À propos de ce cours
4.7
5,048 ratings
1,014 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....
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Cours en ligne à 100 %

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Calendar

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Clock

Recommandé : 5 weeks of study, 4-6 hours/week

Approx. 12 heures pour terminer
Comment Dots

English

Sous-titres : English, Ukrainian, Chinese (Simplified), Vietnamese, Turkish, Japanese

Compétences que vous acquerrez

Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction
Stacks
Globe

Cours en ligne à 100 %

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Calendar

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Clock

Recommandé : 5 weeks of study, 4-6 hours/week

Approx. 12 heures pour terminer
Comment Dots

English

Sous-titres : English, Ukrainian, Chinese (Simplified), Vietnamese, Turkish, Japanese

Programme du cours : ce que vous apprendrez dans ce cours

1

Section
Clock
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! ...
Reading
7 vidéos (Total 80 min), 3 lectures, 1 quiz
Video7 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
Reading3 lectures
Syllabus10 min
FAQ10 min
Additional Readings10 min
Quiz1 exercice pour s'entraîner
Quiz #120 min

2

Section
Clock
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. ...
Reading
9 vidéos (Total 81 min), 1 quiz
Video9 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
Quiz1 exercice pour s'entraîner
Quiz #220 min

3

Section
Clock
2 heures pour terminer

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 vidéos (Total 113 min), 1 quiz
Video12 vidéos
Online/Offline Competition4 min
Friction4 min
The Long Tail Part 110 min
The Long Tail Part 29 min
Preference Isolation14 min
How Internet Retailing Startups Grow12 min
Customers and Digital Marketing9 min
Influence and How Information Spreads11 min
Pricing Strategies 1: Introduction11 min
Pricing Strategies 2: Customer Factors12 min
The 7ms9 min
Quiz1 exercice pour s'entraîner
Quiz #320 min

4

Section
Clock
3 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....
Reading
6 vidéos (Total 87 min), 1 quiz
Video6 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
Quiz1 exercice pour s'entraîner
Final Exam20 min
4.7
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34%

a commencé une nouvelle carrière après avoir terminé ces cours
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83%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours

Meilleurs avis

par 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.

par 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!

Enseignants

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

À propos de 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. ...

À propos de la Spécialisation Business Foundations

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

Foire Aux Questions

  • 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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