Marketing estratégico: claves para competir con éxito

Start Date: 07/05/2020

Course Type: Common Course

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About Course

El papel del marketing difiere entre empresas y sectores. Además, la visión que los profesionales tienen del mismo depende del nivel jerárquico dentro de la organización, así como del bagaje profesional de cada uno. Quizá por ello, a menudo es mal entendido y reducido a un nivel táctico exclusivamente de comunicación. El marketing trata de identificar y satisfacer de manera rentable necesidades humanas y de la sociedad en general. Por ello, como disciplina, tiene permanentemente puesto el foco en el cliente. A nivel corporativo, el marketing debe ayudar a diseñar la estrategia; pero también es parte fundamental en la ejecución de esta. En un mundo tan competitivo como el actual, las empresas que sean capaces de crear más valor para el cliente y de hacer rentable esa relación son las que generarán más riqueza, empleo y también las capaces de competir con éxito en sus mercados. El objetivo de este curso es aportar una introducción al marketing estratégico. Estudiaremos las distintas fases del proceso de planificación de marketing, con especial énfasis en el llamado marketing mix y en la importancia de sostener el valor en el tiempo.

Course Syllabus

¡Te damos la bienvenida al curso! Antes de empezar con los vídeos de hoy, te recomendamos que eches un vistazo al programa del curso. En esta primera sesión, te facilitaremos una perspectiva general del marketing y determinaremos los factores que identifican a esta disciplina como el mejor medio para comunicar la propuesta de valor de una compañía. También nos adentraremos en el proceso de marketing, analizaremos las fuerzas de cambio en el mercado (las 5 Cs) y hablaremos de la importancia de la segmentación y el posicionamiento. Objetivos de la semana: conocer los fundamentos del marketing.

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Course Introduction

El papel del marketing difiere entre empresas y sectores. Además, la visión que los profesionales ti

Course Tag

Business Intelligence Marketing Marketing Strategy

Related Wiki Topic

Article Example
Claves The Cuban Overture of George Gershwin includes claves.
Claves Most notably, claves are heard in the interstitial spaces of the Night Court theme song.
Claves Steve Reich's "Music for Pieces of Wood" is written for five pairs of claves.
Claves When struck they produce a bright clicking noise. Claves are sometimes hollow and carved in the middle to amplify the sound.
Claves Claves are very important in Cuban music, such as the son and guaguancó. They are often used to play a repeating rhythmic figure throughout a piece, known as "clave", a "key pattern" (or "guide-pattern, timeline patter, phrasing referent"," bell pattern") that is also found in African music and Brazilian music. Among the better known rock recordings featuring claves are the Beatles' recording "And I Love Her," and "Magic Bus" by the Who.
Claves Claves (, Anglicized pronunciation: ) are a percussion instrument (idiophone), consisting of a pair of short (about , thick dowels. Traditionally they are made of wood, typically rosewood, ebony or grenadilla. In modern times they are also made of fibreglass or plastics.
Claves Records Claves Records is a Swiss classical record label, which was founded in 1968 by Marguerite Dütschler-Hüber (1931–2006) in Thun.
Claves The basic principle when playing claves is to allow at least one of them to resonate. The usual technique is to hold one lightly with the thumb and fingertips of the non-dominant hand, with the palm up. This forms the hand into a resonating chamber for the clave. Holding the clave on top of finger nails makes the sound more clear. The other is held by the dominant hand at one end with a firmer grip, much like how one normally holds a drumstick. With the end of this clave, the player strikes the resting clave in the center. Traditionally, the striking clave is called "el macho" ("the male") and the resting clave is called "la hembra" ("the female"). This terminology is used even when the claves are identical. A roll can be achieved on the claves by holding one clave between the thumb and first two fingers, and then alternating pressure between the two fingers to move the clave back and forth. This clave is then placed against the resonating clave to produce a roll.
Claves Records Marguerite Dütschler-Hüber founded Claves with business partner Ursula Pfaehler when her piano teacher Jörg Ewald Dähler was unable to find a company willing to record and issue an LP of Bach preludes. The label specialised in Swiss music and artists such as flutist Peter-Lukas Graf and Lieder recitals by performers including Dietrich Fischer-Dieskau, Teresa Berganza and Ernst Haefliger. Claves also launched the recording career of María Bayo.
Marketing The marketing orientation is perhaps the most common orientation used in contemporary marketing. It involves a firm essentially basing its marketing plans around the marketing concept, and thus supplying products to suit new consumer tastes.
Marketing The area of marketing planning involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, as well as to an organisation's overall marketing strategy.
Marketing Marketing communications is a "sub-mix" within the Promotion aspect of the marketing mix, as the exact nature of how to apply marketing communications depends on the nature of the product in question.
Marketing The term "marketing environment" relates to all of the factors (whether internal, external, direct or indirect) that affect a firm's marketing decision-making/planning. A firm's marketing environment consists of three main areas, which are:
Marketing To use the example of the sports goods industry again, the marketing department would draw up marketing plans, strategies and communications to help the SBU achieve its marketing aims.
Marketing Industrial or B2B marketing must account for the long term contractual agreements that are typical in supply chain transactions. Relationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than individual transactions.
Marketing The term "marketing concept" pertains to the fundamental premise of modern marketing. This concept proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors. Marketing and marketing concepts are directly related.
Marketing A distinction should be made between marketing research and market research. Market research pertains to research in a given market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Thus, market research is a subset of marketing research.
Marketing The Chartered Institute of Marketing defines marketing as ""the management process responsible for identifying, anticipating and satisfying customer requirements profitably."" A similar concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value. In this context, marketing can be defined as ""the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage.""
Marketing Marketing research involves conducting research to support marketing activities, and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment, attain information from suppliers, etc.
Marketing These four elements are often referred to as the marketing mix, which a marketer can use to craft a marketing plan.