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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Résultats de carrière des étudiants
28%
ont commencé une nouvelle carrière après avoir terminé ce cours
30%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
12%
a obtenu une augmentation de salaire ou une promotion
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Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Allemand, Russe, Anglais, Espagnol
Compétences que vous acquerrez
Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction
Résultats de carrière des étudiants
28%
ont commencé une nouvelle carrière après avoir terminé ce cours
30%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
12%
a obtenu une augmentation de salaire ou une promotion
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
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
Approx. 10 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Allemand, Russe, 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
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)
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)
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)
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 AS29 avr. 2021
Learnt a lot of concepts in marketing that were hiding in plain sight. I want to thank all the professors who were part of making this course and Wharton online for making this accessible to everyone.
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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