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
2,444 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
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Assessments
10 assignments
Taught in Spanish
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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
7 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
Recommended if you're interested in 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.
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4.9
48 reviews
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Showing 3 of 48
DD
5
Reviewed on Jun 15, 2023
Excelente, en muy poco tiempo logran cubrir muchos temas clave del marketing
JR
4
Reviewed on Apr 29, 2023
Desde mi punto de vista, se me hizo un poco tedioso, los temas no me parecieron tan interesantes y la forma de explicarlos se me hacia un tanto lenta.
GM
5
Reviewed on Apr 28, 2023
Me llevo mucho aprendizaje de los 3 módulos, me pareció bueno haber concluido una certificación.
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