Fechas
Today, markets are increasingly dynamic, with customers having more differentiated needs when purchasing products and services, and consumption habits creating new business opportunities. Therefore, companies must consider the changing variables of local and international markets to define appropriate strategies for each trend and achieve differentiation.
The 360º Marketing Certification provides cutting-edge knowledge on contemporary marketing trends, identifying key aspects to enhance decision-making that will allow companies to position their brand and achieve business objectives.
In-person
116 hours
In-person classes take place on Mondays and Wednesdays from 6:00 PM to 10:00 PM, and two Saturdays per month from 8:30 AM to 12:30 PM.
$2.490 + VAT
Learning Objectives
- Develop cutting-edge competencies with high potential for success in marketing.
- Identify customer-centric strategies to enhance marketing decisions and consequently impact business results.
- Create marketing initiatives to face and lead market challenges.
- Develop a forward-looking vision for the new digital era in marketing.
Content
Module: Marketing Project
The marketing project is structured into three essential parts. Part I focuses on the practical application of a marketing plan that synthesizes the knowledge acquired during the certification, using agile methodologies for managing marketing projects. This phase is based on the stages of project planning with agile methodologies, whether applied to an existing brand or a potential startup. The initial sessions are dedicated to analyzing the stages of defining objectives and key performance indicators, as well as conducting internal and external diagnostics, exploring opportunities in the current and projected industry where the brand operates or will compete.
Part II continues with the monitoring of the marketing project, where relevant marketing strategies and policies are defined and selected. This section centers on segmentation, targeting, and strategic positioning, as well as evaluating the elements of the creative strategy and the initial communication plan. Knowledge from the completed modules is integrated, outlining the process to follow and implementing sprints for effective management.
In Part III, the operational plan for the project is developed along with the marketing budget, defining actions and investments with expected results and the subsequent measurement of the plan.
The program culminates with an executive presentation, where participants will showcase the marketing projects developed throughout the program, demonstrating the structure and knowledge acquired in a practical and integrative learning experience.
Module: Market Intelligence
Consumer Behavior Based on Behavioral Economics
This section focuses on behavioral economics applied to consumer behavior, providing practical methods to influence purchasing decisions. Emphasis is placed on understanding consumer psychology to develop effective commercial and pricing strategies that resonate with motivations and cognitive biases. Participants acquire skills to design user experiences that guide customer choices.
Market Research
This submodule presents the types of market research (exploratory, causal, and descriptive) and the main techniques used, both qualitative and quantitative. Concepts of sampling, margin of error, and representativeness are also reviewed. Finally, participants will learn how to audit both a market research proposal and a research report to ensure the information is reliable and useful.
Module: Marketing Management and Digital Transformation
Digital Transformation & IMC
This submodule addresses marketing strategy and digital transformation, focusing on strengthening consumer interaction through digitalization to improve access, engagement, and personalization. Using Design Thinking, participants will learn to create digital strategies supported by creativity, data analysis, and emerging technology, with the goal of driving purchase decisions and fostering virtual communities. Additionally, Integrated Marketing Communication (IMC) is covered, teaching how to integrate and coordinate communication across different channels to deliver consistent and persuasive messages to the target market. A practical model that harmonizes content, technology, and data will be developed, streamlining the connection between the business and the market.
Marketing Strategy
This module provides an analysis of brand development and channel and pricing strategies. Participants are trained in designing product strategies that produce immediate results and add long-term value, identifying essential information, applying market analysis models, and understanding the value equation and product life cycle. Simultaneously, the submodule delves into strategic price management, defining costs based on elasticity, break-even points, and revenue management in relation to the product's value to the customer. Strategies for marketing in sales channels are also analyzed, using tools for efficient management of omnichannel distribution requirements, differentiation from competitors, and fostering brand loyalty across all sales channels.
Marketing Analytics
This module focuses on data strategy and marketing analytics, teaching participants how to develop an analytics strategy from collecting and managing quality data to applying correlation and predictive analysis to support business decisions. Emphasis is placed on organizing information and effectively presenting data-driven stories, and practical workshops based on artificial intelligence for data analysis are integrated to reinforce learning. Additionally, marketing ROI is examined, deepening understanding of key metrics, conversion optimization, customer retention, and management of sales funnels. Students acquire skills to apply decision and investment models focused on customer acquisition, retention, and strategic management of customer lifetime value, all with the aim of maximizing marketing return on investment.