EdX

Diseño de estrategias de marketing enfocadas a los consumidores (edX)

Offered by Universidad Anáhuac, AnahuacX,
Diseño de estrategias de marketing enfocadas a los consumidores (edX)

Conoce los conceptos fundamentales y las herramientas del marketing para diseñar una estrategia de servicio enfocada en el consumidor. En este curso conocerás el proceso de la mercadotecnia y aprenderás a aplicarlo para crear valor para los clientes a través de los servicios. Te presentamos un marco de referencia para diseñar una estrategia de marketing de servicios altamente efectiva enfocada en el consumidor.

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What you'll learn

  • Reconocerás el proceso de la mercadotecnia en teoría y práctica
  • Distinguirás las ‘P’s de la mercadotecnia y cómo se aplican a los servicios
  • Descubrirás el valor de enfocarte en el cliente
  • Reconocerás la importancia de diseñar una estrategia de mercadotecnia de servicios centrada en valores

This course is part of the Marketing de servicios Professional Certificate.

Syllabus

  1. Diagnóstico

1.1. Conocimiento del entorno exterior de la mercadotecnia
1.2. Conocimiento del comportamiento de los consumidores
1.3. Conocimiento del estado actual del negocio
1.4. Análisis y detección de oportunidades en el mercado
1.5. Gestión de la información de la mercadotecnia

  1. Diseño de la estrategia de mezcla de mercadotecnia enfocada en los servicios

2.1 Las 7P’s de la mercadotecnia de servicios
2.2. Público meta
2.3. Propuesta de valor: Diseño de una ventaja competitiva
2.4. El servicio como product
2.5. Estrategia de punto de venta
2.6. Personal: Mercadotecnia Interna
2.7. Estrategias de promoción y comunicación
2.8. Decisiones de precio

  1. Mercadotecnia de servicios aplicada a diferentes sectores

3.1. Comprensión de la mercadotecnia aplicada a los servicios
3.2. Sector bancario, bursátil o de seguros
3.3. Sector político y social
3.4. Organizaciones no lucrativas
3.5. Instituciones educativas
3.6. Sector turístico y gastronómico
3.7. Sector telecomunicaciones
3.8. Sector Salud
3.9. Sector Consultoría y servicios profesionales
3.10. Para venta en línea

  1. Plan de mercadotecnia de servicios

4.1. Importancia del plan de mercadotecnia
4.2. Integración del plan de mercadotecnia de servicios

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