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Proyecto Final - Programa Especializado en Marketing Digital

Sebastián Camiser

Semana 1) Definirá las estrategias, objetivos y tácticas de Marketing Relacional y cómo esto se vincula con el correspondiente ecosistema de Marketing Digital.

Semana 2) Una estrategia de contenidos en base a los códigos de 3 Redes Sociales que elija.

Semana 3) Diseñará una campaña ejemplo de Google Adwords, definiendo qué red es más conveniente para sus objetivos publicitarios y con qué segmentaciones. También deberá diseñar anuncios acorde a las mejores prácticas recomendadas.

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Semana 1) Definirá las estrategias, objetivos y tácticas de Marketing Relacional y cómo esto se vincula con el correspondiente ecosistema de Marketing Digital.

Semana 2) Una estrategia de contenidos en base a los códigos de 3 Redes Sociales que elija.

Semana 3) Diseñará una campaña ejemplo de Google Adwords, definiendo qué red es más conveniente para sus objetivos publicitarios y con qué segmentaciones. También deberá diseñar anuncios acorde a las mejores prácticas recomendadas.

Semana 4) Diseñará una campaña ejemplo en Compra Programática haciendo foco en las audiencias que compraría (1st party, 2nd party y 3rd party) y las estrategias de retargeting que aplicaría para maximizar los resultados de la campaña.

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What's inside

Syllabus

Pilares de Marketing Digital
¡Bienvenido a la semana 1 del Proyecto Final de la especialización de Marketing Digital. Al finalizar esta semana lograrás definir las estrategias, objetivos y tácticas de Marketing Relacional y cómo esto se vincula con el correspondiente ecosistema de Marketing Digital.
Read more

Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Este curso está diseñado para estudiantes que buscan profundizar sus conocimientos en marketing digital, particularmente en áreas como marketing relacional, redes sociales, publicidad digital y compra programática
Está dirigido a profesionales de marketing, gerentes de marca y estudiantes de negocios que desean mejorar sus habilidades en el panorama del marketing digital en constante evolución
El plan de estudios del curso es completo e incluye temas esenciales en marketing digital, lo que lo convierte en una opción valiosa para quienes buscan una comprensión integral del campo
Los instructores, Sebastián Camiser, son expertos reconocidos en la industria del marketing digital, lo que garantiza la calidad y relevancia del contenido del curso
El curso ofrece un proyecto final práctico que permite a los estudiantes aplicar sus conocimientos y habilidades a un escenario del mundo real
Los estudiantes deben tener conocimientos previos en marketing, ya que el curso se basa en conceptos básicos de la materia

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Reviews summary

Proyecto final práctico para marketing digital

Según los estudiantes, este proyecto final es una excelente aplicación práctica de los conocimientos adquiridos en la especialización. Muchos destacan que les permitió integrar y aplicar conceptos clave de marketing relacional, redes sociales, Google Ads y compra programática. Las tareas son desafiantes pero realizables, fomentando la planificación estratégica y el diseño de campañas realistas. Algunos mencionan que se requiere dedicación y tiempo, pero consideran que el esfuerzo vale la pena por el aprendizaje consolidado y la preparación para el entorno profesional. Es visto como un paso crucial para sentirse preparado para el mercado laboral.
Exige dedicación y tiempo para completarlo satisfactoriamente.
"Requiere tiempo y dedicación para poder completarlo a consciencia."
"Aunque es desafiante, es fundamental para consolidar el aprendizaje."
"Hay que sentarse a trabajar, pero los resultados son muy buenos."
Consolida habilidades para el mercado laboral en marketing digital.
"Salgo sintiéndome preparado para abordar estrategias de marketing digital en mi trabajo."
"Este proyecto me dio la confianza para aplicar mis habilidades en un entorno profesional."
"Esencial para cualquiera que quiera trabajar profesionalmente en marketing digital."
Ayuda a planificar y diseñar estrategias de marketing digital concretas.
"Realmente este proyecto es para poner en práctica todo lo aprendido en los cursos. Es un proyecto que nos invita a diseñar una campaña de inicio a fin."
"Me permitió diseñar una campaña ejemplo de Google Adwords y otra en Compra Programática, tal como se haría en la vida real."
"Aprendí a definir estrategias, objetivos y tácticas de Marketing Relacional y cómo diseñar una estrategia de contenidos."
Permite integrar y aplicar conocimientos de toda la especialización.
"Es un excelente cierre y proyecto integrador para la especialización."
"Me permitió aplicar todos los conocimientos adquiridos en los cursos previos de la especialización."
"Este proyecto me sirvió para consolidar y poner en práctica todo lo aprendido en la carrera."
"Las tareas del proyecto final ayudan a integrar todos los conocimientos adquiridos en la especialización."

