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Introducción al mercado

4.7 Filled star Filled star Filled star Filled star Half star
Based on 264 ratings
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Samira Barbosa Velázquez

El estudio de mercado nos ayuda a identificar y definir oportunidades y problemas de mercado, para generar y evaluar estrategias de promoción y venta de los productos y/o servicios de tu empresa o idea de negocio, y a su vez mejorar la relación que existe entre la empresa y sus clientes, consumidores, proveedores, etc.

En este curso conoceremos las herramientas que se utilizan en la mercadotecnia para la venta y promoción de un producto y/o servicio, así como algunos métodos para la determinación de su precio y las características con las que contará dicho producto.

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Syllabus

Introducción a la Mercadotecnia Estratégica
En este módulo visualizarás los componentes que dan sentido a la mercadotecnia, los aspectos claves, la alineación de los objetivos y consecución de resultados en la empresa.Además revisarás los criterios para realizar la segmentación de mercado.Por último analizarás las acciones para definir el plan de mercadotecnia.
Read more

Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Enseña las herramientas básicas de marketing para vender y promocionar productos y/o servicios
Desarrolla las habilidades para determinar el precio y las características de un producto o servicio
Proporciona una base sólida para comprender los conceptos básicos de mercadotecnia
El programa del curso se alinea con los objetivos de mercadotecnia fundamentales
Puede ser útil para emprendedores o profesionales de negocios que buscan mejorar sus conocimientos de mercadotecnia
Los instructores son expertos en el campo de la mercadotecnia

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Reviews summary

Introducción esencial y práctica al marketing

Según los estudiantes, 'Introducción al mercado' de la UNAM es una excelente puerta de entrada (positive) al mundo del marketing y los negocios. Destacan su claridad y estructura (positive), cubriendo los fundamentos esenciales (positive) de la mercadotecnia, incluyendo el Marketing Mix (neutral) y la elaboración de un Plan de Mercadotecnia (neutral). Muchos learners encuentran los conceptos claros y didácticos (positive), y aprecian la aplicabilidad práctica (positive) para organizar ideas y lanzar emprendimientos. Aunque proporciona una sólida base (positive), algunos sugieren que podría profundizar más (warning) en herramientas actuales o incluir más ejemplos reales (warning). Es ideal para principiantes (positive), pero podría resultar básico para quienes ya tienen experiencia (warning).
Ideal para principiantes, pero puede ser básico para expertos.
"La información es un poco básica para alguien que ya tiene alguna noción. El módulo de Business Start-Up fue interesante."
"Para ser una introducción, cubre bastante terreno. Mi única observación es que el ritmo es constante."
"Para alguien con experiencia previa, este curso puede resultar demasiado básico... no aporta nada nuevo."
Contenido relevante y aplicable para emprendedores y profesionales.
"Los módulos sobre el Marketing Mix y el Plan de Mercadotecnia fueron especialmente útiles."
"Me ayudó a organizar mis ideas para mi propio emprendimiento. La UNAM ofrece calidad."
"Estoy aplicando lo aprendido en mi pequeño negocio, es fundamental para cualquiera que se inicie en el mundo de los negocios."
Ofrece una base sólida y bien estructurada para principiantes.
"Este curso es una excelente introducción. Cubre los fundamentos de marketing de una manera muy clara y estructurada."
"Magnífico curso para comprender las bases de la mercadotecnia. El profesor explica con mucha claridad y los materiales de apoyo son buenos."
"Aprendí mucho sobre cómo estructurar un plan de mercadotecnia. Los conceptos son claros y se explican bien."
Podría beneficiarse de más ejemplos actuales y profundización.
"Me gustaría ver más ejemplos de casos reales para entender las aplicaciones actuales."
"Creo que le faltó profundizar en algunas herramientas más actuales, siento que la información es un poco básica."
"Las herramientas son las tradicionales y no hay mucha innovación en los ejemplos. Creo que necesita una actualización."

