Introducción al mercado from Coursera

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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.

Análisis Empresarial

En este módulo contarás con información que te ayudará a mejorar las estrategias de mercadotecnia. Para planear efectivamente dando un rumbo coherente a la organización y tener una visión clara de hacia dónde quieres ir, desarrollando planes acordes con los objetivos de la empresa.

Marketing Mix

En este módulo, conocerás los aspectos del Marketing Mix que te ayudarán a establecer una estrategia idónea del lanzamiento de tu producto complementándose para alinear con los objetivos comerciales de la empresa, estas variables son las 4`ps; producto, Precio, Plaza y Promoción. Además de tomar en cuanto las 3`s p adicionales, personas, proceso y pruebas.

Presupuesto

En este módulo, definirás en conjunto ¿Cuánto? Y ¿Cómo? Gastar y priorizar los rubros donde se destinarán los principales montos. Y el seguimiento puntual de cada uno en referencia a lo que hayas establecido dentro del lanzamiento de tu producto, para garantizar el éxito de los objetivos planteados.

Business Start-Up

En este módulo, prepararás un documento o Resumen Ejecutivo como resultado de tu investigación y definición de producto y mercado Meta. Aprenderás a identificar el segmento o mercado objetivo al que va dirigido tu producto o servicio, estableciendo el método de análisis del mercado, las herramientas para conocer las preferencias, conductas y necesidades de los consumidores. Establecerás mediante el Marketing Mix el producto, (diseño, empaque, etc), el precio, la región en donde se distribuirán y venderá el producto o servicio y como lo darás a conocer. Adicionalmente de establecer el presupuesto necesario para su lanzamiento contando con un Plan de Mercadotencia.

Good to know

Know what's good

, what to watch for

, 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

Reviews summary

Introduction to market: well-structured course

This course provides a comprehensive overview of marketing fundamentals. It covers topics such as market segmentation, product development, pricing, and promotion. Students find the course well-structured and engaging, with clear explanations and concise videos. The course is particularly valuable for those with little to no prior knowledge of marketing, as it provides a solid foundation for understanding the field.

Students gain basic knowledge of marketing concepts.

"Considero que es muy básico, pero muy importante para conocer y entender los conceptos fundamentales de mercadotecnia."

The course is well-organized and easy to follow.

"Esta muy bien estructurado y fácil de entender .Gracias"

The course provides practical examples and exercises.

"Súper buen curso, muy claro y explícito, los ejercicios prácticos de cada módulo nos ayudan a entender y conocer más nuestro mercado meta"

No prior knowledge of marketing is required.

"Excelente, no tengo estudios universitarios en esta rama pero aun así sentí que la información fue fácil de asimilar"

The instructor provides clear and concise explanations.

"Muy buen curso con excelente material. Los ejemplos eran claros y apropiados. La profesora que lo impartió tiene buen método para explicar los temas. "

The course is a bit basic for some students.

"Solo es teoría muy básica pero no aplico ejemplos ni caso practico a cada lección de introducción del mercado "

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

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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

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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

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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

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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

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Supplement your learning by exploring YouTube tutorials and videos on various marketing topics. This can provide additional insights and perspectives.

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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

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Join a study group or online forum for marketers

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Enhance your learning by engaging with other marketers. This provides opportunities to ask questions, share insights, and collaborate on projects.

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Identify and join a study group or online forum dedicated to marketing.
Participate in discussions, ask questions, and contribute your knowledge.

Analyze case studies

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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

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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

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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

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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

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Apply your learning by creating a comprehensive marketing plan, which is a critical skill for any marketer.

Browse courses on Marketing Plan

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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

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Build a valuable resource library by compiling marketing tools and templates. This can support your future marketing endeavors and save you time and effort.

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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

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

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

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 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

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

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

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

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

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

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

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