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 Proyecto Final - Programa Especializado en Marketing Digital with these activities:
Revise marketing fundamentals
Helps refresh the student's understanding of the foundational terms used throughout the course.
Browse courses on Marketing Fundamentals
Show steps
  • Review notes from previous marketing courses.
  • Consult a textbook or online resources to brush up on key concepts.
Form a study group with classmates
Provides opportunities for collaborative learning and peer support.
Show steps
  • Identify classmates with similar interests or schedules.
  • Establish a regular meeting time and place.
  • Take turns leading discussions and reviewing course materials.
Create a social media content calendar
Provides hands-on practice in planning and organizing social media content, reinforcing the principles learned in the course.
Browse courses on Content Calendar
Show steps
  • Choose a social media platform to focus on.
  • Research target audience and identify relevant content.
  • Plan a variety of content formats (e.g., posts, videos, images).
  • Schedule content using a social media management tool.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Attend a marketing conference or webinar
Provides opportunities to connect with other professionals in the field.
Show steps
  • Identify upcoming marketing events or webinars related to the course topics.
  • Register for and attend the event.
  • Network with other attendees and speakers.
Explore case studies of successful marketing campaigns
Provides real-world examples of how marketing principles are applied in practice.
Browse courses on Marketing Case Studies
Show steps
  • Identify a few well-known and successful marketing campaigns.
  • Analyze the strategies, tactics, and results of each campaign.
Create a study guide
Helps students organize and reinforce their learning.
Show steps
  • Gather notes, slides, and other course materials.
  • Organize and summarize key concepts and terms.
  • Include practice questions or exercises to test understanding.
Compile a list of marketing resources
Provides a valuable repository of tools and information for further learning.
Show steps
  • Identify and collect articles, websites, videos, and other resources related to the course topics.
  • Organize and categorize the resources using a tool like Google Sheets or Notion.
  • Share the compilation with classmates or post it online for others to benefit.

