Introducción al Marketing

Start Date: 07/05/2020

Course Type: Common Course

Course Link:

About Course

Aprende las bases de Marketing llegando al fondo de toma de decisiones del cliente. Después de completar con éxito este curso, puedes aplicar estas habilidades en un reto empresarial de la vida real como parte de la Programa Especializadode Fundamentos de Negocios de Wharton.

Course Syllabus

La profesora Kahn nos propone comenzar con los dos primeros módulos de branding: Estrategia de Comercialización y Posicionamiento de Marca. Te aconsejamos que leas el programa que aparece más abajo, donde encontrarás un resumen de los conceptos que se cubren en el curso. Encontrarás información adicional en las Páginas del Curso. Por favor, ¡participa en los foros de debate ya que tus aportaciones mejorarán la experiencia global de este curso!

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Course Introduction

Aprende las bases de Marketing llegando al fondo de toma de decisiones del cliente. Después de compl

Course Tag

Marketing Promotion (Marketing) Consumer Behaviour Online Advertising Promotion And Marketing Communications

Related Wiki Topic

Article Example
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.
Multicultural marketing Marketing strategy is centred around a goal of increasing sales and achieving a competitive advantage, marketing strategies can be short and long term (Kotler, Burton, Deans, Brown, & Armstrong, 2013). Multicultural marketing strategies focus on adapting businesses value propositions to specific cultural groups to establish a multicultural target market (Demangeot et al., 2015). The marketing mix and the 4Ps (product, price, promotion and place (channels) play a role in establishing a marketing strategy (Kotler et al., 2013).
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 Hall of Fame Al Ries, Marketing Strategist and Author ; Bob Greenberg, Founder, Chairman/CEO ; John Hayes, Former Chief Marketing Officer, American Express
Marketing These four elements are often referred to as the marketing mix, which a marketer can use to craft a marketing plan.
Marketing Information from an organization's marketing department would be used to guide the actions of other department's within the firm. As an example, a marketing department could ascertain (via marketing research) that consumers desired a new type of product, or a new usage for an existing product. With this in mind, the marketing department would inform the R&D department to create a prototype of a product/service based on consumers' new desires.
Guerrilla marketing Two types of marketing encompassed by guerrilla marketing are viral marketing and buzz marketing.
Youth marketing Youth marketing strategies commonly include television advertising, magazine advertising and online marketing. Today young people expect to be able to learn about, interact and be entertained with brands or services targeting them online. Other common youth marketing tactics include entertainment marketing, music marketing, sports marketing, event marketing, viral marketing, school and college programs, product sampling and influencer marketing.
Marketing Marketing is the study and management of exchange relationships. The American Marketing Association has defined marketing as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."
Marketing Marketing research spans a number of stages, including:
Marketing Marketing communications encompasses four distinct subsets, which are:
Alliance marketing Marketing economic alliance is in forms of combining industry or regional marketing method with resources and regional advantages. It is combing marketing knowledge, marketing examples, marketing practice, marketing idea together.