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Marketing Gerencial

Pedro Hidalgo

Este Programa entrega elementos básicos para la creación de una estrategia de marketing al nivel de los negocios o de las unidades de negocios. El objetivo global del programa es desarrollar las habilidades de pensar estratégicamente los problemas de marketing y sus posibles soluciones.

El foco del Programa está en los clientes, explicando que el valor de una empresa está en crear y desarrollar Clientes y no en sus Productos.

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What's inside

Syllabus

Concepto de Marketing.

Concepto de Valor.

Intercambio.

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Enseña el concepto de intercambio, fundamental para entender las transacciones comerciales

Enfatiza la importancia de los clientes, colocándolos en el centro del desarrollo de estrategias de marketing

Provee herramientas para desarrollar estrategias de marketing a nivel de negocios y unidades de negocios

Pedro Hidalgo es el instructor, reconocido en el campo del marketing

El curso requiere conocimientos previos en marketing

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Reviews summary

Marketing gerencial: estrategia y aplicación

Según los estudiantes, este curso de Marketing Gerencial de la Universidad de Chile ofrece una sólida visión estratégica y una explicación clara de los conceptos clave. Los participantes destacan la aplicación práctica de lo aprendido, considerándolo muy relevante para el entorno profesional. Si bien la mayoría de los alumnos valora positivamente la calidad del contenido y la exposición de los temas, algunos señalan que ciertos aspectos podrían beneficiarse de una mayor profundización o actualización para alinearse con las últimas tendencias del mercado. En general, se considera un buen punto de partida para desarrollar habilidades de pensamiento estratégico en marketing, aunque no sustituye la necesidad de estudio adicional para especializarse en áreas específicas.

Explica ideas clave de forma entendible.

"La explicación de los conceptos, especialmente los de Valor e Intercambio, fue muy clara."

"Los temas básicos se abordan de manera muy didáctica y fácil de seguir."

"Encontré que la forma en que se presentan las ideas facilita mucho su comprensión, incluso si no tienes una base fuerte al inicio."

Muy útil para el trabajo diario.

"Pude aplicar varios de los conceptos aprendidos directamente en mi rol gerencial."

"La orientación hacia el cliente y el valor es algo que necesitaba implementar en mi empresa."

"Me proporcionó herramientas y un marco de pensamiento que ya estoy usando en mi trabajo."

Ofrece una perspectiva amplia del marketing.

"El curso me dio una perspectiva muy buena sobre cómo pensar estratégicamente en marketing."

"Aprendí a ver el marketing no solo como ventas sino como algo fundamental para el valor de la empresa."

"Me ayudó a cambiar mi enfoque de producto a cliente, como menciona la descripción."

Algunos ejemplos o datos se sienten desactualizados.

"Noté que algunos ejemplos o casos de estudio no son tan recientes."

"Sería bueno que se actualizara con las tendencias actuales del marketing digital y los datos más recientes."

"Aunque los fundamentos son sólidos, la actualidad del contenido en ciertas partes podría mejorar."

Podría expandirse en ciertos temas.

"Siento que se queda un poco corto en la profundización de ciertas áreas estratégicas."

"Para algunos temas, tuve que buscar información adicional para entenderlos completamente."

"Aunque da una buena base, para la aplicación avanzada se necesita complementar con otros cursos."

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 Gerencial with these activities:

Leer 'Estrategia de Marketing' de Philip Kotler

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Este libro proporciona un marco integral para desarrollar y ejecutar estrategias de marketing efectivas, complementando los conceptos aprendidos en el curso

View Marketing 6.0 on Amazon

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Leer los capítulos sobre los fundamentos de la estrategia de marketing
Tomar notas sobre los conceptos y modelos clave
Aplicar los conceptos a un caso de la industria

Crear un mapa mental de los tipos de estrategias de marketing

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Crear un mapa mental ayudará a visualizar y conectar los diferentes tipos de estrategias de marketing, mejorando la comprensión

