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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Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Allemand, Russe, Anglais, Espagnol
Compétences que vous acquerrez
- Positioning (Marketing)
- Marketing
- Marketing Strategy
- Customer Satisfaction
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 de 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
- 5 stars80,39 %
- 4 stars16,91 %
- 3 stars2,08 %
- 2 stars0,31 %
- 1 star0,28 %
Meilleurs avis pour INTRODUCTION TO MARKETING
par TK11 juil. 2020
This course was very informative and helpful on the basic of understanding the ground structure of marketing but its little bit heavy on the theoretical aspect or else its well worth the time
par CE27 déc. 2021
The course covers the foundations on Marketing. It was clear and well explained. Thank you to the three Professors to teach with so much excitement, it certainty made my experience more enjoyable.
par AK17 juil. 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.
par SS4 avr. 2020
loved the fact that the course was taught by 3 professors each giving an in depth analysis of their area of expertise. Great course content and looking forward to the rest of the specialization!
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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