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assignment Level : Intermediate
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Key Information

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timer 12 hours in total

About the content

Word of mouth is 10x as effective as advertising, and companies are shifting more of their marketing dollars to social media and word of mouth marketing as a result. Small businesses and entrepreneurs want to help their businesses grow but don’t have the money for big marketing campaigns. Word of mouth can help them grow for less money. But for all these efforts to be successful, managers have to understand how to get people to talk and share.

This course provides a step-by-step guide to getting anything to catch on.

  • How does a product’s name, price, or other attributes change how people perceive it?
  • What makes ideas memorable and message stick?
  • How can we increase our influence and shape others’ behavior?
  • Why is word of mouth ten times as effective as traditional advertising and how can we get people to talk about and share our product or idea?
  • How can we leverage the power of social media and what are the right metrics to pay attention to?

You’ll learn the answer to these, and numerous other questions, while learning how all sorts of different businesses, from B2C to B2B, for-profits to non-profits, and large to small, have applied these insights to drive their success.

By the end of this course you’ll be able to craft contagious content, build stickier messages, leverage social media, and make any product or idea catch on. Whether you’re a budding entrepreneur, an employee in a big business, or leading a non-profit, this course will provide a roadmap to help you make your stuff more successful.

This course is especially useful for:

  • Marketing managers
  • Small business owners
  • Product managers
  • Entrepreneurs or start-up founders
  • Leading a non-profit
  • Social media managers
  • Advertising executives

This course is part of Wharton's Digital Marketing Professional Certificate. For more information, see here.

  • Make messages stick
  • Generate more word of mouth
  • Get your products, ideas, and messages to catch on
  • Leverage the power of social media
  • Influence others more effectively

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Prerequisite

Basic marketing concepts

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Syllabus

Module 1: Consumer Psychology: Exposure, Perception, Memory Exposure Attention Perception Memory Retrieval

Module 2: What Makes Ideas Sticky 
Simple Unexpected Concrete Credible Emotion Stories  

Module 3: How Social Influence Shapes Behavior
Conformity Do      People Always Do the Same as Others? Implications of Divergence

Module 4: The Power of Word of Mouth
What Drives Word of Mouth Social Currency Triggers Emotion Public Practical Value Stories Summary

Module 5: Social Networks Network Effects How Networks Shape the Spread of Information Who to Target Types of Ties
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Instructors

Jonah Berger
Associate Professor at the Wharton School
The Wharton School of the University of Pennsylvania

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Content Designer

The Wharton School of the University of Pennsylvania
The Wharton School of the University of Pennsylvania
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Platform

Edx

Harvard University, the Massachusetts Institute of Technology, and the University of California, Berkeley, are just some of the schools that you have at your fingertips with EdX. Through massive open online courses (MOOCs) from the world's best universities, you can develop your knowledge in literature, math, history, food and nutrition, and more. These online classes are taught by highly-regarded experts in the field. If you take a class on computer science through Harvard, you may be taught by David J. Malan, a senior lecturer on computer science at Harvard University for the School of Engineering and Applied Sciences. But there's not just one professor - you have access to the entire teaching staff, allowing you to receive feedback on assignments straight from the experts. Pursue a Verified Certificate to document your achievements and use your coursework for job and school applications, promotions, and more. EdX also works with top universities to conduct research, allowing them to learn more about learning. Using their findings, edX is able to provide students with the best and most effective courses, constantly enhancing the student experience.

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Published on October 21, 2017
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