Informações sobre o curso
4.7
4,864 ratings
986 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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Sugerido: 5 weeks of study, 4-6 hours/week

Aprox. 12 horas restantes
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English

Legendas: English, Ukrainian, Chinese (Simplified), Vietnamese, Turkish, Japanese

Habilidades que você terá

MarketingMarketing StrategyCustomer SatisfactionPositioning (Marketing)
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 weeks of study, 4-6 hours/week

Aprox. 12 horas restantes
Comment Dots

English

Legendas: English, Ukrainian, Chinese (Simplified), Vietnamese, Turkish, Japanese

Programa - O que você aprenderá com este curso

1

Seção
Clock
2 horas para concluir

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 vídeos (Total de 80 min), 3 leituras, 1 teste
Video7 videos
Marketing 101: Building Strong Brands Part II4min
Strategic Marketing11min
Segmentation and Targeting12min
Brand Positioning12min
Brand Mantra: The Elevator Speech9min
Experiential Branding13min
Reading3 leituras
Syllabus10min
FAQ10min
Additional Readings10min
Quiz1 exercício prático
Quiz #120min

2

Seção
Clock
2 horas para concluir

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 vídeos (Total de 81 min), 1 teste
Video9 videos
Cracks in the Product-Centric Approach9min
Data-Driven Business Models4min
Three Cheers for Direct Marketing3min
Which Firms Are Customer Centric?12min
What is Customer Centricity?11min
Living in a Customer-Centric World14min
More Reflections on Customer Centricity3min
Questions on Customer Centricity6min
Quiz1 exercício prático
Quiz #220min

3

Seção
Clock
2 horas para concluir

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 vídeos (Total de 113 min), 1 teste
Video12 videos
Online/Offline Competition4min
Friction4min
The Long Tail Part 110min
The Long Tail Part 29min
Preference Isolation14min
How Internet Retailing Startups Grow12min
Customers and Digital Marketing9min
Influence and How Information Spreads11min
Pricing Strategies 1: Introduction11min
Pricing Strategies 2: Customer Factors12min
The 7ms9min
Quiz1 exercício prático
Quiz #320min

4

Seção
Clock
3 horas para concluir

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 vídeos (Total de 87 min), 1 teste
Video6 videos
Brand Elements: Choosing a Brand Name19min
Brand Elements: Color & Taglines11min
Brand Elements: Packaging10min
Brand Elements: Persuasion13min
Repositioning a Brand18min
Quiz1 exercício prático
Final Exam20min
4.7
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Briefcase

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Melhores avaliações

por 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!

por 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.

Instrutores

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

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. ...

Sobre o Programa de cursos integrados 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

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 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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