|
所在平台: Coursera |
课程主页: https://www.coursera.org/learn/wharton-contagious-viral-marketing
课程评论：没有评论
课程名称：《病毒营销与如何制作传播内容》 课程概述：你是否曾想过为什么有些东西会变得流行，而有些则不会？为什么一些产品成功，而其他的则失败？为什么某些想法会迅速传播，而其他则停滞不前？本课程将解答病毒营销背后的关键理念，教你如何应用这些理念来更有效地推广你的想法、品牌或产品。你将学习如何让想法更具传播性，如何增强影响力，如何生成更多的口碑，以及如何利用社交网络的力量传播信息与影响力。课程基于畅销书《传播：为何事物会流行》的原理，教授成功的策略，以帮助你在社交媒体或其他平台上创造更具分享性的营销活动。通过学习，你将更好地理解如何制作传播内容，打造更具粘性的消息，使任何产品、想法或行为都能得到广泛传播。 课程大纲： 1. **使想法具有吸引力的因素**：本模块探讨是什么导致产品、想法和行为变得流行，学习一些简单有效的原则，即六个“SUCCESs”因素，帮助你制作更令人难忘的信息，无论是向老板的提案还是课堂教学。 2. **社会影响如何塑造行为**：本模块研究社会影响如何决定人们的选择，包括购物、投票、饮食等，了解他人如何影响我们的决策，以及公司如何利用这种力量。你将学会识别何时更可能跟随他人，何时更可能采用与众不同的方法。 3. **口碑的力量**：模块教学口碑传播的重要性，了解口碑传播是传统广告的十倍有效，探讨为什么一些产品或想法更容易被谈论，学习驱动人们分享的六个关键因素，从而提高事物的传播性。 4. **社交网络**：本模块将揭示社交网络的定义及其如何影响信息和影响力的传播，研究社交关系网络如何影响我们的行为和选择，了解强连接和弱连接在职业发展中的作用。在本模块结束时，你将能分析热门产品、想法和服务的成功因素，并将这些见解应用到个人项目上，使其更易于传播。
Name:What Makes Ideas Sticky?
Description: 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.
Name:How Social Influence Shapes Behavior
Description: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.
Name:The Power of Word of Mouth
Description: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.
Name:Social Networks
Description: 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.
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.
