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Introduction to Marketing
МООК
en
Английский
Subtitles available
20 h
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- Self-paced
- Free Access
- Fee-based Certificate
- 5 Sequences
- Introductive Level
- Субтитры доступны на Ukrainian, Chinese, Vietnamese, Turkish, Japanese
Course details
Syllabus
- Week 1 - 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 parti... - Week 2 - 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... - Week 3 - 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 ... - Week 4 - 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 import... - Week 5 - Applied Marketing (Optional)
These short lectures apply marketing principles taught in the course to current examples. Content in these lectures may deepen your understanding of course concepts, but won't be tested directly on the quizzes or exam.
Prerequisite
None.
Instructors
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
Marketing
Editor
L'université de Pennsylvanie (communément appelée Penn) fondée en 1740 est une université privée située à Philadelphie, en Pennsylvanie, aux États-Unis. Membre de l'Ivy League, Penn est la quatrième plus ancienne institution d'enseignement supérieur des États-Unis et se considère comme la première université des États-Unis à proposer des études de premier et de deuxième cycle.
Platform
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