn a commission from our partners.

Your purchases help us maintain our catalog and keep our servers humming without ads.

Thank you for supporting OpenCourser.

© 2016 - 2025 OpenCourser