課程信息
4.7
5,052 ratings
1,014 reviews
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. You’ll learn key principles in - Branding: brand equity is one of the key elements of keeping customers in a dynamic world in which new startups are emerging constantly. - Customer centricity: not synonymous with customer service, customer centricity starts with customer focus and need-gathering. - Go-to-market strategies: understand the drivers that influence customers and see how these are implemented prior to making an investment. Complete this course as part of Wharton's Business Foundations Specialization, and you'll have the opportunity to take the Capstone Project and prepare a strategic analysis and proposed solution to a real business challenge from Wharton-governed companies like Shazam and SnapDeal or to a challenge faced by your own company or organization. Wharton-trained staff will evaluate the top submissions, and leadership teams at Shazam and SnapDeal will review the highest scoring projects prepared for their companies....
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100% 在線課程

立即開始,按照自己的計劃學習。
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建議:5 weeks of study, 4-6 hours/week

完成時間大約為12 小時
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English

字幕:English, Ukrainian, Chinese (Simplified), Vietnamese, Turkish, Japanese

您將獲得的技能

Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction
Stacks
Globe

100% 在線課程

立即開始,按照自己的計劃學習。
Calendar

可靈活調整截止日期

根據您的日程表重置截止日期。
Clock

建議:5 weeks of study, 4-6 hours/week

完成時間大約為12 小時
Comment Dots

English

字幕:English, Ukrainian, Chinese (Simplified), Vietnamese, Turkish, Japanese

教學大綱 - 您將從這門課程中學到什麼

1

章節
Clock
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! ...
Reading
7 個視頻(共 80 分鐘), 3 個閱讀材料, 1 個測驗
Video7 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
Reading3 個閱讀材料
Syllabus10分鐘
FAQ10分鐘
Additional Readings10分鐘
Quiz1 個練習
Quiz #120分鐘

2

章節
Clock
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. ...
Reading
9 個視頻(共 81 分鐘), 1 個測驗
Video9 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
Quiz1 個練習
Quiz #220分鐘

3

章節
Clock
完成時間為 2 小時

GO TO MARKET STRATEGIES: Online-Offline Interaction & How to Find Lead Users and Facilitate Influence and Contagion

Professor David Bell takes over this week as we begin our third module! We are shifting focus to the critical topic of "Go to Market Strategies." The "go to market" strategy offers more possibilities than ever before as companies have the potential to address consumers both offline and online through a variety of platforms. Professor Bell has been able to work on these very issues with several exciting startups and will use those experiences to help illustrate this week's material. ...
Reading
12 個視頻(共 113 分鐘), 1 個測驗
Video12 個視頻
Online/Offline Competition4分鐘
Friction4分鐘
The Long Tail Part 110分鐘
The Long Tail Part 29分鐘
Preference Isolation14分鐘
How Internet Retailing Startups Grow12分鐘
Customers and Digital Marketing9分鐘
Influence and How Information Spreads11分鐘
Pricing Strategies 1: Introduction11分鐘
Pricing Strategies 2: Customer Factors12分鐘
The 7ms9分鐘
Quiz1 個練習
Quiz #320分鐘

4

章節
Clock
完成時間為 3 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....
Reading
6 個視頻(共 87 分鐘), 1 個測驗
Video6 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
Quiz1 個練習
Final Exam20分鐘
4.7
Direction Signs

34%

完成這些課程後已開始新的職業生涯
Briefcase

83%

通過此課程獲得實實在在的工作福利

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創建者 MKDec 11th 2015

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!

創建者 ATJun 9th 2017

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...!

講師

Barbara E. Kahn

Professor of Marketing and Director, Jay H. Baker Retailing Center
The Wharton School

Peter Fader

Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
The Wharton School

David Bell

Xinmei Zhang and Yongge Dai Professor, Professor of Marketing
Marketing

關於 University of Pennsylvania

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. ...

關於 Business Foundations 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....
Business Foundations

常見問題

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • 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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