IE Business School

Gestión de marca y producto

This course is part of Implementación del Marketing Mix Specialization

Taught in Spanish

21,121 already enrolled

Included with Coursera Plus

Course

Gain insight into a topic and learn the fundamentals

4.8

(707 reviews)

|

97%

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

What you'll learn

  • Demostrar que comprende los conceptos de estrategia de producto y de marca para definir una estrategia de producto y de marca ganadora.

  • Definir un nombre e identidad de marca, desarrollar un sistema para incorporar futuros productos aumentando su valor y apoyando el crecimiento.

  • Describir el recorrido de la experiencia del cliente para identificar, definir y aplicar los puntos de contacto clave (touchpoints) de la marca.

  • Explicar y aplicar el proceso para integrar una marca en una organización, para implicar a sus empleados y que cumplan la promesa de la marca.

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

6 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.8

(707 reviews)

|

97%

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

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

Placeholder

Build your subject-matter expertise

This course is part of the Implementación del Marketing Mix 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
Placeholder
Placeholder

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV

Share it on social media and in your performance review

Placeholder

There are 6 modules in this course

Al final de este módulo, podrá: Demostrar que entiende los conceptos de la estrategia de producto. Desarrollar el soporte fáctico que permita definir su estrategia de producto.

What's included

7 videos3 readings1 quiz

Al final de este módulo, podrá: Describir los distintos elementos de una estrategia de marca. Formular una estrategia de marca exitosa.

What's included

8 videos3 readings1 quiz

Al final de este módulo, podrá: Definir la manera de denominar a su marca. Explicar cómo desarrollar un sistema que sirva para incorporar nuevos productos y marcas en el futuro.

What's included

9 videos4 readings1 quiz

Al final de este módulo, podrá: Trazar su cartera de marcas de forma que maximice su valor como respaldo al crecimiento.

What's included

5 videos2 readings1 quiz

Al final de este módulo, podrá: Definir y describir el viaje por la experiencia del cliente respecto a su marca.

What's included

7 videos2 readings1 quiz

Al final de este módulo, podrá: Explicar y aplicar el proceso de «integración» interna de una marca en la organización.

What's included

6 videos1 reading1 quiz

Instructor

Instructor ratings
4.9 (140 ratings)
Luis Rodriguez Baptista
IE Business School
2 Courses121,412 learners

Offered by

Recommended if you're interested in Marketing

Why people choose Coursera for their career

Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Learner reviews

Showing 3 of 707

4.8

707 reviews

  • 5 stars

    83.89%

  • 4 stars

    13.55%

  • 3 stars

    1.83%

  • 2 stars

    0.28%

  • 1 star

    0.42%

JF
5

Reviewed on May 24, 2020

R
5

Reviewed on Jul 1, 2020

NA
5

Reviewed on Jan 24, 2019

New to Marketing? Start here.

Placeholder

Open new doors with Coursera Plus

Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Frequently asked questions