We may earn an affiliate commission when you visit our partners.

Fundamentos del marketing mix

Maria Teresa Aranzabal and Fernando Cortiñas

En este curso haremos una introducción a las cuatro Ps del marketing (producto, precio, promoción y plaza), y te hará analizar estratégicamente tu producto o servicio.

La primera sesión es sobre gestión de productos. Está diseñada para proporcionar los conocimientos necesarios para comprender y gestionar el papel estratégico de marcas y productos en la generación de los resultados del negocio. Posteriormente trabajaremos sobre la definición de las estrategias de precios en donde cubriremos los principales conceptos y técnicas para formular precios. A través de las sesiones sobre actividades promocionales (comunicación y publicidad) explorarás los diferentes canales de comunicación disponibles y comprenderás la importancia del plan de medios. Todo estos se complementa con lo que aprenderás en la sesión final sobre la última " P “ – Place - donde se tienen en cuenta los canales y estrategias de venta, con el objetivo primordial de la definición de una estrategia de distribución para su producto o servicio.

Enroll now

Or subscribe to Coursera Plus

And get unlimited access to Coursera

What's inside

Syllabus

Producto y política de producto

Al final de este módulo entenderá los elementos que comprenden un producto, incluyendo niveles, línea y ciclos de vida de un producto. También comprenderá el rol que su ciclo de vida desempeña a la hora de desarrollar una estrategia de producto de éxito, así como diversos métodos para clasificar productos o servicios.

Precio y política de fijación de precios

Al final de este módulo tendrá una visión general del precio y de los diversos factores que le afectan. También podrá utilizar varios enfoques para fijar de manera estratégica el precio de productos y servicios.

Gestión de canales y retailing

Al final de este módulo sabrá cuáles son los pasos para diseñar y gestionar un canal de distribución. También podrá distinguir los distintos tipos de canales de distribución y los conflictos que surgen entre ellos, así como las formas de solucionar esos conflictos. También aprenderá cuál es la naturaleza actual, la estructura, los actores clave y el futuro del marketing al canal.

Comunicaciones de marketing

Al final de este módulo podrá crear y gestionar su propio mix de comunicaciones de marketing, tras haber comprendido su rol e importancia en el marketing mix en su conjunto. También sabrá cómo crear, gestionar y evaluar la publicidad y la promoción en medios.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explora los fundamentos del marketing, incluyendo estrategias de producto, precio, promoción y distribución

Está diseñado para que los principiantes comprendan los conceptos básicos del marketing

Cubre un amplio rango de temas, desde la gestión de productos hasta las estrategias de distribución

Cuenta con instructores experimentados en el campo del marketing

Save this course

Save Fundamentos del marketing mix to your list so you can find it easily later:

Save

Reviews summary

Well-received marketing course

This course, which introduces the four Ps of marketing (product, price, promotion, and place), is well-received by students. Reviewers praised the content for being comprehensive and for providing clear and engaging explanations. The professors also received high marks for their expertise and teaching skills. Overall, this course is highly recommended for anyone looking to learn more about marketing.

The professors are knowledgeable and experienced in the field of marketing.

"Excelentes profesores"

"Gran curso, excelentes profesores, el conocimiento que adquiri me es muy valioso, Saludos :)"

"Muy buen curso y explicación de cada una de las etapas. Los profesores con excelencia en la enseñanza."

The professors do an excellent job of explaining the material in a clear and easy-to-understand way.

"Excelente!"

"Muy buen curso y bien explicado todo. Gracias"

"Excelente Maite y Fernando. Ha sido un placer adquirir conocimientos de personas tan reconocidas en el sector."

The course covers a wide range of topics related to marketing.

"Muy completo"

"Excelente curso, muy completo."

"Muy buen curso, es muy claro aunque me hubiera gustado un poco mas de ayuda visual, pero es un curso muy completo y vale mucho la pena "

Some reviewers wished the course included more visual aids.

"Preferiría que colocaran mas ejemplos sobre cada concepto o fundamento para una mejor comprensión, pero todo esta muy bien gracias."

"Las últimas dos semanas son más pesadas debido a la falta de gráficos, pero de ahí en fuera el temario me parece excelente."

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 Fundamentos del marketing mix with these activities:

Read and review the book 'Marketing Management' by Philip Kotler

Show steps

This book is a classic in the field of marketing and provides a comprehensive overview of the key concepts.

View Marketing 6.0 on Amazon

Show steps

Read the book carefully and take notes on the key points.
Summarize the key chapters in your own words.
Discuss the book with your classmates or a marketing professional.

Revise the terms and concepts from your previous Marketing course

Show steps

Sharpening your prior knowledge will make it easier to build on as you learn new material throughout the course.

Browse courses on Product Life Cycle

Show steps

Review your notes or textbook from your previous Marketing course.
Take a practice quiz or exam to test your understanding.

Watch video tutorials on marketing concepts

Show steps

Watching video tutorials can be a great way to learn new marketing concepts or to review material you've already covered.

Show steps

Find video tutorials on marketing concepts that you're interested in.
Watch the tutorials and take notes on the key points.
Test your understanding of the concepts by completing quizzes or exercises.

Four other activities

Expand to see all activities and additional details

Show all seven activities

Participate in a study group with your classmates

Show steps

Talking and learning with your classmates will reinforce the concepts being taught in the course.

Show steps

Meet with your group regularly to discuss the course material.
Work together on assignments and projects.
Quiz each other on the concepts you're learning.

Take practice quizzes and exams

Show steps

Taking practice quizzes and exams will help you to identify areas where you need more practice.

Show steps

Take practice quizzes and exams regularly.
Review your results and identify areas where you need more practice.
Focus your studies on the areas where you need more practice.

