People-centered marketing strategies: Connect with your audience
A course by Santiago Gutiérrez Martínez , Marketing Strategist
Joined January 2025
Learn empathetic marketing strategies to connect with your audience and strengthen the brand-consumer relationship.
Joined January 2025
Discover how people-centered marketing can transform the way brands connect with their audience. Learn to create strategies that not only increase sales but also improve consumers' lives. An empathetic approach has become the superpower for companies that want to stand out in an information-saturated world.
Explore fundamental concepts of Human-Centric Marketing, identify valuable insights, and develop a strategic plan that aligns your brand values with your audience's expectations. Integrate digital tools and metrics to measure the real impact of your actions. Dare to design authentic and effective communication that not only captivates but also inspires loyalty and preference among your customers.
What will you learn in this online course?
14 lessons & 18 downloads
- 100% positive reviews (2)
- 174 students
- 14 lessons (3h 15m)
- 18 additional resources (6 files)
- Online and at your own pace
- Available on the app
- Audio: Spanish, German, English, French, Indonesian, Italian, Dutch, Polish, Portuguese, Romanian, Turkish
- Spanish · English · Portuguese · German · French · Italian · Polish · Dutch · Turkish · Romanian · Indonesian
- Level: Beginner
- Unlimited access forever
What is this course's project?
Develop a Human Centric Marketing strategy by applying practical exercises that include competitor analysis, audience diagnosis, identification of insights, and formulation of a Common Ground Marketing diagram, culminating in a measurable objective and performance indicator.
Who is this online course for?
This course is designed for professionals who want to humanize their company's marketing, bridging the gap with their consumers. It's ideal for those who wish to formulate effective strategies, measure the impact of empathy, and boost business profitability.
Requirements and materials
No prior marketing experience is required. Enthusiasm for communication and a willingness to learn are essential. Basic materials: a device with internet access and space for taking notes. The course is designed to enhance the knowledge of any professional.
Reviews
Santiago Gutiérrez Martínez
A course by Santiago Gutiérrez Martínez
Santiago Gutiérrez Martínez is a strategic marketing specialist and co-founder of La Marcadería, an agency with a presence in more than 12 countries that has collaborated with brands such as the United Nations, Porsche, LATAM Airlines, and PlayGround. With a PhD in Strategic Communication from the Autonomous University of Barcelona, graduating with honors (Cum Laude), he has dedicated his career to demonstrating the power of values as a driving force for connecting brands and people.
Convinced that marketing can be an instrument of change, he promotes Human-Centric Marketing, a methodology that combines empathy, analysis, and purpose to create more human, profitable, and relevant strategies. In addition to running his agency, Santiago is a TEDx speaker and a visiting professor at universities in Colombia, Mexico, Venezuela, and Guatemala, where he inspires others to build brands that not only sell but also leave a lasting impact.
Content
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U1
Introduction
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Presentation
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The world changed, and brands changed with it.
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Empathy Is the New Black: What are people looking for today?
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U2
Fundamentals of People-Centered Marketing
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Human-Centric Marketing 101
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Empathy = relevance + profitability
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Social Companies
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U3
Step by step of Human-Centric Marketing
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The competition: Do you know the real rival?
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What you communicate vs. what people think
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Tracking tools
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Tell me who buys you and I'll tell you who you are.
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Designing the Human Centric Marketing Strategy
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Formulating win-win objectives
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U4
HCM Measurement and Evaluation
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Realities vs. Expectations
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Building a practical measurement case study
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FP
Final project
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People-Centered Marketing Strategies: Creating Authentic Connections with Your Audience
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What to expect from a Domestika course
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Learn at your own pace
Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.
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Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
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Meet expert teachers
Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.
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Certificates
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Get front-row seats
Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.
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Share knowledge and ideas
Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.
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Connect with a global creative community
The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.
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Watch professionally produced courses
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FAQs
What are Domestika's online courses?
Domestika courses are online classes that allow you to learn new skills and create incredible projects. All our courses include the opportunity to share your work with other students and/or teachers, creating an active learning community. We offer different formats:
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When do the courses start and when do they finish?
All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.
What do Domestika's courses include?
The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.
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