Informações sobre o curso
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Aprox. 13 horas para completar

Sugerido: 5 weeks of study, 4-6 hours/week...


Legendas: Ucraniano, Chinês (simplificado), Vietnamita, Turco, Inglês, Japonês...

Habilidades que você terá

Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction

100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Aprox. 13 horas para completar

Sugerido: 5 weeks of study, 4-6 hours/week...


Legendas: Ucraniano, Chinês (simplificado), Vietnamita, Turco, Inglês, Japonês...

Programa - O que você aprenderá com este curso

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!

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

9 vídeos ((Total 81 mín.)), 1 teste
9 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
1 exercício prático
Quiz #220min
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.

12 vídeos ((Total 113 mín.)), 1 teste
12 videos
Online/Offline Competition4min
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
1 exercício prático
Quiz #320min
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.

6 vídeos ((Total 87 mín.)), 1 teste
6 videos
Brand Elements: Choosing a Brand Name19min
Brand Elements: Color & Taglines11min
Brand Elements: Packaging10min
Brand Elements: Persuasion13min
Repositioning a Brand18min
1 exercício prático
Final Exam1h 20min
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Principais avaliações do Introdução ao Marketing

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 ATJun 9th 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...!



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

Sobre Universidade da Pensilvânia

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 Fundamentos de negóciosFundamentos dos Negócios

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....
Fundamentos de negóciosFundamentos dos Negócios

Perguntas Frequentes – FAQ

  • Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.

  • Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.

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