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课程信息
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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.
您将获得的技能
Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction
教学大纲 - 您将从这门课程中学到什么
Week
1BRANDING: 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 个视频（共 80 分钟）, 3 个阅读材料, 1 个测验
7 个视频
Marketing 101: Building Strong Brands Part II4分钟
Strategic Marketing11分钟
Segmentation and Targeting12分钟
Brand Positioning12分钟
Brand Mantra: The Elevator Speech9分钟
Experiential Branding13分钟
3 个阅读材料
Syllabus10分钟
FAQ10分钟
Additional Readings10分钟
1 个练习
Quiz #120分钟
Week
2CUSTOMER 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 个视频（共 81 分钟）, 1 个测验
9 个视频
Cracks in the Product-Centric Approach9分钟
Data-Driven Business Models4分钟
Three Cheers for Direct Marketing3分钟
Which Firms Are Customer Centric?12分钟
What is Customer Centricity?11分钟
Living in a Customer-Centric World14分钟
More Reflections on Customer Centricity3分钟
Questions on Customer Centricity6分钟
1 个练习
Quiz #220分钟
Week
3GO 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 个视频（共 113 分钟）, 1 个测验
12 个视频
Online/Offline Competition4分钟
Friction4分钟
The Long Tail Part 110分钟
The Long Tail Part 29分钟
Preference Isolation14分钟
How Internet Retailing Startups Grow12分钟
Customers and Digital Marketing9分钟
Influence and How Information Spreads11分钟
Pricing Strategies 1: Introduction11分钟
Pricing Strategies 2: Customer Factors12分钟
The 7ms9分钟
1 个练习
Quiz #320分钟
Week
4BRANDING: 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 个视频（共 87 分钟）, 1 个测验
6 个视频
Brand Elements: Choosing a Brand Name19分钟
Brand Elements: Color & Taglines11分钟
Brand Elements: Packaging10分钟
Brand Elements: Persuasion13分钟
Repositioning a Brand18分钟
1 个练习
Final Exam20分钟
4.7
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创建者 AT•Dec 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.
创建者 MK•Dec 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!
讲师
Barbara E. Kahn
Professor of Marketing and Director, Jay H. Baker Retailing CenterThe Wharton School
Peter Fader
Professor of Marketing and Co-Director of the Wharton Customer Analytics InitiativeThe Wharton School
David Bell
Xinmei Zhang and Yongge Dai Professor, Professor of MarketingMarketing
关于 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.
关于 Business Foundations 专项课程
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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