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 Introducción al mercado with these activities:
Read 'Marketing Management' by Philip Kotler
Enhance your theoretical knowledge by reading 'Marketing Management' by Philip Kotler, a seminal work in the field. It covers key concepts, strategies, and frameworks.
View Marketing 6.0 on Amazon
Show steps
  • Purchase or borrow a copy of the book.
  • Read through each chapter thoroughly, taking notes on important concepts.
  • Complete the exercises and case studies at the end of each chapter.
Investigate business measurement frameworks
Become more familiar with business measurement frameworks like the Marketing Mix, customer relationship management (CRM), and data analysis, which you'll need to effectively market your product.
Browse courses on Marketing Mix
Show steps
  • Review the principles behind the Marketing Mix, CRM, and data analysis.
  • Identify the objectives and limitations of each of these frameworks.
Follow YouTube tutorials on marketing concepts
Supplement your learning by exploring YouTube tutorials and videos on various marketing topics. This can provide additional insights and perspectives.
Show steps
  • Search for tutorials on specific marketing concepts, such as branding, communication, or market segmentation.
  • Select videos from reputable sources and industry experts.
  • Take notes on key insights and takeaways.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Join a study group or online forum for marketers
Enhance your learning by engaging with other marketers. This provides opportunities to ask questions, share insights, and collaborate on projects.
Show steps
  • Identify and join a study group or online forum dedicated to marketing.
  • Participate in discussions, ask questions, and contribute your knowledge.
Analyze case studies
Practice your analytical skills by examining real-world business scenarios. This will strengthen your understanding of how marketing principles are applied in the field.
Browse courses on Marketing Analysis
Show steps
  • Select a relevant case study from a reputable source.
  • Identify the marketing strategies used in the case.
  • Evaluate the effectiveness of these strategies.
  • Draw conclusions and insights from the case study.
Attend a marketing workshop or conference
Expand your knowledge and network by attending a marketing workshop or conference focused on the latest trends and best practices.
Browse courses on Professional Development
Show steps
  • Research and identify relevant marketing events.
  • Register and attend the event.
  • Take notes, ask questions, and engage with speakers and attendees.
Develop a marketing plan for a real or hypothetical product
Apply your learning by creating a comprehensive marketing plan, which is a critical skill for any marketer.
Browse courses on Marketing Plan
Show steps
  • Select a product or service, either real or hypothetical.
  • Conduct market research to identify target audience and competition.
  • Develop a marketing strategy, including objectives, target market, and value proposition.
  • Outline marketing tactics for each element of the Marketing Mix (product, price, place, promotion).
  • Design and implement a marketing budget.
Create a resource library of marketing tools and templates
Build a valuable resource library by compiling marketing tools and templates. This can support your future marketing endeavors and save you time and effort.
Show steps
  • Identify and gather relevant marketing tools and templates.
  • Organize and store them in a central location.
  • Create a system to easily access and utilize these resources.

