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Julián Villanueva
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.
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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.
Read more
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.
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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.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause 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
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Reviews summary
Marketing estratégico: fundamentos y claves de éxito
Según los estudiantes, este curso ofrece una excelente introducción al marketing estratégico, proporcionando una visión completa de los fundamentos y las etapas del proceso de planificación. Muchos destacan la claridad y la experiencia de los profesores, haciendo que temas complejos sean accesibles. Los alumnos valoran positivamente la forma en que el curso aborda el marketing mix (producto, precio, plaza, promoción) y la importancia de sostener el valor a largo plazo. Aunque algunos lo consideran un buen punto de partida que podría complementarse con casos más prácticos o profundización en áreas específicas, en general, la recepción es muy positiva, considerándolo muy útil para comprender el pensamiento estratégico en marketing.
Cubre los fundamentos teóricos del marketing estratégico.
"Es un curso fuertemente basado en la teoría, lo cual es bueno para entender los conceptos."
"Me dio una buena base teórica para seguir aprendiendo sobre marketing."
"El curso sienta las bases para una comprensión sólida de los principios estratégicos."
"Se centra en los fundamentos, lo cual es esencial para quienes se inician o quieren refrescar conocimientos."
La cobertura del Marketing Mix es valorada positivamente.
"La parte del marketing mix (Producto, Precio, Plaza, Promoción) está muy bien explicada."
"Entendí mejor cómo interactúan las 4 Ps en la estrategia general."
"La estructura del curso, siguiendo el marketing mix, es muy lógica y fácil de seguir."
"Me pareció especialmente útil la forma en que abordaron el producto y la marca."
La experiencia y claridad de los instructores es destacada.
"Los profesores son excelentes, explican muy bien y se nota su experiencia."
"La calidad docente es muy alta, hacen los conceptos fáciles de entender."
"Muy satisfecho con la claridad de las explicaciones y los ejemplos dados por los profesores."
"Se nota que son expertos en la materia y transmiten la información de forma muy didáctica."
Proporciona un sólido marco conceptual y estratégico.
"El curso me ha dado una visión muy clara y completa del marketing estratégico."
"Excelente contenido para entender la estrategia de marketing desde una perspectiva de negocio."
"Me ayudó a organizar mis ideas y a entender el proceso de planificación estratégica."
"Es una buena base para comprender cómo el marketing se alinea con la estrategia general de la empresa."
Algunos desean más ejemplos prácticos o detalle.
"Me gustaría que tuviera más casos prácticos y ejemplos de aplicación real."
"Es una buena introducción, pero para profundizar quizás se necesiten otros recursos."
"Podría ser más detallado en algunas áreas del marketing mix."
"Siento que faltan ejemplos concretos de empresas para ilustrar mejor los conceptos."
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
Show steps
Review the basic concepts of marketing to strengthen your foundation for this course.
Browse courses on
Marketing Fundamentals
Show steps
-
Define marketing and its key concepts.
-
Identify the different types of marketing.
Read "Marketing Management" by Philip Kotler and Kevin Lane Keller
Show steps
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
Show steps
-
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
Show steps
Stay organized and enhance your learning by regularly compiling, reviewing, and summarizing course materials.
Show steps
-
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
Expand to see all activities and additional details
Show all nine activities
Assemble a marketing tools and resources compilation
Show steps
Gather and organize valuable marketing tools, resources, and websites for easy access and future reference.
Show steps
-
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
Show steps
Analyze real-world examples of effective marketing strategies to gain practical insights.
Show steps
-
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
Show steps
Engage with fellow students to exchange ideas, ask questions, and deepen your understanding through collaborative learning.
Show steps
-
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
Show steps
Strengthen your analytical skills by completing exercises and solving problems related to marketing concepts.
Show steps
-
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
Show steps
Apply your understanding of marketing principles by creating a comprehensive plan for a new product or service.
Show steps
-
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
Show steps
Challenge yourself and test your marketing skills by participating in online or offline simulations.
Show steps
-
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.
Review marketing fundamentals
Show steps
Review the basic concepts of marketing to strengthen your foundation for this course.
Browse courses on
Marketing Fundamentals
Show steps
Show steps
Show steps
- Define marketing and its key concepts.
- Identify the different types of marketing.
