Gestión de marca y producto from Coursera

El objetivo principal es identificar la información crítica necesaria para desarrollar una estrategia de producto y marca que genere tanto ganancias rápidas como valor a largo plazo. A lo largo de este curso, aprenderá conceptos clave de la estrategia de marca y producto, como el ciclo de vida del producto, la estimación de la demanda del producto, el desarrollo y lanzamiento del producto y la marca, la cartera de productos, el análisis de la competencia, la esencia y la identidad de la marca, la arquitectura de la marca, el valor de la marca, la cartera de marcas, el recorrido de la experiencia del cliente, el embudo de compra, los puntos de contacto clave con el cliente y el compromiso con la marca.

Al completar este curso, será capaz de crear un plan de actividades para dar vida a su estrategia de marca, tanto externamente hacia los consumidores como internamente hacia los empleados. Podrá definir las métricas adecuadas para determinar el éxito a la hora de implementar su estrategia de producto y marca, teniendo en cuenta cualquier ajuste que pueda realizarse usando una metodología de prueba y aprendizaje.

Luis Rodríguez Baptista -profesor de IE University y Consultor de Marketing- le guiará a través de seis módulos que comienzan explicando el reto de gestionar los productos a lo largo de su "ciclo de vida" y culminan aprendiendo a dotar a sus empleados de conocimientos sobre cómo cumplir su promesa de marca. El curso incluye entrevistas con consumidores y profesionales del sector, que ayudan a ilustrar la importancia de la estrategia de marca.

Gestión de marcas y productos es un curso único que le permite comprender la importancia de la gestión de marcas y productos y, a continuación, utilizar herramientas de desarrollo de marcas, arquitectura y carteras, para alcanzar el éxito.

Este curso también está disponible en inglés. Para unirse a la versión en inglés totalmente traducida, visite esta página: https://www.coursera.org/learn/brand-management?specialization=marketing-mix

What's inside

Syllabus

Lanzamiento de nuevos productos y el reto de gestionar su ciclo de vida.

Al final de este módulo, podrá: Demostrar que entiende los conceptos de la estrategia de producto. Desarrollar el soporte fáctico que permita definir su estrategia de producto.

Desarrollo de marcas convincentes que inspiren a los principales interesados de su entorno y afecten a su resultado final.

Al final de este módulo, podrá: Describir los distintos elementos de una estrategia de marca. Formular una estrategia de marca exitosa.

Saber cómo comunicar su oferta: Arquitectura de marca y denominación.

Al final de este módulo, podrá: Definir la manera de denominar a su marca. Explicar cómo desarrollar un sistema que sirva para incorporar nuevos productos y marcas en el futuro.

Creación de su cartera de marcas.

Al final de este módulo, podrá: Trazar su cartera de marcas de forma que maximice su valor como respaldo al crecimiento.

Traducción de su marca en experiencias de cliente convincentes.

Al final de este módulo, podrá: Definir y describir el viaje por la experiencia del cliente respecto a su marca.

Dotar de recursos y ocupar a los empleados para cumplir con el compromiso de la marca.

Al final de este módulo, podrá: Explicar y aplicar el proceso de «integración» interna de una marca en la organización.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Diseña para generar tanto ganancias rápidas como valor a largo plazo

Cultiva habilidades necesarias en el campo del marketing

Mejora la creación e implementación de estrategias de marca

Mejora la medición y optimización de estrategias de marketing

Brinda una base para el desarrollo de productos y estrategias de marca sólidas

Reviews summary

Highly detailed brand management course

This course is highly detailed and relevant to brand management. Students will learn a variety of new concepts. One reviewer commented "Muy detallado y preciso. Conceptos nuevos y relevantes para la gestión de las marcas."

Detailed content with relevant concepts.

""...Muy detallado y preciso. Conceptos nuevos y relevantes para la gestión de las marcas.""

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 Gestión de marca y producto with these activities:

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Investigar organizaciones sin fines de lucro relacionadas con el marketing.
Contactar a las organizaciones y ofrecerse como voluntario.
Participar en actividades de marketing y aprender de profesionales experimentados.

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Career center

Learners who complete Gestión de marca y producto will develop knowledge and skills that may be useful to these careers:

Brand Manager

The course, Brand and Product Management, is an excellent resource for those seeking brand management roles. One who aspires to be a Brand Manager should consider taking this course to gain proficiency in the necessary skills for success. The course teaches key concepts such as brand strategy, product life cycles, and customer experience journeys - critical aspects of Brand Management. It also focuses on creating compelling brands, a fundamental responsibility of Brand Managers.

