El marketing se caracteriza por la naturaleza multidimensional de sus funciones, así como por el creciente rol de liderazgo interno que ha adquirido en todo tipo de organizaciones. La incesante complejización de los mercados conlleva a la necesidad de anticipar los cambios y construir una posición competitiva sólida y defendible. Para lograrlo, el profesional de marketing debe ser capaz de instrumentar los diversos frameworks conceptuales que le permitirán diagnosticar acertadamente el contexto, proponer las mejores opciones estratégicas y finalmente implementar las acciones tácticas que maximicen las probabilidades de éxito en el negocio.
Estrategia y Planificación de Marketing
Estrategia y Planificación de Marketing
Instructor: Alejandro Fernández Coya
2,459 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.9
(48 reviews)
Beginner level
No prior experience required
Flexible schedule
Approx. 7 hours
Learn at your own pace
Prepare for a degree
What you'll learn
Conocer las principales características del mercado y seleccionar el público target de manera óptima.
Definir la estrategia competitiva y construir el capital marcario como motor de la propuesta de valor, en relación al contexto y los recursos.
Comprender la interacción que se produce entre las variables del marketing mix de manera dinámica.
Skills you'll gain
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
10 assignments
Taught in Spanish
See how employees at top companies are mastering in-demand skills
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
There are 3 modules in this course
En esta semana, te abocarás a comprender el significado del planeamiento en contraste con el de la formulación estratégica, en cuyo contexto se inserta el auge del marketing dentro de las organizaciones. También desafiarás algunas creencias acerca de los efectos del marketing sobre las necesidades de las personas y te introducirás en las dos tipologías básicas de políticas de marketing.
What's included
8 videos5 readings3 assignments1 discussion prompt
En esta semana, integrarás conocimientos de la semana anterior con algunos factores clave que determinan el desarrollo de las propuestas de valor y la problemática básica de la comunicación.
What's included
7 videos2 readings3 assignments
En esta semana, aprenderás las bases del proceso de construcción de una marca fuerte, el concepto de "brand equity" y las tendencias actuales en cuanto al desarrollo marcario.
What's included
5 videos2 readings4 assignments
Instructor
Instructor ratings
4.8 (9 ratings)Offered by
Explore more from Business Strategy
University of London
Prepare for a degree
Taking this course by Universidad de Palermo may provide you with a preview of the topics, materials and instructors in a related degree program which can help you decide if the topic or university is right for you.
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
Learner reviews
4.9
48 reviews
- 5 stars
85.41%
- 4 stars
14.58%
- 3 stars
0%
- 2 stars
0%
- 1 star
0%
Showing 3 of 48
DD
5
Reviewed on Jun 15, 2023
Excelente, en muy poco tiempo logran cubrir muchos temas clave del marketing
GM
5
Reviewed on Apr 28, 2023
Me llevo mucho aprendizaje de los 3 módulos, me pareció bueno haber concluido una certificación.
VM
5
Reviewed on Feb 25, 2025
Excelente Oportunidad para aprender! Contenido de calidad e innovación
New to Business Strategy? Start here.
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
You will be eligible for a full refund until two weeks after your payment date, or (for courses that have just launched) until two weeks after the first session of the course begins, whichever is later. You cannot receive a refund once you’ve earned a Course Certificate, even if you complete the course within the two-week refund period. See our full refund policy.
More questions
Financial aid available,