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.
Ce cours fait partie de la Spécialisation Bases de la gestion d'entreprise
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Spécialisation Bases de la gestion d'entrepriseUniversité de PennsylvanieÀ propos de ce cours
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Compétences que vous acquerrez
Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction
Résultats de carrière des étudiants
30%
ont commencé une nouvelle carrière après avoir terminé ce cours
32%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
11%
a obtenu une augmentation de salaire ou une promotion
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 1 sur 6 dans le
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Approx. 10 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Coréen, Allemand, Russe, Turc, Anglais, Espagnol
Offert par
Université de Pennsylvanie
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.
Programme du cours : ce que vous apprendrez dans ce cours
2 heures pour terminer
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!
2 heures pour terminer
7 vidéos (Total 80 min), 3 lectures, 1 quiz
7 vidéos
Marketing 101: Building Strong Brands Part II4 min
Strategic Marketing11 min
Segmentation and Targeting12 min
Brand Positioning12 min
Brand Mantra: The Elevator Speech9 min
Experiential Branding13 min
3 lectures
Syllabus10 min
FAQ10 min
Additional Readings10 min
1 exercice pour s'entraîner
Quiz #130 min
2 heures pour terminer
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.
2 heures pour terminer
9 vidéos (Total 81 min)
9 vidéos
Cracks in the Product-Centric Approach9 min
Data-Driven Business Models4 min
Three Cheers for Direct Marketing3 min
Which Firms Are Customer Centric?12 min
What is Customer Centricity?11 min
Living in a Customer-Centric World14 min
More Reflections on Customer Centricity3 min
Questions on Customer Centricity6 min
1 exercice pour s'entraîner
Quiz #230 min
3 heures pour terminer
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.
3 heures pour terminer
15 vidéos (Total 173 min)
15 vidéos
Key Trends12 min
Media Planning8 min
Pricing4 min
Understanding Price Sensitivity10 min
Measuring Price Elasticity16 min
Psychological Aspects of Pricing11 min
Analytic Foundations for Pricing25 min
Economic Value to the Customer18 min
Creating Customer Access18 min
Disruption in Information Delivery7 min
Managing Channel Conflict3 min
Online Retailing and E-Commerce12 min
Digital Marketing Foundations9 min
Summary2 min
1 exercice pour s'entraîner
Quiz #330 min
2 heures pour terminer
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.
2 heures pour terminer
6 vidéos (Total 87 min)
6 vidéos
Brand Elements: Choosing a Brand Name19 min
Brand Elements: Color & Taglines11 min
Brand Elements: Packaging10 min
Brand Elements: Persuasion13 min
Repositioning a Brand18 min
1 exercice pour s'entraîner
Final Exam30 min
Avis
Meilleurs avis pour INTRODUCTION TO MARKETING
par A16 avr. 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).
par MK10 déc. 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!
par AT8 juin 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...!
par AT2 déc. 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.
À propos du Spécialisation Bases de la gestion d'entreprise
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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