Marketing and Sales

This module lays the foundation that will allow participants to have a shared vision of commercial dynamics, as conceived by the University of Piura, in order to put everyone on the same page and move forward from a common base.

• The process of doing marketing.
• Theories of consumer behavior.

It addresses the pillars of commercial strategy: segmentation and positioning, providing methodologies, tools and analytical frameworks to properly define who to direct the value proposition to and how to present it to the market to compete successfully.

• Methods of segmentation and target market selection.
• Positioning decisions.

Develops conceptual frameworks and methodologies, and analyzes situations for managing a set of products that must achieve positive results both individually and as part of a product line. Provides a strategic vision for the development and growth of brands as business assets.

• Product management and portfolio management.
• Brand management.

Analyze the key criteria for pricing decisions and their economic impact on sales management. Review strategic pricing alternatives and market conditions that favor or discourage their use. Evaluate promotional activities and their economic effects on sales and profitability.

• Price fixing.
• Pricing strategies and price promotions.

This book outlines the main market research methods used in marketing and sales and discusses their advantages and disadvantages in different business contexts. It provides the knowledge and tools necessary to conduct a market research project within an organization.

• Research methods.
• Analysis and interpretation of market studies.

This course examines the critical conditions to consider when designing distribution channels and offers a strategic perspective for managing this marketing variable. It focuses on strategies and tactics aimed at optimizing the work of distribution intermediaries and provides the knowledge necessary for implementing online commerce.

• Distribution channel design.
• Retail and trade marketing.
• E-commerce.

It offers methodologies and tools for developing comprehensive sales management. Therefore, it addresses topics directly related to managing the people who make up sales teams and also delves into key aspects for making decisions aimed at optimizing sales performance.

• Sales team capabilities and compensation.
• Sales team motivation.
• Coverage plan and time management.
• Sales budget.
• Sales management indicators.
• B2B Sales.

This module is designed to provide the essential knowledge and tools for effective management of commercial communications. Therefore, it focuses on advertising from its planning stages, the comparative analysis of the communication and promotion mix to determine the most appropriate context for using its components, and its practical application in the digital world.

• Communications plan.
• Advertising strategy.
• Advertising management: messages and media.
• Communication and promotion mix.
• Digital communication and new media.

The conceptual framework and tools necessary to create and manage services and differentiated experiences are presented, whether the service itself is the value proposition or a value-added component. Methods for measuring the performance of these intangible assets are also included.

• Services marketing and service design.
• Customer experience.
• Customer journey map.
• Service indicators.

Generative AI has become fundamental to achieving strategic objectives. This module analyzes the impact of this technology on current and future business practices. It also addresses how to integrate it into marketing and sales and its usefulness in strategy development.

• Integrating Generative AI with Marketing and Sales.
• Marketing strategies with Generative AI.

This module is specifically designed to develop analytical skills for business situations in complex contexts, integrating all the knowledge acquired previously in the program. It also reviews the process of formulating a business strategy and how to measure its performance.

• Marketing plan and business strategy.
• Business metrics.
• Analysis of business situations.