Write a blog post or article about a marketing topic

Show steps

Writing about what you're learning will help you to better understand and retain the information.

Show steps

Choose a marketing topic that you're interested in.
Research the topic and gather information from credible sources.
Write your blog post or article, making sure to explain the topic clearly and concisely.
Publish your blog post or article online.

Create a marketing plan for a product or service

Show steps

Creating a marketing plan will help you to apply the concepts you're learning in the course.

Browse courses on Marketing Plan

Show steps

Choose a product or service to market.
Conduct market research to understand your target audience and their needs.
Develop a marketing strategy that outlines your target audience, marketing objectives, and marketing mix.
Create a marketing budget.
Implement your marketing plan and track your results.

Career center

Learners who complete Fundamentos del marketing mix will develop knowledge and skills that may be useful to these careers:

Product Manager

Research and analyze markets to determine product viability, then manage product development from start to finish. One's ability to succeed as a Product Manager is enhanced by taking courses like this, which provides foundational knowledge in managing products in line with the marketing mix.

See salaries and explore the career path for Product Manager

Product Marketing Manager

Develop and execute product marketing strategies, positioning products in the market and communicating their value to target audiences. Those seeking to become Product Marketing Managers may benefit from taking this course, as it offers a comprehensive overview of the marketing mix and its implications for product marketing.

See salaries and explore the career path for Product Marketing Manager

Pricing Analyst

Analyze pricing data and conduct market research to determine optimal pricing strategies for products and services. This course may be particularly helpful to those seeking to enter the field of pricing analysis, as it provides foundational knowledge on the principles and techniques used to set prices in alignment with the marketing mix.

See salaries and explore the career path for Pricing Analyst

Market Research Analyst

Conduct market research and analyze data to provide insights that inform marketing strategies. This course may be useful to those aspiring to become Market Research Analysts, as it provides a solid foundation in the principles and methods of market research, which are essential for understanding the dynamics of the marketing mix.

See salaries and explore the career path for Market Research Analyst

Marketing Director

Develop and execute marketing campaigns, spearheading new initiatives that may include launching products or services, managing branding, and building customer relationships. Those wishing to lead marketing teams may benefit from the knowledge of marketing mix fundamentals because this course introduces strategies for managing products, pricing, promotion, and placement.

See salaries and explore the career path for Marketing Director

Marketing Analyst

Conduct market research to identify trends, analyze data, and make recommendations that drive marketing strategy. This course may be particularly helpful to aspiring Marketing Analysts, as it offers a foundational understanding of the marketing mix, which is essential for understanding the dynamics of the marketing landscape.

See salaries and explore the career path for Marketing Analyst

Marketing Communications Manager

Develop and execute marketing communications strategies, managing all aspects of communication channels to reach target audiences. This course may be particularly helpful to those aspiring to become Marketing Communications Managers, as it provides a comprehensive understanding of the role of promotion in the marketing mix.

See salaries and explore the career path for Marketing Communications Manager

Advertising Manager

Develop and execute advertising campaigns, managing budgets and overseeing creative teams to create and deliver effective advertising messages. This course may be beneficial to those seeking to become Advertising Managers, as it provides a strong foundation in the principles and practices of promotion within the marketing mix.

See salaries and explore the career path for Advertising Manager

Digital Marketing Manager

Manage digital marketing strategies across various channels, utilizing a variety of tools and technologies to reach target audiences. This course on marketing mix fundamentals may be useful to aspiring Digital Marketing Managers, as it provides a solid understanding of the strategic considerations related to product, price, promotion, and placement in the digital context.

See salaries and explore the career path for Digital Marketing Manager

E-commerce Marketing Manager

Develop and execute e-commerce marketing strategies, managing all aspects of marketing within the digital commerce environment. This course may be particularly useful to those seeking to enter or progress in e-commerce marketing, as it provides a comprehensive understanding of the marketing mix and the unique considerations for online channels.

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

Channel Marketing Manager

Develop and execute channel marketing strategies, managing relationships with partners and distributors to optimize product distribution. Those looking to become Channel Marketing Managers may find this course useful, as it offers a thorough understanding of the role of place in the marketing mix.

See salaries and explore the career path for Channel Marketing Manager

Retail Marketing Manager

Develop and execute retail marketing strategies, managing all aspects of marketing within the retail environment. Those looking to enter or progress in retail marketing may find this course helpful, as it offers a foundational understanding of the marketing mix and its application in the retail sector.

See salaries and explore the career path for Retail Marketing Manager

Sales Manager

Lead and manage sales teams, developing and implementing sales strategies to achieve revenue targets. This course may be useful for those aspiring to become Sales Managers, as it provides insights into the marketing mix and how it can be leveraged to drive sales performance.

See salaries and explore the career path for Sales Manager

Brand Manager

Elevate a product's or service's image in the eyes of consumers, building its credibility and distinction in the marketplace. Brand Managers build on the fundamentals covered in this course, which provides an overview of the marketing mix and how it impacts branding.

See salaries and explore the career path for Brand Manager

Marketing Manager

Develop and execute marketing strategies, overseeing all aspects of marketing campaigns from conception through execution. Those looking to enter or progress in this role may find this course useful as it builds a foundation in using the marketing mix to make strategic decisions related to product, price, promotion, and placement.

See salaries and explore the career path for Marketing Manager

Reading list

We've selected 17 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 Fundamentos del marketing mix.

Marketing 6.0

Save

This classic textbook provides a comprehensive overview of marketing management, covering the four Ps of marketing and more. It valuable resource for students and professionals alike.

(English) Marketing 6.0: The Future Is Immersive

Fundamentos del marketing mix

What's inside

Syllabus

Good to know

Save this course

Reviews summary

Well-received marketing course

Activities

Career center

Reading list

Share

Similar courses