Read "Marketing Management" by Philip Kotler and Kevin Lane Keller
Show steps
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
Show steps
Show steps
Show steps
- 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
Show steps
Stay organized and enhance your learning by regularly compiling, reviewing, and summarizing course materials.
Show steps
Show steps
Show steps
- 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
Expand to see all activities and additional details
Show all nine activities
Assemble a marketing tools and resources compilation
Show steps
Gather and organize valuable marketing tools, resources, and websites for easy access and future reference.
Show steps
Show steps
Show steps
- 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
Show steps
Analyze real-world examples of effective marketing strategies to gain practical insights.
Show steps
Show steps
Show steps
- 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
Show steps
Engage with fellow students to exchange ideas, ask questions, and deepen your understanding through collaborative learning.
Show steps
Show steps
Show steps
- 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
Show steps
Strengthen your analytical skills by completing exercises and solving problems related to marketing concepts.
Show steps
Show steps
Show steps
- 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
Show steps
Apply your understanding of marketing principles by creating a comprehensive plan for a new product or service.
Show steps
Show steps
Show steps
- 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
Show steps
Challenge yourself and test your marketing skills by participating in online or offline simulations.
Show steps
Show steps
Show steps
- 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 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.
Brand 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.
Product 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.
Marketing Analyst
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.
Marketing Consultant
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.
Sales Manager
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.
Market Researcher
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.
Business Development 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.
Public relations 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.
Advertising 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.
Social Media 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.
Event 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.
Customer Relationship 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.
Content 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.
Digital Marketing 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.
For more career information including salaries, visit:
OpenCourser.com/course/o5g397/marketing
Reading list
We've selected 15 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
Marketing estratégico: claves para competir con éxito.
Provides a comprehensive overview of digital marketing and how to use it to reach and engage customers online. It is particularly useful for those interested in learning about the latest trends in digital marketing.
Save
Classic in the field of marketing and provides a comprehensive overview of the marketing process. It is helpful for providing background knowledge and serves as a useful reference tool.
Provides a comprehensive overview of the innovator's dilemma and how to avoid it. It is particularly useful for those interested in learning about the latest trends in innovation.
Save
Provides a comprehensive overview of good and bad strategy and how to develop a winning strategy. It is particularly useful for those interested in learning about the latest trends in strategy.
Provides a comprehensive overview of the lean startup methodology and how to use it to create a successful business. It is particularly useful for those interested in learning about the latest trends in entrepreneurship.
Save
Provides a comprehensive overview of how to build a successful startup. It is particularly useful for those interested in learning about the latest trends in entrepreneurship.
Save
Provides a comprehensive overview of how to get customers for a startup. It is particularly useful for those interested in learning about the latest trends in customer acquisition.
Provides a comprehensive overview of social media marketing and how to use it to reach and engage customers on social media. It is particularly useful for those interested in learning about the latest trends in social media marketing.
Save
Provides a comprehensive overview of marketing analytics and how to use data to improve marketing performance. It is particularly useful for those interested in learning about the latest trends in marketing analytics.
Provides a comprehensive overview of positioning and how to use it to create a unique and memorable brand. It is particularly useful for those interested in learning about the latest trends in positioning.
Provides a comprehensive overview of customer relationship management (CRM) and how to use it to improve customer relationships. It is helpful for providing background knowledge on CRM and serves as a useful reference tool.
Provides a comprehensive overview of marketing and how it affects our lives. It is helpful for providing background knowledge on marketing and serves as a useful reference tool.
Provides a comprehensive overview of e-commerce and how it is changing the way businesses operate. It is helpful for providing background knowledge on e-commerce and serves as a useful reference tool.
Save
Provides a comprehensive overview of marketing metrics and how to use them to measure marketing performance. It valuable reference tool for those who want to learn more about marketing measurement.
Provides a concise overview of the 22 immutable laws of marketing. It valuable reference tool for those who want to learn more about the fundamental principles of marketing.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/o5g397/marketing
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Effort
4 semanas de estudio, 2-4 horas/semana
Level
Introductory
Via
Coursera
Institution
IESE Business School
Instructor
Julián Villanueva
Language
Español
This course belongs to a
collection
called
Claves de la Dirección de Empresas. It's comprised of five courses:
- Introducción a la Contabilidad Financiera
- Finanzas para directivos
- Análisis de situaciones de negocio
- La gestión de personas y equipos
- Marketing estratégico: claves para competir con éxito (viewing)
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