Marketing estratégico: claves para competir con éxito from Coursera

El papel del marketing difiere entre empresas y sectores. Además, la visión que los profesionales tienen del mismo depende del nivel jerárquico dentro de la organización, así como del bagaje profesional de cada uno. Quizá por ello, a menudo es mal entendido y reducido a un nivel táctico exclusivamente de comunicación.

El marketing trata de identificar y satisfacer de manera rentable necesidades humanas y de la sociedad en general. Por ello, como disciplina, tiene permanentemente puesto el foco en el cliente. A nivel corporativo, el marketing debe ayudar a diseñar la estrategia; pero también es parte fundamental en la ejecución de esta.

En un mundo tan competitivo como el actual, las empresas que sean capaces de crear más valor para el cliente y de hacer rentable esa relación son las que generarán más riqueza, empleo y también las capaces de competir con éxito en sus mercados.

El objetivo de este curso es aportar una introducción al marketing estratégico. Estudiaremos las distintas fases del proceso de planificación de marketing, con especial énfasis en el llamado marketing mix y en la importancia de sostener el valor en el tiempo.

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What's inside

Syllabus

La estrategia de marketing

¡Te damos la bienvenida al curso! Antes de empezar con los vídeos de hoy, te recomendamos que eches un vistazo al programa del curso. En esta primera sesión, te facilitaremos una perspectiva general del marketing y determinaremos los factores que identifican a esta disciplina como el mejor medio para comunicar la propuesta de valor de una compañía. También nos adentraremos en el proceso de marketing, analizaremos las fuerzas de cambio en el mercado (las 5 Cs) y hablaremos de la importancia de la segmentación y el posicionamiento. Objetivos de la semana: conocer los fundamentos del marketing.

Producto, marca y precio

Aunque actualmente parece difícil recordar cómo era el mundo antes del iPod, iPhone y iPad, cuando Apple lanzó su primer iPod en 2001, éste no se convirtió en un éxito de ventas de manera automática. El producto era genial, pero fue una compleja estrategia de marketing la que finalmente lo llevó por buen camino. Todas las compañías —ya vendan productos electrónicos, experiencias gastronómicas o tarjetas de crédito— deben preocuparse por la toma de decisiones acerca del producto, los precios y la marca. En esta segunda sesión, profundizaremos en las características propias del producto y la importancia de la marca. Además, analizaremos los fundamentos de fijación de precios. Objetivos de la semana: Entender la importancia no solo del producto, sino también del valor de marca y la fijación de precios.

Plaza y promoción

Hacer llegar el producto al cliente es una de las claves del marketing. No solamente hay que hacer llegar el producto físicamente a las manos del cliente, sino también comunicar las características y beneficios del producto. Antiguamente, la plaza del pueblo era el lugar principal que conectaba al cliente con los agricultores y artesanos que producían lo que estos deseaban. Hoy en día, los canales de distribución son mucho más complejos y variados: desde el distribuidor mayorista, al detallista, grandes superficies, venta directa, ecommerce, y una multitud de combinaciones de éstas. Vamos a analizar las diferentes estructuras de distribución y sus respectivas funciones. Además, analizaremos la importancia de fomentar el conocimiento del producto y la marca a través de la comunicación. Objetivos de la semana: Conocer las varias formas de hacer llegar el producto al cliente.

Sostener el valor

Palm Pilot, Nokia, Blackberry, Polaroid… hace años habría sido imposible imaginar que estas marcas algún día correrían el riesgo de extinción. Como señala un estudio de la vida media de las empresas del S&P 500, en los años 20, las empresas sobrevivían una media de 67 años. Hoy en día ya no es así, apenas duran unos 15 años. Entonces, ¿qué podemos hacer para sostener el valor en el tiempo? Esta semana hablaremos de dos conceptos centrales para sostenerlo: el valor para el cliente y el valor de vida del cliente (customer lifetime value). Propondremos una agenda para sostener el valor, que consiste en escuchar la voz del mercado, diseñar cuadros de mandos comerciales, aprender a diagnosticar y, finalmente, planificar escenarios con miradas hacia el futuro. Objetivos de la semana: Entender la importancia de proyectar el valor creado hacia el futuro y discutir algunos modelos que pueden ayudar a sostener tanto valor creado como capturado en el largo plazo.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores los fundamentos de la disciplina de marketing, definiendo su naturaleza, objetivos y su relación con otras áreas de la empresa

Desarrolla un enfoque integral del proceso de marketing, abarcando las fases de planificación estratégica, desarrollo de estrategias de segmentación y posicionamiento, y diseño e implementación del marketing mix

Proporciona una visión práctica de la gestión de marcas y la importancia de crear valor para el cliente a través del desarrollo de productos, la fijación de precios y las estrategias de distribución

Enseña cómo sostener el valor creado en el tiempo a través de la comprensión del valor para el cliente, el valor de por vida del cliente y el diseño de estrategias de relación con el cliente

Está dirigido a estudiantes o profesionales que buscan una comprensión fundamental de los principios y prácticas de marketing

Reviews summary

Marketing para el éxito

Este curso sobre marketing estratégico ofrece una sólida base para comprender los principios fundamentales del marketing y su importancia para el éxito empresarial. Los estudiantes apreciaron las explicaciones claras y concisas, los ejemplos del mundo real y el enfoque práctico que les prepara para aplicar los conceptos aprendidos en su trabajo diario. El curso también destaca el papel del marketing en la creación de valor para los clientes y la sostenibilidad a largo plazo.

