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Implementación del Marketing Mix Proyecto Capstone

Ramon Diaz-Bernardo

El proyecto capstone te ofrece la oportunidad de poner en práctica lo que has aprendido a lo largo de la especialización a través de una de estas opciones:

I – Ayuda a una gran empresa a encontrar solución a problemas reales que está enfrentando en las áreas de las 4P. Tras realizar un análisis exhaustivo de la situación actual, recomienda planes de acción específicos para resolver dilemas de la empresa. Un caso de estudio de la vida real.

II – ¿Tienes tu propio producto o servicio? Dale una nueva perspectiva a través del marketing mix.

Read more

El proyecto capstone te ofrece la oportunidad de poner en práctica lo que has aprendido a lo largo de la especialización a través de una de estas opciones:

I – Ayuda a una gran empresa a encontrar solución a problemas reales que está enfrentando en las áreas de las 4P. Tras realizar un análisis exhaustivo de la situación actual, recomienda planes de acción específicos para resolver dilemas de la empresa. Un caso de estudio de la vida real.

II – ¿Tienes tu propio producto o servicio? Dale una nueva perspectiva a través del marketing mix.

Si planeas lanzar tu propio producto o servicio al Mercado, decide qué acciones ejecutar para cada una de las 4P a través de esta opción de proyecto final personalizado, y dale a tu idea ese empuje final.

Ambas opciones tienen distintas fases con proyectos evaluados por tus compañeros.

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What's inside

Syllabus

Introducción a este proyecto Capstone y al caso de estudio de Tesla Motor.
En este módulo, conocerá la empresa Tesla Motor a través de un caso de estudio. Este formará la base del proyecto Capstone, junto con otra información acerca de la empresa. También encontrará información sobre lo que se le requerirá en cada uno de los módulos. En este caso, vamos a hablar del lanzamiento del nuevo modelo X, por lo que tendremos que volver a 2014, cuando se redactó el caso, y tomar en consideración todo lo que se ha visto en la especialización. Al final de cada semana (excluyendo la semana 1), tendrá que hacer una prueba, donde podrá aplicar la teoría aprendida durante esta especialización en relación con el modelo X, un modelo que ya está en el mercado. Además, de las semanas 2 a la 5, deberá completar un trabajo (calificado por sus compañeros) relativo al nuevo modelo X. Junto con este trabajo, también deberá preparar una presentación final (calificada por sus compañeros) al final de la semana 5. En ella, deberá tomar decisiones como director de marketing de Tesla y justificar dichas decisiones.
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Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Explora modelos establecidos en la industria del marketing
Está dirigido a estudiantes avanzados, ya que se basa en conocimientos previos en gestión de marketing
Los instructores del curso cuentan con amplia experiencia en marketing y negocios
El plan de estudios cubre los elementos clave del marketing mix (producto, precio, plaza y promoción)
El proyecto final ofrece la oportunidad de aplicar los conocimientos adquiridos a un caso de estudio real o a un lanzamiento de producto propio

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Reviews summary

Implementación práctica del marketing mix

Según los estudiantes, este curso ofrece una aplicación práctica fundamental del marketing mix, funcionando como un proyecto final integrador. Muchos valoran la oportunidad de trabajar con un caso de estudio real (Tesla) o aplicar los conceptos a su propio proyecto, lo que consideran muy útil para consolidar los conocimientos adquiridos en la especialización. Sin embargo, algunos comentarios señalan que el sistema de evaluación por pares puede ser inconsistente, lo que representa un punto de advertencia para futuros alumnos. En general, es visto como un cierre valioso que permite aplicar teoría a la práctica, aunque la carga de trabajo requiere dedicación.
El proyecto requiere una dedicación considerable.
"La carga de trabajo es significativa, requiere planificación."
"Hay que dedicar tiempo para hacer bien los proyectos y las evaluaciones."
"Es un proyecto que demanda esfuerzo, pero vale la pena por la aplicación."
"No es un curso ligero, prepárense para trabajar en profundidad."
El caso es relevante, aunque de un contexto específico.
"El caso de Tesla es interesante y relevante para el marketing mix."
"Analizar la situación de Tesla en 2014 fue un buen ejercicio para aplicar los conceptos."
"Aunque es un caso real, el enfoque en un momento pasado requiere situarse bien."
"Me pareció un caso de estudio bien elegido para los temas del curso."
Opiniones divididas sobre el sistema de revisión.
"El sistema de evaluación por pares es a veces inconsistente y parece subjetivo."
"Recibir feedback de otros estudiantes fue útil, pero también hubo revisiones poco constructivas."
"La calidad de la evaluación varía mucho entre compañeros."
"Ser evaluador te hace pensar críticamente, lo cual es positivo, pero la evaluación recibida no siempre fue justa."
Ayuda a consolidar lo aprendido en la especialización.
"Este capstone realmente une todos los temas de los cursos anteriores."
"Siento que conecté los puntos de las 4 Ps gracias a este proyecto."
"Es un excelente resumen y aplicación de toda la especialización."
"Pude ver cómo todas las piezas del marketing mix encajan en un proyecto real."
El curso permite aplicar conceptos a casos reales.
"Este proyecto final es una gran oportunidad para aplicar todo lo aprendido de manera práctica."
"Me gustó poder trabajar sobre un caso de estudio real, ayuda mucho a entender cómo aplicar la teoría."
"Pude usar mi propio proyecto, lo cual hizo el aprendizaje muy relevante y aplicable inmediatamente."
"Siento que ahora puedo tomar decisiones de marketing mix en situaciones reales."

