課程信息
4.7
5,311 個評分
1,058 個審閱
專項課程

第 1 門課程(共 6 門),位於

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立即開始,按照自己的計劃學習。
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可靈活調整截止日期

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完成時間(小時)

完成時間大約為13 小時

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

英語(English)

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

您將獲得的技能

Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction
專項課程

第 1 門課程(共 6 門),位於

100% online

100% online

立即開始,按照自己的計劃學習。
可靈活調整截止日期

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(小時)

完成時間大約為13 小時

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

英語(English)

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

教學大綱 - 您將從這門課程中學到什麼

1
完成時間(小時)
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
完成時間(小時)
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
完成時間(小時)
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
完成時間(小時)
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
1,058 個審閱Chevron Right
職業方向

34%

完成這些課程後已開始新的職業生涯
工作福利

83%

通過此課程獲得實實在在的工作福利

熱門審閱

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.

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!

講師

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Barbara E. Kahn

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

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

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