Ejercicios prácticos y actividades interactivas.

"Además es muy útil."

Casos de estudio y ejemplos ilustrativos.

"El curso me pareció muy completo y con casos muy actuales..."

Conceptos explicados de manera simple y fácil de entender.

"Muy claro todo!"

"Excelente, muy completo, el contenido es de mucho valor, y los ejemplos y ejercicios facilitan la comprensión de la teoría."

Aprendizaje práctico y aplicable al mundo real.

"Pude complementar mis conocimientos con respecto al Marketing."

"Muy buenas ideas, aplicables a la realidad de mi trabajo."

Profesor informativo y apasionado.

"El profesor sabe muy bien los temas y sabe explicar"

"Muy interesante y dinámico por parte del instructor"

Algunos contenidos considerados demasiado básicos.

"Bastante básico"

Material de apoyo adicional limitado.

Falta de alineación entre materiales de lectura y vídeos.

"le faltó coherencia entre las lecturas obligatorias y los videos"

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 Marketing estratégico: claves para competir con éxito with these activities:

Review marketing fundamentals

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Review the basic concepts of marketing to strengthen your foundation for this course.

Browse courses on Marketing Fundamentals

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Define marketing and its key concepts.
Identify the different types of marketing.

Read "Marketing Management" by Philip Kotler and Kevin Lane Keller

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Enhance your understanding of marketing concepts by delving into a comprehensive textbook written by renowned experts in the field.

View Administração de Marketing (Portuguese Edition) on Amazon

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Identify the key chapters and sections relevant to the course topics.
Summarize the main concepts and theories presented in each chapter.
Complete the end-of-chapter exercises or case studies to reinforce your understanding.

Organize and review course materials

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Stay organized and enhance your learning by regularly compiling, reviewing, and summarizing course materials.

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Create a system for storing and organizing lecture notes, readings, and assignments.
Review and summarize key concepts from each lecture or module.
Identify areas where you need further clarification or understanding.

Six other activities

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Assemble a marketing tools and resources compilation

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Gather and organize valuable marketing tools, resources, and websites for easy access and future reference.

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Identify and collect relevant tools, such as market research platforms, social media analytics, and email marketing software.
Categorize and organize the tools into a logical structure.
Create a document or online repository to store the compilation.

Explore case studies of successful marketing campaigns

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Analyze real-world examples of effective marketing strategies to gain practical insights.

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Select a few case studies that align with your industry or interests.
Identify the key elements of each campaign, such as target audience, objectives, and tactics.
Summarize the learnings and best practices from each case study.

Participate in online discussions and collaborate with peers

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Engage with fellow students to exchange ideas, ask questions, and deepen your understanding through collaborative learning.

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Join the course discussion forums or create a study group.
Contribute to discussions by sharing your perspectives and insights.
Ask clarifying questions and seek feedback from peers.

Practice marketing calculations and analysis

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Strengthen your analytical skills by completing exercises and solving problems related to marketing concepts.

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Identify common marketing calculations, such as market share, ROI, and customer lifetime value.
Practice solving problems using these calculations.
Seek feedback or guidance when needed.

Develop a marketing plan for a hypothetical product or service

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Apply your understanding of marketing principles by creating a comprehensive plan for a new product or service.

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Define the target audience and market segmentation.
Identify the marketing objectives and key performance indicators (KPIs).
Develop the marketing mix (product, price, place, promotion).
Outline the implementation and evaluation plan.

Participate in marketing simulation competitions

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Challenge yourself and test your marketing skills by participating in online or offline simulations.

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Research and identify suitable marketing simulation competitions.
Form a team or participate individually.
Develop and implement your marketing strategy within the simulation.
Analyze the results and learn from the experience.

Career center

Learners who complete Marketing estratégico: claves para competir con éxito will develop knowledge and skills that may be useful to these careers:

Marketing Manager

Marketing Managers oversee the marketing campaigns of an organization. They collaborate with internal departments to determine marketing goals, select target markets, and develop appropriate marketing strategies. The Strategic Marketing course can help build a foundation for success in this role by providing an understanding of the marketing planning process, including the importance of the marketing mix and the need to sustain value over time.