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 Implementación del Marketing Mix Proyecto Capstone with these activities:
Review Basic Algebra
Refresh your foundational algebra skills to strengthen your understanding of marketing math concepts.
Browse courses on Algebra
Show steps
  • Identify algebraic expressions and their components.
  • Simplify algebraic expressions using order of operations.
  • Solve basic algebraic equations.
Marketing Math Calculations
Engage in practice problems to reinforce your comprehension of marketing math formulas.
Show steps
  • Calculate market share and market penetration.
  • Determine break-even point and profit margin.
  • Analyze elasticity of demand.
Marketing Mix Plan Outline
Develop an outline for a comprehensive marketing mix plan to solidify your understanding of the 4Ps.
Show steps
  • Identify target market and define marketing objectives.
  • Develop product strategy (product features, benefits, branding).
  • Determine pricing strategy.
  • Outline distribution channels and promotion strategies.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Digital Marketing Platform Tutorials
Enhance your digital marketing skills by completing tutorials on platforms like Google Analytics and Facebook Ads.
Show steps
  • Select a digital marketing platform (e.g., Google Analytics, Facebook Ads).
  • Complete beginner tutorials to familiarize yourself with the platform.
  • Follow intermediate tutorials to learn advanced features and strategies.
Attend a Marketing Strategy Workshop
Engage in hands-on learning and network with industry professionals at a marketing strategy workshop.
Show steps
  • Research and identify relevant marketing strategy workshops.
  • Register and attend the workshop.
  • Actively participate in discussions and exercises.
  • Connect with speakers and fellow attendees.
Read 'Marketing Management' by Philip Kotler
Gain a comprehensive overview of marketing principles and strategies to expand your knowledge.
View Marketing 6.0 on Amazon
Show steps
  • Read chapters 1-5 to establish a foundation in marketing concepts.
  • Focus on chapters 6-10 to deepen your understanding of the 4Ps.
  • Review case studies throughout the book to apply theories to real-world scenarios.
Mentor Junior Marketers
Reinforce your understanding by mentoring junior marketers and sharing your knowledge.
Show steps
  • Identify opportunities to mentor junior marketers (e.g., volunteer, connect through professional networks).
  • Provide guidance on marketing concepts, tools, and best practices.
  • Offer support and encouragement to help them develop their skills.
Develop a Marketing Campaign Proposal
Put your learning into practice by creating a comprehensive marketing campaign proposal.
Show steps
  • Define campaign objectives and target audience.
  • Develop creative concepts and messaging.
  • Outline campaign tactics and channels.
  • Estimate campaign budget and timeline.
  • Present your proposal to a mock audience.

