Taught by three of Wharton's top faculty in the marketing department, consistently ranked as the #1 marketing department in the world, this course covers three core topics in customer loyalty: branding, customer centricity, and practical, go-to-market strategies.
提供方
商务基础 專項課程宾夕法尼亚大学課程信息
477,679 次近期查看
學生職業成果
33%
完成這些課程後已開始新的職業生涯
36%
通過此課程獲得實實在在的工作福利
11%
加薪或升職
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 1 門課程（共 6 門）
可靈活調整截止日期
根據您的日程表重置截止日期。
完成時間大約為10 小時
英語（English）
字幕：英語（English）, 中文（簡體）
您將獲得的技能
Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction
學生職業成果
33%
完成這些課程後已開始新的職業生涯
36%
通過此課程獲得實實在在的工作福利
11%
加薪或升職
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 1 門課程（共 6 門）
可靈活調整截止日期
根據您的日程表重置截止日期。
完成時間大約為10 小時
英語（English）
字幕：英語（English）, 中文（簡體）
提供方
宾夕法尼亚大学
The University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies.
教學大綱 - 您將從這門課程中學到什麼
完成時間為 2 小時
BRANDING: Marketing Strategy and Brand Positioning
Professor Kahn starts us off with the first of two Branding modules: Marketing Strategy and Brand Positioning. For an overview of all concepts covered in the course, please read the syllabus below. Additional info may be found in the Course Pages. Please participate in the discussion forums as your input will enhance the overall experience of this course!
完成時間為 2 小時
7 個視頻 （總計 80 分鐘）, 3 個閱讀材料, 1 個測驗
7 個視頻
Marketing 101: Building Strong Brands Part II4分鐘
Strategic Marketing11分鐘
Segmentation and Targeting12分鐘
Brand Positioning12分鐘
Brand Mantra: The Elevator Speech9分鐘
Experiential Branding13分鐘
3 個閱讀材料
Syllabus10分鐘
FAQ10分鐘
Additional Readings10分鐘
1 個練習
Quiz #130分鐘
完成時間為 2 小時
CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity
Module 2 of our class features Professor Peter Fader, who will focus on concepts related to Customer Centricity. In an economy that is increasingly responsive to customer behaviors, it is imperative to focus on the right customers for strategic advantages. The coming weeks will provide the foundation needed to build a customer centric outlook. If you want to read more about Professor Fader’s views on customer centricity, feel free to follow him on Twitter (@faderp). He regularly shares relevant perspectives and readings there.
完成時間為 2 小時
9 個視頻 （總計 81 分鐘）
9 個視頻
Cracks in the Product-Centric Approach9分鐘
Data-Driven Business Models4分鐘
Three Cheers for Direct Marketing3分鐘
Which Firms Are Customer Centric?12分鐘
What is Customer Centricity?11分鐘
Living in a Customer-Centric World14分鐘
More Reflections on Customer Centricity3分鐘
Questions on Customer Centricity6分鐘
1 個練習
Quiz #230分鐘
完成時間為 3 小時
GO TO MARKET STRATEGIES: Communications Strategy & Fundamentals of Pricing
In this module, you will examine the critical marketing topic, “Go to Market Strategies.” Professor Jagmohan Raju has designed these lectures to help you gain a deep understanding of the role of communications in marketing strategy, fundamentals of pricing, and how to manage channel conflicts. You will explore the 7 Ms of developing a communication plan, learn how to measure price elasticity, and understand disruption in information delivery. By the end of this module, you’ll be able to use effective analytical tools to form a communications campaign and create appropriate access points to your brand for your customer.
完成時間為 3 小時
15 個視頻 （總計 173 分鐘）
15 個視頻
Key Trends12分鐘
Media Planning8分鐘
Pricing4分鐘
Understanding Price Sensitivity10分鐘
Measuring Price Elasticity16分鐘
Psychological Aspects of Pricing11分鐘
Analytic Foundations for Pricing25分鐘
Economic Value to the Customer18分鐘
Creating Customer Access18分鐘
Disruption in Information Delivery7分鐘
Managing Channel Conflict3分鐘
Online Retailing and E-Commerce12分鐘
Digital Marketing Foundations9分鐘
Summary2分鐘
1 個練習
Quiz #330分鐘
完成時間為 2 小時
BRANDING: Effective Brand Communications Strategies and Repositioning Strategies
Professor Kahn is back in this fourth module, the second of her Branding Modules, covering effective brand communications strategies and repositioning strategies. Understanding how customers perceive your brand messaging and marketing is one of the most important aspects to understanding consumer behavior: what consumers perceive is what affects their actions, and what they perceive is not necessarily true! Professor Kahn unpacks customer behavior and perception and explores successful strategies for influencing both in this final required module of the course.
完成時間為 2 小時
6 個視頻 （總計 87 分鐘）
6 個視頻
Brand Elements: Choosing a Brand Name19分鐘
Brand Elements: Color & Taglines11分鐘
Brand Elements: Packaging10分鐘
Brand Elements: Persuasion13分鐘
Repositioning a Brand18分鐘
1 個練習
Final Exam30分鐘
審閱
來自市场营销概论的熱門評論
由 A 提供2016年4月16日
Excellent professors and depth of discussion, however there should be more additional material for reference and extension. Professor Kahn's sessions were outstanding (objective, fluid and practical).
由 AT 提供2015年12月2日
Learned a lot of things in this course. Have already started changing the way I think about pricing in my current position. I hope we get the opportunity to apply these concepts in Capstone project.
由 AT 提供2017年6月8日
This course enhanced my perspective, I took it parallel to my ongoing courese, the cases discussed in this module helped me to analyse the application of various marketing concepts. Thanks a lot...!
由 MK 提供2015年12月10日
Great! I am taking the course with almost no experience in this area. Really enjoyed this class and learned a lot. A lot of practical examples which helped me to understand all the parts. Thank you!
關於 商务基础 專項課程
In this Specialization, you’ll develop basic literacy in the language of business, which you can use to transition to a new career, start or improve your own small business, or apply to business school to continue your education. In five courses, you’ll learn the fundamentals of marketing, accounting, operations, and finance. In the final Capstone Project, you’ll apply the skills learned by developing a go-to-market strategy to address a real business challenge.
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What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
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