El plan de marketing
This course is part of Estrategia de marketing.
Este curso práctico te enseña a crear un plan de marketing completo, combinando la estrategia y su implementación efectiva. Aprenderás a definir qué mix de marketing ofrecer y para quién, qué recursos empresariales se necesitan y qué resultados esperar. El curso está estructurado en cuatro módulos clave: análisis externo e interno para comprender el mercado y la posición de la empresa, desarrollo de estrategias de marketing orientadas a captación o retención de clientes, implementación táctica del marketing mix (producto, precio, distribución y comunicación), y definición de resultados esperados con métricas financieras y no financieras. A través de casos prácticos y entrevistas con expertos, desarrollarás la capacidad de transformar una estrategia de marketing en acciones concretas y medibles en el mercado.
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What you'll learn
Crear un plan de marketing completo con análisis, estrategia, implementación y resultados esperados
Desarrollar un análisis externo e interno efectivo utilizando la matriz DAFO
Establecer objetivos financieros y no financieros claros y medibles
Diseñar estrategias de captación y retención de clientes basadas en segmentación y posicionamiento
Implementar tácticas de marketing mix coherentes con la estrategia general
Elaborar presupuestos y proyecciones financieras para el plan de marketing
Skills you'll gain
This course includes:
3.4 Hours PreRecorded video
4 peer reviews
Access on Mobile, Tablet, Desktop
Subscription access
Shareable certificate
Get a Completion Certificate
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There are 4 modules in this course
El curso "El plan de marketing" ofrece una metodología estructurada para desarrollar un plan de marketing completo y efectivo. A través de cuatro módulos interconectados, los estudiantes aprenderán primero a realizar un análisis exhaustivo del entorno externo e interno, sintetizando la información en una matriz DAFO. El segundo módulo se centra en la estrategia de marketing, incluyendo la definición de objetivos financieros y no financieros, así como la selección de segmentos objetivo y posicionamiento. El tercer módulo aborda la implementación táctica del marketing mix, cubriendo decisiones sobre producto, precio, distribución y comunicación. Finalmente, el cuarto módulo enseña a establecer los resultados esperados, incluyendo la elaboración de una cuenta de pérdidas y ganancias, la definición de métricas clave y la creación de un presupuesto efectivo. El curso combina fundamentos teóricos con aplicaciones prácticas a través de casos de estudio, entrevistas con expertos y evaluaciones por pares que permiten a los estudiantes desarrollar habilidades para diseñar planes de marketing aplicables al mundo real.
Análisis
Module 1 · 2 Hours to complete
Estrategia de marketing
Module 2 · 1 Hours to complete
Implementacion del marketing mix
Module 3 · 2 Hours to complete
Resultados esperados
Module 4 · 1 Hours to complete
Fee Structure
Individual course purchase is not available - to enroll in this course with a certificate, you need to purchase the complete Professional Certificate Course. For enrollment and detailed fee structure, visit the following: Estrategia de marketing
Instructor
Expert in Strategic Marketing and Associate Professor at IE Business School
Ramon Diaz-Bernardo is an Associate Professor of Marketing at IE Business School, where he has been a faculty member for over 12 years. He holds a degree in Engineering from Universidad de Oviedo, an MSc in Engineering from the University of Nottingham, an MBA from ESDEN Business School, and a Ph.D. in Business Administration from IESE Business School. His expertise lies in strategic marketing, and he is actively involved in international executive education, teaching at prestigious institutions such as Cornell University and Reykjavik University. Additionally, he serves as the Director of the IE-Travel Club Loyalty Research Centre, focusing on customer loyalty in tourism.Professor Diaz-Bernardo's research interests encompass services marketing, particularly within the tourism sector, where he consults for organizations like the United Nations World Tourism Organization. He teaches various marketing courses at IE Business School and contributes to the academic community through his involvement with the Academy of Marketing and the American Marketing Association. His extensive experience and international collaborations make him a prominent figure in the field of marketing education and research.
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