Career center

Learners who complete Implementación del Marketing Mix Proyecto Capstone will develop knowledge and skills that may be useful to these careers:
Marketing Manager
Marketing managers create and execute marketing campaigns for products and services. They develop strategies, manage budgets, and track results. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to understand customer needs, develop marketing strategies, and manage marketing budgets. The course covers topics such as product development, pricing, distribution, and promotion.
See salaries and explore the career path for Marketing Manager
Brand Manager
Brand managers are responsible for the development and execution of marketing campaigns for specific brands. They work with marketing teams to create brand strategies, develop marketing materials, and manage brand budgets. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to understand brand management principles, develop brand strategies, and manage brand budgets. The course covers topics such as brand positioning, brand identity, and brand communication.
See salaries and explore the career path for Brand Manager
Product Manager
Product managers are responsible for the development and launch of new products and services. They work with engineering and marketing teams to define product requirements, develop product roadmaps, and launch new products. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to understand product development principles, develop product roadmaps, and launch new products. The course covers topics such as product planning, product design, and product launch.
See salaries and explore the career path for Product Manager
Pricing Analyst
Pricing analysts are responsible for developing and implementing pricing strategies for products and services. They work with marketing and sales teams to analyze market data, develop pricing models, and set prices. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to understand pricing principles, develop pricing models, and set prices. The course covers topics such as pricing strategy, price elasticity, and competitive pricing.
See salaries and explore the career path for Pricing Analyst
Channel Manager
Channel managers are responsible for managing distribution channels for products and services. They work with sales teams to develop and implement distribution strategies, manage channel relationships, and track channel performance. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to understand distribution principles, develop distribution strategies, and manage channel relationships. The course covers topics such as channel design, channel management, and channel performance.
See salaries and explore the career path for Channel Manager
Marketing Consultant
Marketing consultants provide marketing advice and services to businesses. They work with clients to develop marketing strategies, implement marketing campaigns, and track marketing results. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to understand client needs, develop marketing strategies, and implement marketing campaigns. The course covers topics such as marketing strategy, marketing planning, and marketing measurement.
See salaries and explore the career path for Marketing Consultant
Marketing Researcher
Marketing researchers conduct research to understand consumer behavior and market trends. They work with marketing teams to gather data, analyze data, and develop marketing insights. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to conduct market research, analyze data, and develop marketing insights. The course covers topics such as research design, data analysis, and marketing insights.
See salaries and explore the career path for Marketing Researcher
Digital Marketing Manager
Digital marketing managers are responsible for developing and implementing digital marketing campaigns for products and services. They work with marketing teams to create digital content, manage social media accounts, and track digital marketing results. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to understand digital marketing principles, develop digital marketing campaigns, and track digital marketing results. The course covers topics such as digital marketing strategy, social media marketing, and search engine optimization.
See salaries and explore the career path for Digital Marketing Manager
Email Marketing Manager
Email marketing managers are responsible for developing and implementing email marketing campaigns for products and services. They work with marketing teams to create email content, manage email lists, and track email marketing results. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to understand email marketing principles, develop email marketing campaigns, and track email marketing results. The course covers topics such as email marketing strategy, email list management, and email marketing automation.
See salaries and explore the career path for Email Marketing Manager
Social Media Manager
Social media managers are responsible for developing and implementing social media marketing campaigns for products and services. They work with marketing teams to create social media content, manage social media accounts, and track social media marketing results. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to understand social media marketing principles, develop social media marketing campaigns, and track social media marketing results. The course covers topics such as social media strategy, social media content creation, and social media analytics.
See salaries and explore the career path for Social Media Manager
Content Marketing Manager
Content marketing managers are responsible for developing and implementing content marketing campaigns for products and services. They work with marketing teams to create content, manage content distribution, and track content marketing results. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to understand content marketing principles, develop content marketing campaigns, and track content marketing results. The course covers topics such as content marketing strategy, content creation, and content distribution.
See salaries and explore the career path for Content Marketing Manager
Search Engine Optimization (SEO) Manager
Search engine optimization (SEO) managers are responsible for improving the visibility of websites in search engine results pages (SERPs). They work with marketing teams to develop and implement SEO strategies, create SEO-friendly content, and track SEO results. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to understand SEO principles, develop SEO strategies, and create SEO-friendly content. The course covers topics such as keyword research, on-page SEO, and off-page SEO.
See salaries and explore the career path for Search Engine Optimization (SEO) Manager
Paid Advertising Manager
Paid advertising managers are responsible for developing and implementing paid advertising campaigns for products and services. They work with marketing teams to create ads, manage ad budgets, and track ad results. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to understand paid advertising principles, develop paid advertising campaigns, and track paid advertising results. The course covers topics such as paid advertising strategy, ad creation, and ad targeting.
See salaries and explore the career path for Paid Advertising Manager
Marketing Analyst
Marketing analysts are responsible for analyzing marketing data to measure the effectiveness of marketing campaigns and provide insights to marketing teams. They work with marketing teams to collect data, analyze data, and develop marketing insights. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to understand marketing analytics principles, analyze marketing data, and develop marketing insights. The course covers topics such as data analysis, marketing metrics, and marketing dashboards.
See salaries and explore the career path for Marketing Analyst
Marketing Operations Manager
Marketing operations managers are responsible for managing the day-to-day operations of marketing departments. They work with marketing teams to develop and implement marketing plans, manage marketing budgets, and track marketing results. The Implementación del Marketing Mix Proyecto Capstone course can help individuals in this role develop the skills needed to understand marketing operations principles, develop marketing plans, and manage marketing budgets. The course covers topics such as marketing planning, marketing budgeting, and marketing measurement.
See salaries and explore the career path for Marketing Operations Manager

