課程信息
136,642 次近期查看

第 1 門課程(共 6 門)

100% 在線

立即開始,按照自己的計劃學習。

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13 小時

建議:5 weeks of study, 4-6 hours/week...

英語(English)

字幕:烏克蘭語, 中文(簡體), 越南語, 土耳其語(Turkish), 英語(English), 日語...

您將獲得的技能

Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction

第 1 門課程(共 6 門)

100% 在線

立即開始,按照自己的計劃學習。

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13 小時

建議:5 weeks of study, 4-6 hours/week...

英語(English)

字幕:烏克蘭語, 中文(簡體), 越南語, 土耳其語(Turkish), 英語(English), 日語...

教學大綱 - 您將從這門課程中學到什麼

1
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!

...
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 #120分鐘
2
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.

...
9 個視頻 (總計 81 分鐘), 1 個測驗
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 #220分鐘
3
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.

...
12 個視頻 (總計 113 分鐘), 1 個測驗
12 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
1 個練習
Quiz #320分鐘
4
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.

...
6 個視頻 (總計 87 分鐘), 1 個測驗
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 Exam1 小時 20 分
4.7
1211 個審閱Chevron Right

32%

完成這些課程後已開始新的職業生涯

37%

通過此課程獲得實實在在的工作福利

11%

加薪或升職

來自市场营销概论的熱門評論

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...!

創建者 ATDec 3rd 2015

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.

講師

Avatar

Barbara E. Kahn

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

Peter Fader

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

David Bell

Xinmei Zhang and Yongge Dai Professor, Professor of Marketing
Marketing

關於 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. ...

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....
商务基础

常見問題

  • 注册以便获得证书后,您将有权访问所有视频、测验和编程作业(如果适用)。只有在您的班次开课之后,才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程,可能无法访问某些作业。

  • 您注册课程后,将有权访问专项课程中的所有课程,并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中,您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容,可以免费旁听课程。

還有其他問題嗎?請訪問 學生幫助中心