IE Business School
Posicionamiento: La base del éxito en la estrategia de marketing
IE Business School

Posicionamiento: La base del éxito en la estrategia de marketing

Teresa Serra

Instructor: Teresa Serra

7,867 already enrolled

Included with Coursera Plus

Gain insight into a topic and learn the fundamentals.
4.8

(273 reviews)

Beginner level
No prior experience required
Flexible schedule
Approx. 8 hours
Learn at your own pace
86%
Most learners liked this course
Gain insight into a topic and learn the fundamentals.
4.8

(273 reviews)

Beginner level
No prior experience required
Flexible schedule
Approx. 8 hours
Learn at your own pace
86%
Most learners liked this course

Details to know

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Assessments

4 quizzes

Taught in Spanish

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Build your subject-matter expertise

This course is part of the Estrategia de marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course

En este primer módulo, introduciremos el concepto de posicionamiento y veremos la posición que ocupa en el Proceso de Marketing. Partiremos de una visión global del proceso e iremos analizando cada uno de los elementos que lo componen. Cubriremos especialmente la parte de análisis del entorno y expondremos las razones por las que es realizar un correcto posicionamiento es fundamental para conseguir que el plan de marketing funcione.

What's included

6 videos2 readings1 quiz

En este segundo módulo, nos enfocaremos en el primer elemento del posicionamiento: la segmentación del mercado. Veremos qué es la segmentación y cómo ha evolucionado en el tiempo, las razones para segmentar, los niveles de segmentación y los criterios, modelos y estrategias para realizar una segmentación efectiva.

What's included

10 videos7 readings1 quiz

En este tercer módulo, veremos el segundo elemento del posicionamiento: la diferenciación y propuesta de valor. Explicaremos lo que es el marco de referencia, los puntos de paridad y puntos de diferencia y analizaremos las distintas palancas y estrategias de diferenciación.

What's included

9 videos4 readings1 quiz

Por último, en este cuarto módulo analizaremos el concepto de posicionamiento y el papel que juega en la definición e implementación de una estrategia de éxito. Compartiremos herramientas útiles para definirlo correctamente. Además, introduciremos y explicaremos tendencias y estrategias claves que impactan el posicionamiento.

What's included

12 videos8 readings1 quiz

Instructor

Instructor ratings
4.9 (51 ratings)
Teresa Serra
IE Business School
1 Course7,867 learners

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Recommended if you're interested in Marketing

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Learner reviews

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4.8

273 reviews

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    16.05%

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    1.82%

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PG
5

Reviewed on Feb 4, 2019

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Reviewed on Oct 28, 2020

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5

Reviewed on Sep 28, 2020

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