Reading list

We've selected 12 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 Implementación del Marketing Mix Proyecto Capstone.
Marketing Management
Save
Classic in the field of marketing and provides a comprehensive overview of the marketing mix and its application in various industries.
Marketing Management
Paperback
Check
Marketing Management
Kindle Edition
Check
Cover image
The 22 Immutable Laws of Marketing
Save
Provides a set of fundamental principles that guide effective marketing strategies and can be used to evaluate the marketing mix decisions made in the course.
(English) The 22 Immutable Laws of Marketing: Violate Them at...
Paperback
$$
(English) The 22 Immutable Laws Of Branding, The 22 Immutable...
Paperback
$$$
(English) The 22 Immutable Laws Of Marketing, The Tipping...
Paperback
$$
(English) The 22 Immutable Laws of Marketing: Exposed and...
Kindle Edition
$$
Cover image
Marketing Metrics
Save
Este libro es uno de los primeros en introducir el concepto de marketing mix y proporciona una base sólida para comprender los elementos clave que conforman las decisiones de marketing.
(English) Marketing Metrics (Pearson Business Analytics...
Kindle Edition
$$
(English) Marketing Metrics: The Manager's Guide to Measuring...
Kindle Edition
$$
(English) Marketing Metrics: The Definitive Guide to...
Kindle Edition
$$
Cover image
Positioning: The Battle for Your Mind, 20th...
Save
Focuses on the importance of creating a unique positioning for a product or service in the minds of consumers, which key aspect of the product and brand management decisions covered in the course.
(English) Positioning: The Battle for Your Mind, 20th...
Hardcover
$$
(English) Positioning: The Battle for Your Mind, 20th...
Kindle Edition
$$
Cover image
Estrategia océano azul, océano rojo / Blue Ocean,...
Save
Este libro propone un enfoque innovador para crear mercados nuevos y sin competencia, lo cual puede ser valioso para las empresas que buscan diferenciarse en el mercado.
Océano azul, océano rojo (Imprescindibles) (Spanish...
Kindle Edition
$
Retailing Management
Save
Provides a detailed analysis of the retail industry and the various channels and strategies used to distribute products to consumers, which is relevant to the channel management decisions covered in the course.
Retailing Management
Paperback
Check
Retailing Management
Kindle Edition
Check
Cover image
Essentials of Advertising Strategy
Save
Provides a comprehensive overview of integrated marketing communications and the various channels and strategies used to reach target audiences, which is essential for understanding the marketing communications decisions made in the course.
(English) Essentials of Advertising Strategy
Hardcover
$$
Cover image
Lenguajes del siglo XXI
Save
Este libro ofrece una visión general del marketing digital y las diversas herramientas y técnicas disponibles para llegar a los consumidores en línea, lo cual es cada vez más importante en el panorama del marketing actual.
Lenguajes del siglo XXI (Papel + e-book)
Product Bundle
$$$
Cover image
Branding de comunidades
Save
Este libro proporciona un marco integral para comprender la gestión de marca y construir marcas sólidas, lo cual es esencial para las empresas que buscan crear una conexión emocional con sus clientes.
Branding de comunidades. Marcas y colectivos de...
Kindle Edition
$
Cover image
20 Cuentos chinos
Save
Este libro ofrece una visión general de la comunicación publicitaria y las diferentes técnicas y estrategias utilizadas para crear mensajes publicitarios efectivos, lo cual es importante para las empresas que buscan comunicarse con sus clientes de manera persuasiva.
20 Cuentos chinos
Paperback
Check
20 Cuentos chinos
Kindle Edition
Check
Cover image
Democracia, Gobierno y Administración Pública...
Save
Este libro ofrece una visión general del marketing relacional y las diferentes estrategias y técnicas utilizadas para construir relaciones duraderas con los clientes, lo cual es cada vez más importante en el panorama del marketing actual.
Democracia, Gobierno y Administración Pública...
Paperback
$$
Democracia, Gobierno y Administración Pública...
Kindle Edition
$$
Administración de servicios
Save
Este libro proporciona una visión general del marketing de servicios y las diferentes estrategias y técnicas utilizadas para comercializar servicios, lo cual es relevante para las empresas que ofrecen servicios en lugar de bienes.
ADMINISTRACION DE SERVICIOS ES
Paperback
$$$

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Course image
Effort
Curso de 5 semanas, con 4 a 6 horas de trabajo semanales.
Level
Intermediate
Via
Coursera
Institution
IE Business School
Instructor
Ramon Diaz-Bernardo
Language
Español
This course belongs to a collection called Implementación del Marketing Mix. It's comprised of five courses:
  1. Gestión de marca y producto
  2. Comunicaciones integradas de marketing: Publicidad, Relaciones Públicas, Marketing Digital y más
  3. Gestión del canal de distribución y retailing
  4. Estrategia de precios
  5. Implementación del Marketing Mix Proyecto Capstone (viewing)
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Explora modelos establecidos en la industria del marketing
Está dirigido a estudiantes avanzados, ya que se basa en conocimientos previos en gestión de marketing
Los instructores del curso cuentan con amplia experiencia en marketing y negocios
El plan de estudios cubre los elementos clave del marketing mix (producto, precio, plaza y promoción)
El proyecto final ofrece la oportunidad de aplicar los conocimientos adquiridos a un caso de estudio real o a un lanzamiento de producto propio
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