课程信息
4.7
5,426 个评分
1,077 个审阅
专项课程

第 1 门课程(共 6 门)

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为13 小时

建议:5 weeks of study, 4-6 hours/week...
可选语言

英语(English)

字幕:英语(English), 乌克兰语, 中文(简体), 越南语, 土耳其语(Turkish), 日语...

您将获得的技能

Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction
专项课程

第 1 门课程(共 6 门)

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为13 小时

建议:5 weeks of study, 4-6 hours/week...
可选语言

英语(English)

字幕:英语(English), 乌克兰语, 中文(简体), 越南语, 土耳其语(Turkish), 日语...

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
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 (总计 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
完成时间(小时)
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 (总计 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
完成时间(小时)
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 (总计 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
完成时间(小时)
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 (总计 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
1,077 个审阅Chevron Right
职业方向

34%

完成这些课程后已开始新的职业生涯
工作福利

83%

通过此课程获得实实在在的工作福利

热门审阅

创建者 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...!

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

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

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

  • 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。

还有其他问题吗?请访问 学生帮助中心