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Identificar los principales tipos de estrategias de marketing
Crear un mapa mental que conecte estos tipos y sus características
Revisar y refinar el mapa mental para una mejor comprensión

Resolver casos de estudio sobre análisis de clientes

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Resolver casos de estudio permite aplicar los conocimientos sobre análisis de clientes y desarrollar habilidades de toma de decisiones basadas en evidencia

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Leer y analizar el caso de estudio
Identificar los problemas de análisis de clientes
Desarrollar soluciones utilizando los conceptos aprendidos en el curso
Presentar los hallazgos y recomendaciones

Three other activities

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Participar en un grupo de estudio para discutir estrategias de segmentación

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Participar en grupos de estudio fomenta la colaboración, el intercambio de ideas y una comprensión más profunda de las estrategias de segmentación

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Unirse o formar un grupo de estudio
Prepararse para las reuniones revisando los materiales del curso
Participar activamente en las discusiones y compartir conocimientos

Desarrollar un plan de marketing para un producto o servicio

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Crear un plan de marketing implica aplicar todos los conceptos aprendidos en el curso y fortalece las habilidades de planificación y ejecución

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Investigar el mercado objetivo y los competidores
Desarrollar objetivos de marketing
Identificar las estrategias de segmentación, targeting y posicionamiento
Crear un presupuesto y cronograma de marketing
Escribir un informe de plan de marketing integral

Ofrecerse como voluntario en una organización de marketing o sin fines de lucro

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El voluntariado proporciona experiencia práctica en la aplicación de estrategias de marketing y fomenta el desarrollo de habilidades interpersonales

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Investigar organizaciones de marketing o sin fines de lucro relevantes
Contactar a las organizaciones y expresar interés en el voluntariado
Asistir a eventos o participar en proyectos que apliquen estrategias de marketing

Career center

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

Marketing Manager

Marketing Managers can work in a variety of industries, such as retail, manufacturing, and healthcare. This role helps businesses understand their target market and develop strategies to reach those customers. The Marketing Gerencial course at Universidad de Chile can help prepare professionals for this career by teaching them how to develop a marketing strategy, understand the value of customers, and create an exchange that benefits both the business and the customer.

See salaries and explore the career path for Marketing Manager

Product Manager

Product Managers typically work in the tech industry, such as software, hardware, and internet products. In this role, professionals are responsible for developing and launching new products or services. The Marketing Gerencial course at Universidad de Chile can help aspiring Product Managers learn how to identify customer needs, create a product that meets those needs, and bring it to market successfully.

See salaries and explore the career path for Product Manager

Brand Manager

Brand Managers are responsible for developing and maintaining a company's brand. This can include creating marketing campaigns, managing the company's social media presence, and working with public relations to ensure that the company is presented in a positive light. The Marketing Gerencial course at Universidad de Chile can help Brand Managers understand how to create a strong brand identity and develop strategies to reach target customers.

See salaries and explore the career path for Brand Manager

Market Research Analyst

Market Research Analysts gather and analyze data about customers, markets, and competitors. This information is used to help businesses make informed decisions about their marketing strategies. The Marketing Gerencial course at Universidad de Chile can help Market Research Analysts learn how to conduct research, analyze data, and present their findings in a clear and concise way.

See salaries and explore the career path for Market Research Analyst

Sales Manager

Sales Managers are responsible for leading and motivating a team of sales professionals. They develop sales strategies, set goals, and track performance. The Marketing Gerencial course at Universidad de Chile can help Sales Managers learn how to develop a sales strategy, understand the value of customers, and create an exchange that benefits both the business and the customer.

See salaries and explore the career path for Sales Manager

Account Manager

Account Managers are responsible for managing relationships with key customers. They work to understand the customer's needs and develop strategies to meet those needs. The Marketing Gerencial course at Universidad de Chile can help Account Managers learn how to develop a customer-centric approach to sales and marketing.

