Implementación del Marketing Mix Proyecto Capstone from Coursera

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.

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.

Decisiones sobre la gestión de productos y marcas

En este módulo, aplicará la teoría que ha aprendido en el curso de gestión de productos y marcas al caso de estudio de Tesla Motors. Tras una introducción al módulo por parte del profesor, le recomendamos que repase algunas de las clases clave del curso de gestión de productos y marcas. Finalmente, podrá comprobar su conocimiento de la situación actual en una prueba práctica y tomar decisiones sobre el modelo X en un trabajo calificado por sus compañeros.

Decisiones sobre estrategias de fijación de precios

En este módulo, aplicará la teoría que ha aprendido en el curso sobre estrategias de fijación de precios al caso de estudio de Tesla Motors. La estructura de este módulo será similar a la de la semana anterior, y la evaluación constará de una prueba práctica y un trabajo calificado por los compañeros.

Decisiones sobre gestión de canales y retailing

A estas alturas, probablemente se haya dado cuenta de que la gestión de canales de Tesla Motors es distinta de la de los fabricantes de automóviles convencionales. En esta semana, estudiará con mayor atención la estrategia de distribución de Tesla y pensará si resulta apropiada para el lanzamiento del modelo X. Como antes, primero analizará la situación actual del modelo S y, posteriormente, tomará decisiones sobre la gestión de canales para el modelo X.

Decisiones sobre comunicaciones integradas de marketing y entregable final

Durante la semana final de este proyecto Capstone, tendrá en cuenta las decisiones sobre comunicaciones integradas de marketing de Tesla y de su nuevo modelo X. En esta semana, además de las evaluaciones habituales, también se le pedirá que prepare una presentación final, cuya estructura girará en torno al Marketing Mix e incluirá nuevas decisiones que deberá tomar acerca del modelo X.

Good to know

Know what's good

, what to watch for

, 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

Reviews summary

Valuable project-based course

This course offers a practical, hands-on experience to apply concepts and theories learned in the Marketing Mix specialization. It provides multiple project options, including assisting a large company or developing your marketing mix for a personal product or service. The course is highly rated by learners and offers a comprehensive approach to marketing strategies.

Refreshes and updates marketing knowledge

"A mi me ha ayudado refrescar conocimiento y aplicarlo dentro de la nuevas tendencias de Marketing"

Covers all aspects of marketing mix

"Un programa completo con cursos completos!!! Me encantó..."

Provides multiple project options

"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:"

Offers real-world application of theory

"Me ha parecido un curso muy práctico e interesante"

"Excelente especialización, permite poner en práctica el conocimiento adquirido en cada una de los cursos del programa de una manera práctica y realista."

Last course should be provided in Spanish

"considero que el último curso referente a las Comunicaciones Integradas del Marketing debió haber sido explicado en espaÑol porque muchos estudiantes no tienen el nivel de inglés para comprender lo que explicó la profesora."

Had difficulty with Pricing module

"solo tuve un problema en el curso Fijación de Precios que no pude resolver y que hasta la fecha aún estoy esperando saber cuál era la respuesta y como había que resolverlo para poder aprender a hacerlo en la práctica tal como lo explicó el profesor, pero lamentablemente hasta el día de hoy aún no tengo respuesta a mi solicitud"

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

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Refresh your foundational algebra skills to strengthen your understanding of marketing math concepts.

Browse courses on Algebra

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Identify algebraic expressions and their components.
Simplify algebraic expressions using order of operations.
Solve basic algebraic equations.

Marketing Math Calculations

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Engage in practice problems to reinforce your comprehension of marketing math formulas.

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Calculate market share and market penetration.
Determine break-even point and profit margin.
Analyze elasticity of demand.

Marketing Mix Plan Outline

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Develop an outline for a comprehensive marketing mix plan to solidify your understanding of the 4Ps.

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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

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Show all eight activities

Digital Marketing Platform Tutorials

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Enhance your digital marketing skills by completing tutorials on platforms like Google Analytics and Facebook Ads.

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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

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Engage in hands-on learning and network with industry professionals at a marketing strategy workshop.

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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

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Gain a comprehensive overview of marketing principles and strategies to expand your knowledge.

View Marketing 6.0 on Amazon

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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

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Reinforce your understanding by mentoring junior marketers and sharing your knowledge.

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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

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Put your learning into practice by creating a comprehensive marketing campaign proposal.

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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

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

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

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

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

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

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

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

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

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

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

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

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

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

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