Tecnológico de Monterrey
Proceso de gestión de marca estratégico
Tecnológico de Monterrey

Proceso de gestión de marca estratégico

This course is part of Gestión de Marca Specialization

Taught in Spanish

2,770 already enrolled

Included with Coursera Plus

Course

Gain insight into a topic and learn the fundamentals

4.8

(26 reviews)

Beginner level
No prior experience required
23 hours (approximately)
Flexible schedule
Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

15 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.8

(26 reviews)

Beginner level
No prior experience required
23 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

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

En este primer tema revisaremos los conceptos principales asociados a una gestión de marca estratégica. Analizaremos cada uno de los elementos que constituyen la base de la creación de una marca, y cuyo fortalecimiento implica una mejora en el desempeño para la organización.

What's included

2 videos13 readings4 quizzes1 discussion prompt

La comunicación es uno de los aspectos clave para la construcción de marcas fuertes. En este tema revisaremos las etapas en las que se plantean los objetivos de comunicación para, de manera gradual, ir generando el valor de marca que deseamos como empresa.

What's included

2 videos10 readings3 quizzes1 discussion prompt

Como parte esencial en la gestión de marca estratégica, en este tema revisaremos la importancia de definir claramente los componentes de diferenciación de marca. Asimismo, analizaremos la importancia de transmitir las características y diferenciadores de la marca a lo largo de toda la organización para poder comunicarla efectivamente.

What's included

2 videos9 readings3 quizzes1 peer review1 discussion prompt

En este último tema revisaremos la relación entre una marca fuerte y el valor percibido por parte del cliente. Además, vincularemos los elementos estudiados durante el curso con el fortalecimiento del posicionamiento de la marca.

What's included

3 videos10 readings5 quizzes1 discussion prompt

Instructor

Sidney A. Ornelas Sánchez
Tecnológico de Monterrey
2 Courses5,258 learners

Offered by

Recommended if you're interested in Business Strategy

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Learner reviews

Showing 3 of 26

4.8

26 reviews

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    88.46%

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CF
4

Reviewed on Jan 8, 2024

GA
5

Reviewed on Mar 27, 2024

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