Introduction to Marketing

开始时间: 10/05/2015 持续时间: 4 weeks

所在平台: Coursera

课程类别: 商业与管理学

大学或机构: University of Pennsylvania(宾夕法尼亚大学)

授课老师: Peter Fader Barbara E. Kahn David Bell

   

课程主页: https://www.coursera.org/course/whartonmarketing

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PART OF WHARTON’S BUSINESS FOUNDATIONS SPECIALIZATION

See Geoffrey Garrett, Dean of the Wharton School, talk about the Specialization here.

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. 

Watch this video to learn more about the Wharton Foundation Series on Coursera:

http://www.youtube.com/watch?v=SgS3AJCe6i8

Click below for the other Business Foundations Specialization courses:

An Introduction to Accounting

An Introduction to Operations Management

An Introduction to Corporate Finance 

For more information about courses offered online at Wharton, please go to http://online.wharton.upenn.edu


课程大纲

MODULE ONE: Branding
Core concepts include brand communications and repositioning, marketing strategy, brand positioning, and customer decision-making.

MODULE TWO: Customer Centricity
Core concepts include establishing competitive advantage through customer centricity, the vocabulary of customer centricity and customer relationship management (CRM).

MODULE THREE: Go to Market Strategies
Core concepts include omni-channel strategy and online-offline interaction, social targeting, social advertising and persuasion.

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课程简介

Learn the fundamentals of marketing by getting to the root of customer decision-making. Key topics include branding strategies (e.g., brand positioning, brand communications), customer-centric marketing strategy, and new market entry (e.g., channel strategy, marketing planning). After successfully completing this course, you can apply these skills to a real-world business challenge as part of the Wharton Business Foundations Specialization.

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