Career center

Learners who complete Proyecto Final - Programa Especializado en Marketing Digital will develop knowledge and skills that may be useful to these careers:
Digital Marketing Manager
The skills gained in the Proyecto Final - Programa Especializado en Marketing Digital course, such as defining strategies, objectives, and tactics of Marketing Relacional and designing campaigns using Google Adwords and Compra Programática, align well with the responsibilities of a Digital Marketing Manager. This course provides the knowledge and hands-on experience necessary to succeed in this role, including how to develop and implement digital marketing campaigns, track results, and optimize performance.
See salaries and explore the career path for Digital Marketing Manager
Marketing Analyst
The Proyecto Final - Programa Especializado en Marketing Digital course can be particularly useful for aspiring Marketing Analysts, as it provides a comprehensive overview of digital marketing strategies and tactics. Through hands-on experience in designing and evaluating campaigns, learners gain valuable skills in data analysis, campaign performance measurement, and optimization. This knowledge is crucial for Marketing Analysts, who are responsible for analyzing marketing data, identifying trends, and making recommendations to improve campaign effectiveness.
See salaries and explore the career path for Marketing Analyst
Social Media Manager
For individuals seeking to become Social Media Managers, the Proyecto Final - Programa Especializado en Marketing Digital course offers valuable training in developing and executing social media strategies. The course covers defining content strategies, designing targeted campaigns, and leveraging different social media platforms to achieve marketing objectives. By completing this course, learners gain the skills and knowledge needed to manage social media accounts, create engaging content, and track campaign performance.
See salaries and explore the career path for Social Media Manager
Content Marketing Specialist
The Proyecto Final - Programa Especializado en Marketing Digital is highly relevant for aspiring Content Marketing Specialists. The course provides a foundation in content marketing strategies, including developing and executing content plans, creating engaging content, and measuring content performance. By gaining hands-on experience in designing content for different social media platforms, learners develop the skills necessary to succeed in this role, which involves creating, distributing, and promoting content to attract and engage target audiences.
See salaries and explore the career path for Content Marketing Specialist
Digital Marketing Consultant
The Proyecto Final - Programa Especializado en Marketing Digital may be useful for individuals seeking to become Digital Marketing Consultants. The course provides a comprehensive overview of digital marketing strategies and tactics, including defining marketing objectives, developing content strategies, and designing campaigns. By gaining hands-on experience in designing and evaluating campaigns, learners develop the skills and knowledge needed to advise clients on digital marketing strategies and help them achieve their marketing goals.
See salaries and explore the career path for Digital Marketing Consultant
E-commerce Marketing Manager
The Proyecto Final - Programa Especializado en Marketing Digital is highly relevant for aspiring E-commerce Marketing Managers. The course covers digital marketing strategies specifically tailored for e-commerce, including developing content strategies, optimizing product pages for search, and designing targeted campaigns. By gaining hands-on experience in designing and evaluating e-commerce campaigns, learners develop the skills and knowledge needed to succeed in this role, which involves managing and executing marketing campaigns to drive traffic and sales through online channels.
See salaries and explore the career path for E-commerce Marketing Manager
Search Engine Optimization (SEO) Specialist
The Proyecto Final - Programa Especializado en Marketing Digital provides a foundation for aspiring Search Engine Optimization (SEO) Specialists. The course covers strategies for optimizing websites and content for search engines, including keyword research, on-page optimization, and link building. By gaining hands-on experience in designing and evaluating SEO campaigns, learners develop the skills and knowledge needed to succeed in this role, which involves improving the visibility and ranking of websites in search engine results pages.
See salaries and explore the career path for Search Engine Optimization (SEO) Specialist
Affiliate Marketing Manager
The Proyecto Final - Programa Especializado en Marketing Digital may be useful for individuals seeking to become Affiliate Marketing Managers. The course provides an overview of digital marketing strategies, including developing content strategies, designing campaigns, and tracking performance. By gaining hands-on experience in designing and evaluating campaigns, learners develop the skills and knowledge needed to succeed in this role, which involves managing affiliate partnerships and campaigns to generate revenue through affiliate links.
See salaries and explore the career path for Affiliate Marketing Manager
Email Marketing Specialist
The Proyecto Final - Programa Especializado en Marketing Digital provides a foundation for aspiring Email Marketing Specialists. The course covers strategies for creating, managing, and executing email marketing campaigns, including email list segmentation, content creation, and campaign tracking. By gaining hands-on experience in designing and evaluating email marketing campaigns, learners develop the skills and knowledge needed to succeed in this role, which involves managing email marketing programs to nurture leads and drive conversions.
See salaries and explore the career path for Email Marketing Specialist
Marketing Automation Specialist
The Proyecto Final - Programa Especializado en Marketing Digital may be useful for individuals seeking to become Marketing Automation Specialists. The course provides an overview of digital marketing strategies, including campaign design, lead generation, and data analysis. By gaining hands-on experience in designing and evaluating marketing campaigns, learners develop the skills and knowledge needed to succeed in this role, which involves using marketing automation tools to automate marketing tasks and improve campaign efficiency.
See salaries and explore the career path for Marketing Automation Specialist
Public relations manager
The Proyecto Final - Programa Especializado en Marketing Digital may be useful for individuals seeking to become Public Relations Managers. The course provides an overview of digital marketing strategies, including content creation, media relations, and crisis communication. By gaining hands-on experience in designing and evaluating public relations campaigns, learners develop the skills and knowledge needed to succeed in this role, which involves managing public relations activities to build and maintain a positive reputation for an organization.
See salaries and explore the career path for Public relations manager
Event Marketing Manager
The Proyecto Final - Programa Especializado en Marketing Digital may be useful for individuals seeking to become Event Marketing Managers. The course provides an overview of digital marketing strategies, including event planning, promotion, and lead generation. By gaining hands-on experience in designing and evaluating event marketing campaigns, learners develop the skills and knowledge needed to succeed in this role, which involves managing event marketing activities to attract attendees and achieve event goals.
See salaries and explore the career path for Event Marketing Manager
Digital Project Manager
The Proyecto Final - Programa Especializado en Marketing Digital may be useful for individuals seeking to become Digital Project Managers. The course provides an overview of project management principles and practices, including project planning, execution, and monitoring. By gaining hands-on experience in designing and evaluating digital marketing campaigns, learners develop the skills and knowledge needed to succeed in this role, which involves managing digital marketing projects to ensure successful implementation and delivery.
See salaries and explore the career path for Digital Project Manager
User Experience (UX) Designer
The Proyecto Final - Programa Especializado en Marketing Digital may be useful for individuals seeking to become User Experience (UX) Designers. The course provides an overview of human-centered design principles and practices, including user research, prototyping, and usability testing. By gaining hands-on experience in designing and evaluating user interfaces, learners develop the skills and knowledge needed to succeed in this role, which involves designing and optimizing user experiences for digital products and services.
See salaries and explore the career path for User Experience (UX) Designer
Data Analyst
The Proyecto Final - Programa Especializado en Marketing Digital may be useful for individuals seeking to become Data Analysts. The course provides an overview of data analysis principles and practices, including data collection, cleaning, and visualization. By gaining hands-on experience in analyzing marketing data, learners develop the skills and knowledge needed to succeed in this role, which involves analyzing data to identify trends, patterns, and insights that can inform decision-making.
See salaries and explore the career path for Data Analyst

