Programa ICS3313.docx - PONTIFICIA UNIVERSIDAD CATLICA DE CHILE ESCUELA DE INGENIERA DEPARTAMENTO DE INGENIERA INDUSTRIAL Y DE SISTEMAS Programa de

Programa ICS3313.docx - PONTIFICIA UNIVERSIDAD CATLICA DE...

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PONTIFICIA UNIVERSIDAD CATÓLICA DE CHILE ESCUELA DE INGENIERÍA DEPARTAMENTO DE INGENIERÍA INDUSTRIAL Y DE SISTEMAS P r o g r a m a d e C u r s o : I C S 3 3 1 3 M a r k e t i n g – S e m . 2 2 0 1 7 CRÉDITOS : 10 OBJETIVOS El objetivo de este curso es entregar a los alumnos un enfoque para abordar los problemas de gestión de las empresas desde el punto de vista de los clientes (lo que se llama “market orientation”). Para ello se hace énfasis en el modelo tradicional de marketing estratégico: Segmentación, Targeting y Posicionamiento. Posteriormente se abordan las decisiones tácticas con la clasificación tradicional de las 4 P (precio, plaza, producto y promoción). Al final se analiza el Plan de Marketing como herramienta de gestión. Al final del curso el alumno será capaz de: Entender que la perspectiva de la producción es la “del cliente” Entender y aplicar el concepto de “Crear Valor” Decidir mercados objetivos Manejar las principales decisiones de Marketing
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