See salaries and explore the career path for Account Manager

Customer Success Manager

Customer Success Managers are responsible for ensuring that customers are satisfied with a company's products or services. They work to identify and resolve customer issues, and they provide ongoing support to ensure that customers are successful. The Marketing Gerencial course at Universidad de Chile can help Customer Success Managers learn how to develop a customer-centric approach to business and how to create value for customers.

See salaries and explore the career path for Customer Success Manager

Marketing Consultant

Marketing Consultants provide advice and guidance to businesses on their marketing strategies. They can work with businesses of all sizes, from small startups to large corporations. The Marketing Gerencial course at Universidad de Chile can help Marketing Consultants learn how to develop a marketing strategy, understand the value of customers, and create an exchange that benefits both the business and the customer.

See salaries and explore the career path for Marketing Consultant

Marketing Analyst

Marketing Analysts gather and analyze data about marketing campaigns and customer behavior. This information is used to help businesses improve their marketing strategies. The Marketing Gerencial course at Universidad de Chile can help Marketing Analysts learn how to conduct research, analyze data, and present their findings in a clear and concise way.

See salaries and explore the career path for Marketing Analyst

Media Planner

Media Planners develop and execute media campaigns for businesses. They work with a variety of media outlets, including television, radio, print, and online. The Marketing Gerencial course at Universidad de Chile can help Media Planners learn how to develop a media strategy, understand the value of different media outlets, and create an exchange that benefits both the business and the customer.

See salaries and explore the career path for Media Planner

Copywriter

Copywriters create written content for marketing campaigns, such as ad copy, website content, and social media posts. They work to create persuasive and engaging content that will capture the attention of the target audience. The Marketing Gerencial course at Universidad de Chile can help Copywriters learn how to develop a marketing strategy, understand the value of customers, and create an exchange that benefits both the business and the customer.

See salaries and explore the career path for Copywriter

Art Director

Art Directors oversee the visual aspects of marketing campaigns. They work with graphic designers, photographers, and other creatives to create visually appealing content that will capture the attention of the target audience. The Marketing Gerencial course at Universidad de Chile can help Art Directors learn how to develop a marketing strategy, understand the value of customers, and create an exchange that benefits both the business and the customer.

See salaries and explore the career path for Art Director

Web Designer

Web Designers create and develop websites. They work with clients to understand their needs and develop a website that meets those needs. The Marketing Gerencial course at Universidad de Chile can help Web Designers learn how to develop a marketing strategy, understand the value of customers, and create an exchange that benefits both the business and the customer.

See salaries and explore the career path for Web Designer

Social Media Manager

Social Media Managers develop and execute social media campaigns for businesses. They work to create engaging content that will capture the attention of the target audience. The Marketing Gerencial course at Universidad de Chile can help Social Media Managers learn how to develop a marketing strategy, understand the value of customers, and create an exchange that benefits both the business and the customer.

See salaries and explore the career path for Social Media Manager

Public relations manager

Public Relations Managers develop and execute public relations campaigns for businesses. They work to create positive relationships with the media and other stakeholders. The Marketing Gerencial course at Universidad de Chile can help Public Relations Managers learn how to develop a marketing strategy, understand the value of customers, and create an exchange that benefits both the business and the customer.

See salaries and explore the career path for Public relations manager

Reading list

We've selected nine 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 Gerencial.

Principles of Marketing

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Este libro brinda una base sólida sobre los conceptos y principios fundamentales del marketing. Es una lectura esencial para comprender el rol del marketing en la creación de valor para los clientes.

(English) Principles of Marketing (19th Edition) RENTAL...

Hardcover

$$$$

(English) Principles of Marketing

Kindle Edition

$$$

Marketing 6.0

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Este libro clásico de marketing proporciona un enfoque integral de la estrategia de marketing. Ofrece información sobre el desarrollo de productos, fijación de precios, distribución y promoción.

(English) Marketing 6.0: The Future Is Immersive

Marketing Gerencial

Here's a deal for you

What's inside

Syllabus

Traffic lights

Save this course

Reviews summary

Marketing gerencial: estrategia y aplicación

Activities

Career center

Reading list

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