Career center

Learners who complete Introducción al mercado will develop knowledge and skills that may be useful to these careers:
Digital Marketing Manager
A Digital Marketing Manager is responsible for the digital marketing of a product or service and should find this course helpful because it provides a foundation in marketing fundamentals, market analysis, and marketing strategy.
See salaries and explore the career path for Digital Marketing Manager
Market Research Analyst
A Market Research Analyst is responsible for gathering and analyzing market data and should find the modules about market analysis, and marketing fundamentals helpful. This work would heavily utilize the skills taught in the Introducción al mercado course.
See salaries and explore the career path for Market Research Analyst
Marketing Communications Manager
A Marketing Communications Manager is responsible for the marketing communications of a product or service and should find this course helpful because it provides a foundation in marketing fundamentals, market analysis, and marketing strategy.
See salaries and explore the career path for Marketing Communications Manager
Market Analyst
A Market Analyst is responsible for analyzing market data and should find the modules about market analysis, and marketing fundamentals helpful. This work would heavily utilize the skills taught in the Introducción al mercado course.
See salaries and explore the career path for Market Analyst
Marketing Research Manager
A Marketing Research Manager is responsible for the management of marketing research and should find the modules about market analysis, and marketing fundamentals helpful. This work would heavily utilize the skills taught in the Introducción al mercado course.
See salaries and explore the career path for Marketing Research Manager
Marketing Consultant
A Marketing Consultant provides advice to businesses on marketing strategies and should find this course helpful because it provides a foundation in marketing fundamentals, market analysis, and marketing strategy.
See salaries and explore the career path for Marketing Consultant
Brand Manager
A Brand Manager is responsible for the development and execution of marketing campaigns and should find this course helpful in understanding the marketing mix and marketing strategy.
See salaries and explore the career path for Brand Manager
Product Manager
A Product Manager is responsible for the management of a product and should take a course like this to understand the strategies involved in marketing, defining opportunities and problems, and evaluating strategies for promotion and sales.
See salaries and explore the career path for Product Manager
Sales Manager
A Sales Manager is responsible for the sales of a product or service and should take a course like this to understand the marketing strategies involved in promotion and sales. The Budget module would also be helpful.
See salaries and explore the career path for Sales Manager
Public relations manager
A Public Relations Manager is responsible for the public relations of a company or organization and should take a course like this to understand the strategies involved in marketing, defining opportunities and problems, and evaluating strategies for promotion and sales.
See salaries and explore the career path for Public relations manager
Advertising Manager
An Advertising Manager is responsible for the advertising of a product or service and should take a course like this to understand the strategies involved in marketing, defining opportunities and problems, and evaluating strategies for promotion and sales.
See salaries and explore the career path for Advertising Manager
Social Media Manager
A Social Media Manager is responsible for the social media marketing of a product or service and should take a course like this to understand the strategies involved in marketing, defining opportunities and problems, and evaluating strategies for promotion and sales.
See salaries and explore the career path for Social Media Manager
Product Development Manager
A Product Development Manager is responsible for the development of a product and should take a course like this to understand the strategies involved in marketing, defining opportunities and problems, and evaluating strategies for promotion and sales.
See salaries and explore the career path for Product Development Manager
Product Marketing Manager
A Product Marketing Manager is responsible for the marketing and development of a product and should take a course like this to understand the strategies involved in marketing, defining opportunities and problems, and evaluating strategies for promotion and sales, especially in conjunction with the Marketing Mix and Business Start-Up modules.
See salaries and explore the career path for Product Marketing Manager
Pricing Analyst
A Pricing Analyst is responsible for analyzing pricing data and should find the Marketing Mix module helpful. This person should take a course like this to understand marketing, defining opportunities and problems, and evaluating strategies for promotion and sales.
See salaries and explore the career path for Pricing Analyst

