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.
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课程信息
762,295 次近期查看
学生职业成果
33%
完成这些课程后已开始新的职业生涯
36%
通过此课程获得实实在在的工作福利
11%
加薪或升职
您将获得的技能
Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction
学生职业成果
33%
完成这些课程后已开始新的职业生涯
36%
通过此课程获得实实在在的工作福利
11%
加薪或升职
100% 在线
立即开始，按照自己的计划学习。
第 1 门课程（共 6 门）
可灵活调整截止日期
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完成时间大约为14 小时
建议：5 weeks of study, 4-6 hours/week
英语（English）
字幕：英语（English）, 中文（简体）
教学大纲 - 您将从这门课程中学到什么
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!
完成时间为 2 小时
7 个视频 （总计 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 #130分钟
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.
完成时间为 2 小时
9 个视频 （总计 81 分钟）
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 #230分钟
完成时间为 3 小时
GO TO MARKET STRATEGIES: Communications Strategy & Fundamentals of Pricing
In this module, you will examine the critical marketing topic, “Go to Market Strategies.” Professor Jagmohan Raju has designed these lectures to help you gain a deep understanding of the role of communications in marketing strategy, fundamentals of pricing, and how to manage channel conflicts. You will explore the 7 Ms of developing a communication plan, learn how to measure price elasticity, and understand disruption in information delivery. By the end of this module, you’ll be able to use effective analytical tools to form a communications campaign and create appropriate access points to your brand for your customer.
完成时间为 3 小时
15 个视频 （总计 173 分钟）
15 个视频
Key Trends12分钟
Media Planning8分钟
Pricing4分钟
Understanding Price Sensitivity10分钟
Measuring Price Elasticity16分钟
Psychological Aspects of Pricing11分钟
Analytic Foundations for Pricing25分钟
Economic Value to the Customer18分钟
Creating Customer Access18分钟
Disruption in Information Delivery7分钟
Managing Channel Conflict3分钟
Online Retailing and E-Commerce12分钟
Digital Marketing Foundations9分钟
Summary2分钟
1 个练习
Quiz #330分钟
完成时间为 2 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.
完成时间为 2 小时
6 个视频 （总计 87 分钟）
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 Exam30分钟
审阅
4.8
来自市场营销概论的热门评论
由 A 提供Apr 16, 2016
Excellent professors and depth of discussion, however there should be more additional material for reference and extension. Professor Kahn's sessions were outstanding (objective, fluid and practical).
由 AT 提供Jun 8, 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...!
由 AT 提供Dec 2, 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.
由 MK 提供Dec 10, 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!
由 EI 提供Oct 5, 2019
I really enjoyed this course and will be revisiting from time to time for refresher. Thanks a lot to the lecturers and Brabara Khan; thanks for driving the course home. Emeka from Lagos, Nigeria.
由 AK 提供Jul 17, 2016
Profoundly insightful about the Marketing process. I developed a deep respect for the esteemed panel of Professors and their simple approach to explaining and applying complex Marketing concepts.
由 MB 提供Mar 26, 2019
Overall a good introduction to Marketing. Some inconsistencies with regards to quiz questions and actual subjects treated during the course, so that lost a star :-) Otherwise highly recommended.
由 NS 提供Jan 2, 2017
An excellent exposure to the world of marketing. The material presented was relevant and up to date with real world examples. The presentation was lucid, easy to understand and most interesting.
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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.
关于 商务基础 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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