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Product Manager

Those wishing to become a Product Manager will benefit from the Brand and Product Management course. It provides a solid understanding of product strategy, development, and launch, essential knowledge for Product Managers. The course also covers topics such as market research, customer segmentation, and pricing - key facets of Product Management. By exploring these concepts, individuals can enhance their ability to conceive, develop, and bring successful products to market.

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Marketing Manager

The Brand and Product Management course can be a valuable asset for aspiring Marketing Managers. It delves into the development and implementation of successful marketing strategies, a core responsibility of Marketing Managers. The course also covers market analysis, competitive analysis, and customer relationship management - essential skills for Marketing Managers to understand and engage their target market effectively. This course may be particularly useful for those seeking a career in brand marketing.

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Brand Strategist

For individuals seeking to become Brand Strategists, the Brand and Product Management course can provide valuable insights. It covers brand identity, brand positioning, and brand communication - key elements of Brand Strategy. The course also emphasizes understanding customer behavior and market trends, essential for Brand Strategists to develop effective branding campaigns. This course may be particularly useful for those seeking a career in brand consulting.

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Product Marketing Manager

Aspiring Product Marketing Managers will find the Brand and Product Management course beneficial. It covers product positioning, product messaging, and product launch strategies - crucial aspects of Product Marketing. The course also emphasizes understanding customer needs and competitive landscapes, essential for Product Marketing Managers to successfully bring products to market. This course may be particularly useful for those seeking a career in technology or consumer goods.

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Brand Consultant

The Brand and Product Management course can be a valuable resource for those seeking a career as a Brand Consultant. It provides a comprehensive overview of brand management, including brand strategy, brand equity, and brand measurement - key areas of expertise for Brand Consultants. The course also covers market research, customer segmentation, and competitive analysis - skills essential for Brand Consultants to provide insightful recommendations to clients.

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Product Innovation Manager

Aspiring Product Innovation Managers may find the Brand and Product Management course helpful. It covers product development, product design, and product testing - key aspects of Product Innovation. The course also emphasizes creativity, problem-solving, and customer-centric thinking - essential qualities for Product Innovation Managers to drive successful product development processes.

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Marketing Research Analyst

The Brand and Product Management course can be beneficial for those seeking a career as a Marketing Research Analyst. It covers market research methods, data analysis, and consumer behavior - key areas of expertise for Marketing Research Analysts. The course also emphasizes statistical analysis, data interpretation, and presentation skills - essential for Marketing Research Analysts to provide valuable insights to clients.

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Creative Director

For those aspiring to become Creative Directors, the Brand and Product Management course may be helpful. It covers brand identity, brand communication, and visual storytelling - key aspects of Creative Direction. The course also emphasizes creativity, design thinking, and visual communication - essential qualities for Creative Directors to develop effective creative campaigns.

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Market Research Manager

The Brand and Product Management course can be beneficial for those seeking a career as a Market Research Manager. It covers market research methods, data analysis, and consumer behavior - key areas of expertise for Market Research Managers. The course also emphasizes research design, project management, and stakeholder management - essential for Market Research Managers to lead successful research projects.

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Advertising Manager

Those wishing to become Advertising Managers may find the Brand and Product Management course helpful. It covers advertising strategy, media planning, and campaign management - key aspects of Advertising Management. The course also emphasizes creativity, persuasive communication, and audience engagement - essential qualities for Advertising Managers to develop effective advertising campaigns.

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Sales Manager

The Brand and Product Management course may be beneficial for those seeking a career as a Sales Manager. It covers sales strategy, customer relationship management, and negotiation - key aspects of Sales Management. The course also emphasizes communication, persuasion, and relationship-building skills - essential qualities for Sales Managers to drive sales performance.

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Business Development Manager

Aspiring Business Development Managers may find the Brand and Product Management course useful. It covers market analysis, competitive analysis, and business development strategies - key aspects of Business Development. The course also emphasizes networking, relationship-building, and negotiation skills - essential for Business Development Managers to identify and secure new business opportunities.

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Public relations manager

The Brand and Product Management course may be helpful for those seeking a career as a Public Relations Manager. It covers media relations, public relations campaigns, and crisis communication - key aspects of Public Relations. The course also emphasizes communication, persuasion, and reputation management skills - essential for Public Relations Managers to build and maintain positive public images for their organizations.

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Digital Marketing Manager

Those wishing to become Digital Marketing Managers may find the Brand and Product Management course somewhat relevant. It covers digital marketing channels, digital marketing campaigns, and digital analytics - key aspects of Digital Marketing. However, the course does not delve deeply into specific digital marketing technologies or platforms, which may be essential for specialized Digital Marketing roles.

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