Informações sobre o curso
4.7
2,351 classificações
793 avaliações
Ever wondered why some things become popular, and other don't? Why some products become hits while others flop? Why some ideas take off while others languish? What are the key ideas behind viral marketing? This course explains how things catch on and helps you apply these ideas to be more effective at marketing your ideas, brands, or products. You'll learn how to make ideas stick, how to increase your influence, how to generate more word of mouth, and how to use the power of social networks to spread information and influence. Drawing on principles from his best-selling book, "Contagious: Why Things Catch On," Professor Jonah Berger illustrates successful strategies for you to use buzz to create virality so that your campaigns become more shareable on social media and elsewhere. By the end of this course, you'll have a better understanding of how to craft contagious content, build stickier messages, and get any product, idea, or behavior to catch on....
Globe

cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Clock

Sugerido: 5 hours/week

Aprox. 5 horas restantes
Comment Dots

English

Legendas: English

Habilidades que você terá

Social NetworkViral MarketingMarketingMarketing Strategy
Globe

cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Clock

Sugerido: 5 hours/week

Aprox. 5 horas restantes
Comment Dots

English

Legendas: English

Programa - O que você aprenderá com este curso

1

Seção
Clock
1 hora para concluir

What Makes Ideas Sticky?

In this module, you'll start to learn what makes products, ideas, and behaviors contagious; in other words, why they catch on. You'll explore the science behind why some things become popular while others fail. You'll also discover the key principles, or six SUCCESs” factors that make messages stick. Finally, you'll learn how to make any idea more memorable, whether it’s a pitch to your boss or a lesson you want students to remember....
Reading
8 vídeos (Total de 39 min), 1 teste
Video8 videos
Contagious: How Things Catch On6min
Making Messages Stick3min
Simple4min
Unexpected6min
Concrete5min
Credible5min
Emotional Stories6min
Quiz1 exercício prático
Attributes of Stickiness Quiz20min

2

Seção
Clock
1 hora para concluir

How Social Influence Shapes Behavior

In this module, you'll examine how social influence shapes everything people do: from the products we buy and candidates we vote for to the food we like and careers we pursue. You’ll learn how people use others to help them make choices and how companies leverage this power to shape the products and services we use. You'll discover when people are more likely to conform or do the same thing as others, and when they are more likely to diverge or do something different. At the end of this module, you'll understand how to avoid being influenced by others and how to use influence to make yourself more successful....
Reading
5 vídeos (Total de 31 min), 1 teste
Video5 videos
Normative Influence5min
Using Social Influence to Increase Success8min
When Social Influence is Anti-Social5min
Conformity or Divergence?3min
Quiz1 exercício prático
Theories and Practice of Social Persuasion Quiz20min

3

Seção
Clock
1 hora para concluir

The Power of Word of Mouth

This module will teach you about the power of word of mouth. You’ll learn why word of mouth, or person to person communication, is 10 times as effective as traditional advertising. Further, you’ll discover why some products or ideas get talked about more than others. Why some online content goes viral or some things get more buzz. You’ll learn the six key STEPPS that drive people to share, and how by understanding those drivers, you can make anything more contagious....
Reading
8 vídeos (Total de 53 min), 1 teste
Video8 videos
Why Word of Mouth Matters6min
Social Currency8min
Triggers6min
Emotion8min
Public4min
Practical Value4min
Stories9min
Quiz1 exercício prático
Strategies for Effective Referrals Quiz20min

4

Seção
Clock
1 hora para concluir

Social Networks

In this module, you'll learn what social networks are, and how they shape the spread of information and influence. How the patterns of social ties between people determine what we do, and what catches on. How people we’ve never even met can influence our tastes and preferences. You’ll learn about how strong and weak ties help get people jobs, and whether to concentrate or spread out marketing resources when launching a new product. By the end of this module, you'll not only be able to analyze the success of popular products, ideas, and services, but also apply these insights to make your own stuff more likely to catch on....
Reading
6 vídeos (Total de 23 min), 1 teste
Video6 videos
What are Social Networks?6min
How Networks Shape the Spread of Information5min
Sprinkler vs. Waterfall Strategies3min
Social Ties and Active Sharing5min
Course Conclusionmin
Quiz1 exercício prático
Understanding Social Networking Behavior Quiz20min

Instrutores

Jonah Berger

Associate Professor of Marketing
The Wharton School

Sobre 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. ...

Perguntas Frequentes – FAQ

  • 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 purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, 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.

Mais dúvidas? Visite o Central de Ajuda ao Aprendiz.