See salaries and explore the career path for Marketing Manager

Brand Manager

Brand Managers oversee the development and implementation of marketing campaigns for specific products or services. They work closely with product development teams to ensure that products meet customer needs and align with the brand's overall marketing strategy. The Strategic Marketing course can help build a foundation for success in this role by providing an understanding of branding, product development, and marketing communications.

See salaries and explore the career path for Brand Manager

Product Manager

Product Managers are responsible for the development, launch, and lifecycle management of products or services. They work closely with marketing teams to ensure that products meet customer needs and align with the company's overall marketing strategy. The Strategic Marketing course can help build a foundation for success in this role by providing an understanding of product development, marketing, and customer segmentation.

See salaries and explore the career path for Product Manager

Marketing Analyst

Marketing Analysts conduct research and analysis to help organizations understand their target markets, develop effective marketing strategies, and measure the success of marketing campaigns. The Strategic Marketing course can help build a foundation for success in this role by providing an understanding of marketing research, data analysis, and marketing planning.

See salaries and explore the career path for Marketing Analyst

Marketing Consultant

Marketing Consultants provide advice and guidance to organizations on all aspects of marketing, including strategic planning, marketing research, and marketing communications. The Strategic Marketing course can help build a foundation for success in this role by providing an understanding of marketing management, marketing strategy, and marketing analytics.

See salaries and explore the career path for Marketing Consultant

Market Researcher

Market Researchers conduct research to help organizations understand their target markets, develop effective marketing strategies, and measure the success of marketing campaigns. The Strategic Marketing course may be useful for building a foundation for success in this role by providing an understanding of marketing research methods, data analysis, and marketing planning.

See salaries and explore the career path for Market Researcher

Sales Manager

Sales Managers oversee the sales team of an organization and are responsible for developing and implementing sales strategies. They work closely with marketing teams to ensure that sales efforts are aligned with the company's overall marketing strategy. The Strategic Marketing course may be useful for building a foundation for success in this role by providing an understanding of marketing strategy, market segmentation, and customer relationship management.

See salaries and explore the career path for Sales Manager

Business Development Manager

Business Development Managers are responsible for developing and implementing strategies to grow an organization's customer base and revenue. They work closely with marketing and sales teams to identify and pursue new business opportunities. The Strategic Marketing course may be useful for building a foundation for success in this role by providing an understanding of market analysis, competitive analysis, and marketing communications.

See salaries and explore the career path for Business Development Manager

Public relations manager

Public Relations Managers are responsible for managing the public image of an organization and building relationships with the media. They work closely with marketing teams to ensure that public relations efforts are aligned with the company's overall marketing strategy. The Strategic Marketing course may be useful for building a foundation for success in this role by providing an understanding of public relations principles, media relations, and crisis management.

See salaries and explore the career path for Public relations manager

Advertising Manager

Advertising Managers oversee the development and implementation of advertising campaigns. They work closely with marketing teams to ensure that advertising efforts are aligned with the company's overall marketing strategy. The Strategic Marketing course may be useful for building a foundation for success in this role by providing an understanding of advertising principles, media planning, and campaign evaluation.

See salaries and explore the career path for Advertising Manager

Social Media Manager

Social Media Managers are responsible for developing and implementing social media strategies. They work closely with marketing teams to ensure that social media efforts are aligned with the company's overall marketing strategy. The Strategic Marketing course may be useful for building a foundation for success in this role by providing an understanding of social media marketing principles, content creation, and community management.

See salaries and explore the career path for Social Media Manager

Event Manager

Event Managers are responsible for planning and executing events. They work closely with marketing teams to ensure that events are aligned with the company's overall marketing strategy. The Strategic Marketing course may be useful for building a foundation for success in this role by providing an understanding of event planning, logistics, and marketing communications.

See salaries and explore the career path for Event Manager

Customer Relationship Manager

Customer Relationship Managers are responsible for building and maintaining relationships with customers. They work closely with marketing and sales teams to ensure that customer service efforts are aligned with the company's overall marketing strategy. The Strategic Marketing course may be useful for building a foundation for success in this role by providing an understanding of customer relationship management principles, customer service techniques, and data analysis.

See salaries and explore the career path for Customer Relationship Manager

Digital Marketing Manager

Digital Marketing Managers are responsible for developing and implementing digital marketing strategies. They work closely with marketing teams to ensure that digital marketing efforts are aligned with the company's overall marketing strategy. The Strategic Marketing course may be useful for building a foundation for success in this role by providing an understanding of digital marketing principles, digital advertising, and social media marketing.

See salaries and explore the career path for Digital Marketing Manager

Content Marketing Manager

Content Marketing Managers are responsible for developing and implementing content marketing strategies. They work closely with marketing teams to ensure that content marketing efforts are aligned with the company's overall marketing strategy. The Strategic Marketing course may be useful for building a foundation for success in this role by providing an understanding of content marketing principles, content creation, and distribution.

See salaries and explore the career path for Content Marketing Manager