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.
제공자:
비즈니스 기본 특화 과정펜실베이니아 대학교이 강좌에 대하여
최근 조회 177,712회
학습자 경력 결과
28%
가 이 강좌를 수료한 후 새로운 커리어를 시작함
30%
가 이 강좌를 통해 확실한 경력상 이점을 얻음
12%
가 급여 인상 또는 승진 성취
공유 가능한 수료증
완료 시 수료증 획득
100% 온라인
지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.
다음 특화 과정의 6개 강좌 중 1번째 강좌:
유동적 마감일
일정에 따라 마감일을 재설정합니다.
완료하는 데 약 10시간 필요
영어
자막: 아랍어, 프랑스어, 포르투갈어 (유럽), 중국어 (간체자), 이탈리아어, 베트남어, 독일어, 러시아어, 영어, 스페인어
귀하가 습득할 기술
Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction
학습자 경력 결과
28%
가 이 강좌를 수료한 후 새로운 커리어를 시작함
30%
가 이 강좌를 통해 확실한 경력상 이점을 얻음
12%
가 급여 인상 또는 승진 성취
공유 가능한 수료증
완료 시 수료증 획득
100% 온라인
지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.
다음 특화 과정의 6개 강좌 중 1번째 강좌:
유동적 마감일
일정에 따라 마감일을 재설정합니다.
완료하는 데 약 10시간 필요
영어
자막: 아랍어, 프랑스어, 포르투갈어 (유럽), 중국어 (간체자), 이탈리아어, 베트남어, 독일어, 러시아어, 영어, 스페인어
제공자:
펜실베이니아 대학교
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.
강의 계획 - 이 강좌에서 배울 내용
완료하는 데 2시간 필요
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!
완료하는 데 2시간 필요
7개 동영상 (총 80분), 3 개의 읽기 자료, 1 개의 테스트
완료하는 데 2시간 필요
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.
완료하는 데 2시간 필요
9개 동영상 (총 81분)
완료하는 데 3시간 필요
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.
완료하는 데 3시간 필요
15개 동영상 (총 173분)
완료하는 데 2시간 필요
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.
완료하는 데 2시간 필요
6개 동영상 (총 87분)
검토
INTRODUCTION TO MARKETING의 최상위 리뷰
A 제공2016년 4월 16일
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).
AT 제공2017년 6월 8일
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...!
MK 제공2015년 12월 10일
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!
AT 제공2015년 12월 2일
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.
비즈니스 기본 특화 과정 정보
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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