课程信息
4.7
4,877 ratings
987 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....
Stacks
Globe

100% 在线课程

立即开始,按照自己的计划学习。
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可灵活调整截止日期

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建议:5 weeks of study, 4-6 hours/week

完成时间大约为12 小时
Comment Dots

English

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

您将获得的技能

MarketingMarketing StrategyCustomer SatisfactionPositioning (Marketing)
Stacks
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Calendar

可灵活调整截止日期

根据您的日程表重置截止日期。
Clock

建议:5 weeks of study, 4-6 hours/week

完成时间大约为12 小时
Comment Dots

English

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

教学大纲 - 您将从这门课程中学到什么

1

章节
Clock
完成时间为 2 小时

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 个视频(共 80 分钟), 3 个阅读材料, 1 个测验
Video7 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
Reading3 个阅读材料
Syllabus10分钟
FAQ10分钟
Additional Readings10分钟
Quiz1 个练习
Quiz #120分钟

2

章节
Clock
完成时间为 2 小时

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 个视频(共 81 分钟), 1 个测验
Video9 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
Quiz1 个练习
Quiz #220分钟

3

章节
Clock
完成时间为 2 小时

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 个视频(共 113 分钟), 1 个测验
Video12 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
Quiz1 个练习
Quiz #320分钟

4

章节
Clock
完成时间为 3 小时

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 个视频(共 87 分钟), 1 个测验
Video6 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
Quiz1 个练习
Final Exam20分钟
4.7
Direction Signs

34%

完成这些课程后已开始新的职业生涯
Briefcase

83%

通过此课程获得实实在在的工作福利

热门审阅

创建者 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!

创建者 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.

讲师

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

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....
Business Foundations

常见问题

  • 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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