Reading list

We've selected eight 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 Proyecto Final - Programa Especializado en Marketing Digital.
Cover image
Digital Marketing Excellence
Save
Este libro proporciona una visión general completa del marketing digital, cubriendo temas esenciales como estrategias, tácticas y herramientas. Es una excelente referencia para los estudiantes que buscan una comprensión integral del campo.
Digital Marketing Excellence
Paperback
Check
Digital Marketing Excellence
Kindle Edition
Check
Cover image
Managing Customer Relationships
Save
Este libro se centra en los principios y estrategias del marketing relacional, que es esencial para construir relaciones duraderas con los clientes. Es una lectura valiosa para los estudiantes que buscan comprender cómo desarrollar lealtad a la marca.
Managing Customer Relationships
Paperback
Check
Managing Customer Relationships
Kindle Edition
Check
Cover image
Digital Marketing
Save
Esta guía integral ofrece estrategias y tácticas para desarrollar y ejecutar campañas efectivas de marketing en redes sociales. Cubre plataformas populares, análisis de datos y tendencias emergentes.
Digital Marketing
Paperback
Check
Digital Marketing
Kindle Edition
Check
Cover image
Social Media Marketing All-in-One For Dummies
Save
Esta guía integral cubre todos los aspectos del marketing en redes sociales. Es un recurso valioso para principiantes y profesionales experimentados por igual.
(English) Social Media Marketing All-in-One For Dummies
Paperback
$$
(English) Social Media Marketing All-in-One For Dummies (For...
Kindle Edition
$$
Cover image
Advanced Google AdWords
Save
Este libro proporciona instrucciones paso a paso sobre cómo utilizar Google AdWords, una plataforma de publicidad digital esencial. Es una guía valiosa para los estudiantes que buscan aprender a crear y administrar campañas publicitarias exitosas.
Advanced Google AdWords
Paperback
Check
Advanced Google AdWords
Kindle Edition
Check
Cover image
Advanced Google AdWords
Save
Un recurso indispensable para comprender la plataforma publicitaria de Google y optimizar las campañas de AdWords. Cubre temas como segmentación, pujas y análisis de datos.
(English) Advanced Google AdWords
Paperback
$$
(English) Advanced Google AdWords
Paperback
$$
(English) Advanced Google AdWords, Second Edition
Paperback
$
(English) Advanced Google AdWords
Kindle Edition
$$
Cover image
Digital Marketing For Dummies
Save
Esta guía fácil de entender proporciona una introducción a todos los aspectos del marketing digital. Es un recurso valioso para principiantes que buscan comenzar con el marketing digital.
(English) Digital Marketing For Dummies (For Dummies...
Paperback
$$
(Deutsch) Digitales Marketing für Dummies (German Edition)
Kindle Edition
$$
(English) DIGITAL MARKETING FOR DUMMIES
Paperback
$$
Cover image
William Hanson and the Texas-Mexico Border
Save
Esta guía fácil de entender proporciona una introducción a la compra programática para principiantes. Cubre los conceptos básicos, los tipos de campañas y las mejores prácticas.
William Hanson and the Texas-Mexico Border
Paperback
Check
William Hanson and the Texas-Mexico Border
Kindle Edition
Check

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Course image
Effort
Se trata de un proyecto a desarrollar en 4 semanas, con una carga de trabajo de 4 horas semanales.
Level
Introductory
Via
Coursera
Institution
Universidad Austral
Instructor
Sebastián Camiser
Language
Español
This course belongs to a collection called Marketing Digital. It's comprised of five courses:
  1. Pilares de Marketing Digital
  2. Compra programática de medios: Publicidad online en tiempo real
  3. Publicidad Digital con Google AdWords
  4. Proyecto Final - Programa Especializado en Marketing Digital (viewing)
  5. Estrategias de Redes Sociales
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Este curso está diseñado para estudiantes que buscan profundizar sus conocimientos en marketing digital, particularmente en áreas como marketing relacional, redes sociales, publicidad digital y compra programática
Está dirigido a profesionales de marketing, gerentes de marca y estudiantes de negocios que desean mejorar sus habilidades en el panorama del marketing digital en constante evolución
El plan de estudios del curso es completo e incluye temas esenciales en marketing digital, lo que lo convierte en una opción valiosa para quienes buscan una comprensión integral del campo
Los instructores, Sebastián Camiser, son expertos reconocidos en la industria del marketing digital, lo que garantiza la calidad y relevancia del contenido del curso
El curso ofrece un proyecto final práctico que permite a los estudiantes aplicar sus conocimientos y habilidades a un escenario del mundo real
Los estudiantes deben tener conocimientos previos en marketing, ya que el curso se basa en conceptos básicos de la materia
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