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
179,142 次近期查看
學生職業成果
28%
完成這些課程後已開始新的職業生涯
30%
通過此課程獲得實實在在的工作福利
12%
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：阿拉伯語（Arabic）, 法語（French）, （歐洲人講的）葡萄牙語, 中文（簡體）, 意大利語, 越南語, 德語（German）, 俄語（Russian）, 英語（English）, 西班牙語（Spanish）
您將獲得的技能
Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction
學生職業成果
28%
完成這些課程後已開始新的職業生涯
30%
通過此課程獲得實實在在的工作福利
12%
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：阿拉伯語（Arabic）, 法語（French）, （歐洲人講的）葡萄牙語, 中文（簡體）, 意大利語, 越南語, 德語（German）, 俄語（Russian）, 英語（English）, 西班牙語（Spanish）
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
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）
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）
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）
審閱
來自市场营销概论的熱門評論
由 AS 提供2021年4月29日
Learnt a lot of concepts in marketing that were hiding in plain sight. I want to thank all the professors who were part of making this course and Wharton online for making this accessible to everyone.
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 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!
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.
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.
常見問題
我什么时候能够访问课程视频和作业？
我订阅此专项课程后会得到什么？
Is financial aid available?
完成课程后，我会获得大学学分吗？
還有其他問題嗎？請訪問 學生幫助中心。
