El objetivo principal es identificar la información crítica necesaria para desarrollar una estrategia de producto y marca que genere tanto ganancias rápidas como valor a largo plazo. A lo largo de este curso, aprenderá conceptos clave de la estrategia de marca y producto, como el ciclo de vida del producto, la estimación de la demanda del producto, el desarrollo y lanzamiento del producto y la marca, la cartera de productos, el análisis de la competencia, la esencia y la identidad de la marca, la arquitectura de la marca, el valor de la marca, la cartera de marcas, el recorrido de la experiencia del cliente, el embudo de compra, los puntos de contacto clave con el cliente y el compromiso con la marca.
Gestión de marca y producto
This course is part of Implementación del Marketing Mix Specialization
Instructor: Luis Rodriguez Baptista
21,973 already enrolled
Included with
(734 reviews)
What you'll learn
Demostrar que comprende los conceptos de estrategia de producto y de marca para definir una estrategia de producto y de marca ganadora.
Definir un nombre e identidad de marca, desarrollar un sistema para incorporar futuros productos aumentando su valor y apoyando el crecimiento.
Describir el recorrido de la experiencia del cliente para identificar, definir y aplicar los puntos de contacto clave (touchpoints) de la marca.
Explicar y aplicar el proceso para integrar una marca en una organización, para implicar a sus empleados y que cumplan la promesa de la marca.
Skills you'll gain
Details to know
Add to your LinkedIn profile
6 assignments
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
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 6 modules in this course
Al final de este módulo, podrá: Demostrar que entiende los conceptos de la estrategia de producto. Desarrollar el soporte fáctico que permita definir su estrategia de producto.
What's included
7 videos3 readings1 assignment
Al final de este módulo, podrá: Describir los distintos elementos de una estrategia de marca. Formular una estrategia de marca exitosa.
What's included
8 videos3 readings1 assignment
Al final de este módulo, podrá: Definir la manera de denominar a su marca. Explicar cómo desarrollar un sistema que sirva para incorporar nuevos productos y marcas en el futuro.
What's included
9 videos4 readings1 assignment
Al final de este módulo, podrá: Trazar su cartera de marcas de forma que maximice su valor como respaldo al crecimiento.
What's included
5 videos2 readings1 assignment
Al final de este módulo, podrá: Definir y describir el viaje por la experiencia del cliente respecto a su marca.
What's included
7 videos2 readings1 assignment
Al final de este módulo, podrá: Explicar y aplicar el proceso de «integración» interna de una marca en la organización.
What's included
6 videos1 reading1 assignment
Instructor
Offered by
Recommended if you're interested in Marketing
Fundação Instituto de Administração
Coursera Project Network
Universidad de Palermo
Universidad de Palermo
Why people choose Coursera for their career
Learner reviews
Showing 3 of 734
734 reviews
- 5 stars
84.08%
- 4 stars
13.46%
- 3 stars
1.76%
- 2 stars
0.27%
- 1 star
0.40%
New to Marketing? Start here.
Open new doors with Coursera Plus
Unlimited access to 7,000+ 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 enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. 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.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.