Fundamentos del marketing mix
This course is part of Estrategia de marketing.
Este curso ofrece una introducción completa a las cuatro Ps del marketing: producto, precio, promoción y plaza (distribución), proporcionando las herramientas necesarias para analizar estratégicamente productos y servicios. La primera parte se enfoca en la gestión de productos, abordando el papel estratégico de marcas y productos en la generación de resultados empresariales. Se estudian elementos clave como los niveles de producto, ciclos de vida y diversas matrices estratégicas para la toma de decisiones. En la segunda sección, se desarrollan estrategias de precios, cubriendo conceptos fundamentales y técnicas para la fijación efectiva de precios, incluyendo enfoques basados en costes y valor. La tercera parte explora los canales de distribución, su diseño, gestión y los conflictos que pueden surgir, además de analizar las tendencias actuales en retail y comercio electrónico. Finalmente, el curso aborda las comunicaciones de marketing, enseñando a crear y gestionar un mix comunicacional efectivo, establecer presupuestos adecuados y evaluar la eficacia de las campañas publicitarias.
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What you'll learn
Comprender los elementos que componen un producto y su ciclo de vida
Utilizar matrices estratégicas como BCG, McKinsey/GE y Ansoff para la toma de decisiones
Implementar diversos enfoques para la fijación estratégica de precios
Analizar factores internos y externos que afectan las decisiones de precio
Diseñar y gestionar canales de distribución efectivos
Resolver conflictos entre canales y adaptarse a tendencias actuales de retail
Skills you'll gain
This course includes:
5 Hours PreRecorded video
4 assignments
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There are 4 modules in this course
Este curso proporciona una comprensión integral del marketing mix, explorando en profundidad las cuatro Ps: producto, precio, promoción y plaza. En el módulo de producto, los estudiantes analizarán los componentes esenciales que definen un producto, incluyendo niveles, líneas y ciclos de vida, así como herramientas estratégicas como las matrices BCG, McKinsey/GE y Ansoff. El módulo de precio aborda factores internos y externos que influyen en la fijación de precios, junto con metodologías basadas en costes y valor. La sección de plaza (distribución) examina el diseño y gestión de canales, la resolución de conflictos, tendencias en retail y estrategias multicanal, incluyendo el comercio electrónico. Finalmente, el módulo de promoción explora el desarrollo de comunicaciones de marketing eficaces, presupuestación, selección de medios, publicidad, promoción de ventas y marketing directo. A través de ejemplos prácticos y entrevistas con expertos del sector, el curso proporciona herramientas aplicables para desarrollar estrategias de marketing efectivas.
Producto y política de producto
Module 1 · 1 Hours to complete
Precio y política de fijación de precios
Module 2 · 1 Hours to complete
Gestión de canales y retailing
Module 3 · 1 Hours to complete
Comunicaciones de marketing
Module 4 · 2 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
Instructors
A Distinguished Career in Business and Academia
Fernando Cortiñas was born in Buenos Aires in 1962. He studied at Catholic University, where he graduated with Honours in Business Administration and as a CPA in 1986. After completing his studies he worked for Deutsche Babcock Group for several years, a leading company in the equipments manufacturing industry, where he occupied several managerial positions in Argentina and Germany. In 1990 he moved to Boston, MA, where he studied at Harvard Business School. After completing his MBA in 1992, he moved to Spain where he has lived since, developing his professional career in multiple international corporations, joining Telefónica Group in 2000. Up until last year, he has served as Director of Market Development at the Global Security Unit of Telefonica Digital, with responsibilities over more than 20 countries in America, Asia and Europe. Prior to this position, he was Market Development Director at the eHealth Unit of the same company, and Head of the Government & Health Sector at Telefonica Empresas America, covering clients in 15 countries in the LatAm region, and International Sales Director at Telefoinca Soluciones. He also occupied other positions within the Telefonica Group, such as CEO of Katalyx Catalogs and at Telefonica B2B. Fernando is currently acting as Associate Professor at IE Business School., where he has been teaching since 1992. During the last 24 years he has taught different courses in the field of marketing, mainly International Marketing, Marketing Strategy & Planning, Marketing & New Technologies, and Marketing for Telco & Digital Business. He is also visiting professor at other Universities in Europe, Africa and Latin America, such as the Pontificia Universidad Católica de Chile (Chile), Universidad de San Andrés (Argentina), Universidad Católica Argentina, Universidade de Porto (Portugal), and some other institutions in Argentina, Colombia, and Perú.
A Leader in Retail Strategy and Education
Professor Aranzábal is currently acting as Associate Professor at the IE Business School. She has significant professional experience at a senior executive level in international expansion and operational business launch, as well as in brand development and strategic planning. In the last years, she has worked as a top management retail consultant advising fashion companies on business management, and has assisted private equity funds appraising retail investment opportunities. She has also worked as retail consultant at McKinsey & Co. and in mergers and acquisitions at Goldman Sachs. In addition, she was Deputy General Manager of Springfield, International Director and Marketing Director of Grupo Cortefiel. She holds an MBA from the Wharton Business School, University of Pennsylvania (US) and she graduated in Economics and Business Administration from the University Pontificia Comillas (Spain). Academic Background MBA, Wharton Business School, University of Pennsylvania, Philadelphia, (US). Double specialty in Strategic Planning and Finance. Bachelor in Business Administration, Universidad Pontificia Comillas, ICADE E-2, Madrid (Spain). Professional Background • Partner, Alir Fashion Retail Advisor, México and Spain, 2005-Present • Business Partner, M&E Retail Advisors, Spain, 2009-2014 • Retail Expert Advisor, Advent International, Spain, 2005-2007 • Commercial General Manager, KA International, Spain, 2004 • Grupo Cortefiel, Spain, 1992-2003 • Deputy General Manager, Springfield, 2001-2003 • Marketing, Strategy and International Expansion Director, Springfield, 1999-2000 • International Expansion and Franchise Director, Springfield, 1997-1998 • Assistant to the CEO and International Expansion Director, Grupo Cortefiel, 1994-1997 • Marketing Director, Grupo Cortefiel, 1992-1993 • Senior Associate, Mckinsey & Co, Spain and Argentina, 1990-1992 • Summer Associate in Mergers & Acquisitions, Goldman Sachs, London (UK), 1989 • International Banking Analyst, Irving Trust, New York (USA), 1986-1987 Other areas of collaboration, NGOs • Board member, Family Business Chair, Deusto University, San Sebastian (Spain), 1998-Present • Board member, Fundación Novia Salcedo, Bilbao (Spain), 2013-Present • Executive Member, Rotary Club, Madrid, 2014-Present
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