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

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字幕:ウクライナ語, 中国語(簡体), ベトナム語, トルコ語, 英語, 日本語...

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Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction

次における6の1コース

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

約13時間で修了

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

英語

字幕:ウクライナ語, 中国語(簡体), ベトナム語, トルコ語, 英語, 日本語...

シラバス - 本コースの学習内容

1
2時間で修了

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!

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7件のビデオ (合計80分), 3 readings, 1 quiz
7件のビデオ
Marketing 101: Building Strong Brands Part II4 分
Strategic Marketing11 分
Segmentation and Targeting12 分
Brand Positioning12 分
Brand Mantra: The Elevator Speech9 分
Experiential Branding13 分
3件の学習用教材
Syllabus10 分
FAQ10 分
Additional Readings10 分
1の練習問題
Quiz #120 分
2
2時間で修了

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.

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9件のビデオ (合計81分), 1 quiz
9件のビデオ
Cracks in the Product-Centric Approach9 分
Data-Driven Business Models4 分
Three Cheers for Direct Marketing3 分
Which Firms Are Customer Centric?12 分
What is Customer Centricity?11 分
Living in a Customer-Centric World14 分
More Reflections on Customer Centricity3 分
Questions on Customer Centricity6 分
1の練習問題
Quiz #220 分
3
2時間で修了

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.

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12件のビデオ (合計113分), 1 quiz
12件のビデオ
Online/Offline Competition4 分
Friction4 分
The Long Tail Part 110 分
The Long Tail Part 29 分
Preference Isolation14 分
How Internet Retailing Startups Grow12 分
Customers and Digital Marketing9 分
Influence and How Information Spreads11 分
Pricing Strategies 1: Introduction11 分
Pricing Strategies 2: Customer Factors12 分
The 7ms9 分
1の練習問題
Quiz #320 分
4
3時間で修了

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.

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6件のビデオ (合計87分), 1 quiz
6件のビデオ
Brand Elements: Choosing a Brand Name19 分
Brand Elements: Color & Taglines11 分
Brand Elements: Packaging10 分
Brand Elements: Persuasion13 分
Repositioning a Brand18 分
1の練習問題
Final Exam1 時間 20 分
4.7
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人気のレビュー

by 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!

by 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...!

講師

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Barbara E. Kahn

Professor of Marketing and Director, Jay H. Baker Retailing Center
The Wharton School
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Peter Fader

Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
The Wharton School
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David Bell

Xinmei Zhang and Yongge Dai Professor, Professor of Marketing
Marketing

ペンシルベニア大学(University of Pennsylvania)について

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. ...

Business Foundationsの専門講座について

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

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