Las marcas hoy en día forman una parte esencial del quehacer de los negocios. Durante este curso analizaremos los elementos principales que conforman una marca, así como los pasos y las acciones estratégicas que las fortalecen. Al finalizar el curso podrás tener una visión clara sobre las implicaciones de la gestión de marca y el impacto que ésta tiene en las organizaciones y para el logro de sus objetivos.
Proceso de gestión de marca estratégico
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Proceso de gestión de marca estratégico
This course is part of Gestión de Marca Specialization
Instructor: Sidney A. Ornelas Sánchez
3,837 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.8
(30 reviews)
Beginner level
No prior experience required
23 hours to complete
3 weeks at 7 hours a week
Flexible schedule
Learn at your own pace
Skills you'll gain
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
15 assignments
Taught in Spanish
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This course is part of the Gestión de Marca Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course
En este primer tema revisaremos los conceptos principales asociados a una gestión de marca estratégica. Analizaremos cada uno de los elementos que constituyen la base de la creación de una marca, y cuyo fortalecimiento implica una mejora en el desempeño para la organización.
What's included
2 videos13 readings4 assignments1 discussion prompt
La comunicación es uno de los aspectos clave para la construcción de marcas fuertes. En este tema revisaremos las etapas en las que se plantean los objetivos de comunicación para, de manera gradual, ir generando el valor de marca que deseamos como empresa.
What's included
2 videos10 readings3 assignments1 discussion prompt
Como parte esencial en la gestión de marca estratégica, en este tema revisaremos la importancia de definir claramente los componentes de diferenciación de marca. Asimismo, analizaremos la importancia de transmitir las características y diferenciadores de la marca a lo largo de toda la organización para poder comunicarla efectivamente.
What's included
2 videos9 readings3 assignments1 peer review1 discussion prompt
En este último tema revisaremos la relación entre una marca fuerte y el valor percibido por parte del cliente. Además, vincularemos los elementos estudiados durante el curso con el fortalecimiento del posicionamiento de la marca.
What's included
3 videos10 readings5 assignments1 discussion prompt
Instructor
Offered by
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Universidad Nacional Autónoma de México
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