En este primer estaremos curso se estará revisando el manejo correcto de la marca en los negocios el cual es fundamental para crear una ventaja competitiva y así diferenciarse de sus competidores para dar sustentabilidad a la empresa en el largo plazo y consolidarse en sus mercados.
¿Cómo funcionan las marcas?
¿Cómo funcionan las marcas?
This course is part of Gestión de Marca Specialization
Instructor: Rafael José Arria Ramos
7,351 already enrolled
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4.8
(144 reviews)
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2 weeks at 10 hours a week
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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.
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
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- Earn a shareable career certificate
There are 4 modules in this course
En este primer tema revisaremos los conceptos básicos de una marca. 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
En este tema conoceremos cómo funciona una marca desde la perspectiva del consumidor y de la empresa. Identificaremos las principales funciones de una marca y explicaremos los elementos tangibles que construyen una marca. Analizaremos también cómo están cambiando los hábitos y los patrones de los consumidores post pandemia y cómo se están gestionando las marcas ante este cambio.
What's included
2 videos10 readings3 assignments1 discussion prompt
En este tercer tema conoceremos cómo mantener la reputación de una marca en el largo plazo. Identificaremos aspectos de una marca, su público objetivo, cómo crear una identidad visual e imagen de marca. Analizaremos también el ciclo de vida de una marca y su anatomía.
What's included
2 videos9 readings3 assignments1 peer review1 discussion prompt
En este tema conoceremos los tipos de estrategia adoptados por diferentes marcas como arquitectura de marca. Identificaremos la importancia de tener un slogan, como se diseña y conoceremos también que es branding interno y cómo puede favorecer a la cultura de trabajo de la empresa poner en marcha un plan interno de marca.
What's included
3 videos10 readings5 assignments1 discussion prompt
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Instructor ratings
4.8 (22 ratings)Offered by
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Tecnológico de Monterrey
Tecnológico de Monterrey
Tecnológico de Monterrey
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PA
5
Reviewed on Sep 11, 2025
muy buen material y videos con muy buenos expositores asi como la entrevista.
JB
5
Reviewed on Nov 13, 2023
El curso brinda conceptos claros que ayudan a introducirnos en el mundo del Marketing.
SG
5
Reviewed on Oct 15, 2023
Me encanto este primer curso, muy completo y llena de ejemplos didacticos.
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Frequently asked questions
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