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 Introducción al mercado.
Cover image
Principles of Marketing
Save
Este libro proporciona una base sólida en los principios y conceptos fundamentales del marketing. Es una lectura esencial para comprender los conceptos y estrategias clave cubiertos en el curso.
(English) Principles of Marketing (19th Edition) RENTAL...
Hardcover
$$$$
(English) Principles of Marketing
Kindle Edition
$$$
Cover image
Marketing 6.0
Save
Este libro ofrece una visión completa del proceso de gestión de marketing, desde el análisis de mercado hasta la implementación y el control de estrategias de marketing. Es una lectura valiosa para aquellos que buscan una comprensión más profunda de la gestión de marketing.
(English) Marketing 6.0: The Future Is Immersive
Hardcover
$$
(English) Marketing 6.0: The Future Is Immersive
Kindle Edition
$$
Marketing 6.0: El futuro es inmersivo
Paperback
$$
Cover image
Digital Marketing Excellence
Save
Este libro proporciona una guía práctica para el marketing digital, cubriendo estrategias tácticas de canales. Es una lectura valiosa para aquellos que buscan mantenerse al día con las últimas tendencias y mejores prácticas en marketing digital.
Digital Marketing Excellence
Paperback
Check
Digital Marketing Excellence
Kindle Edition
Check
Cover image
The Disruptive Innovation Set (2 Books)
Save
Este libro explora el dilema que enfrentan las empresas establecidas cuando se enfrentan a nuevas tecnologías disruptivas. Es una lectura valiosa para aquellos que buscan comprender los desafíos de la innovación.
(English) The Disruptive Innovation Set (2 Books)
Paperback
$$
(English) The Disruptive Innovation Set (2 Books)
Kindle Edition
$$
Cover image
The Crux
Save
Este libro proporciona un marco para desarrollar estrategias de negocios efectivas. Es una lectura valiosa para aquellos que buscan comprender los principios de una buena estrategia.
(English) The Crux: How Leaders Become Strategists
Hardcover
$$
(English) The Crux: How Leaders Become Strategists
Kindle Edition
$$
Cover image
What is Lean Six Sigma
Save
Este libro presenta el enfoque Lean Six Sigma para mejorar la calidad y la productividad. Es una lectura valiosa para aquellos que buscan optimizar los procesos y operaciones comerciales.
(English) What is Lean Six Sigma
Kindle Edition
$
Cover image
Customer Relationship Management
Save
Este libro explora las estrategias y tácticas de gestión de relaciones con los clientes, desde la adquisición hasta la retención. Es una lectura importante para aquellos que buscan mejorar la satisfacción del cliente y la lealtad a la marca.
(English) Customer Relationship Management
Paperback
$$$
(English) Customer Relationship Management
Paperback
$$$
(English) Customer Relationship Management: Concepts and...
Paperback
$$
(English) Customer Relationship Management
Paperback
$$
(English) Customer Relationship Management: Concepts,...
Kindle Edition
$$$
Lean Startup: How Today's Entrepreneurs Use...
Save
Este libro presenta el enfoque Lean Startup para el desarrollo de productos y negocios. Es una lectura esencial para aquellos que buscan crear empresas innovadoras y exitosas.
(English) The Lean Startup: How Today's Entrepreneurs Use...
Hardcover
$$
(English) The Lean Startup: How Today's Entrepreneurs Use...
Kindle Edition
$$
Cover image
Crossing the Chasm, 3rd Edition
Save
Este libro aborda los desafíos de llevar productos tecnológicos al mercado masivo. Es una lectura esencial para aquellos que buscan comercializar y vender con éxito productos tecnológicos.
(English) Crossing the Chasm, 3rd Edition: Marketing and...
Paperback
$$
(中文) Crossing the Chasm: A Guide to Marketing Disruptive...
Paperback
$$
(English) Crossing the Chasm, 3rd Edition: Marketing and...
Kindle Edition
$$

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Course image
Rating
4.7 Filled star Filled star Filled star Filled star Half star
Effort
12 hours to complete
Via
Coursera
Institution
Universidad Nacional Autónoma de México
Instructor
Samira Barbosa Velázquez
Language
Español
This course belongs to a collection called Fundamentos Estratégicos Empresariales. It's comprised of five courses:
  1. Introducción al mercado (viewing)
  2. Introducción a la estrategia
  3. Introducción a la calidad
  4. Estratégicos empresariales: Proyecto final
  5. Introducción a las finanzas
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Enseña las herramientas básicas de marketing para vender y promocionar productos y/o servicios
Desarrolla las habilidades para determinar el precio y las características de un producto o servicio
Proporciona una base sólida para comprender los conceptos básicos de mercadotecnia
El programa del curso se alinea con los objetivos de mercadotecnia fundamentales
Puede ser útil para emprendedores o profesionales de negocios que buscan mejorar sus conocimientos de mercadotecnia
Los instructores son expertos en el campo de la mercadotecnia
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