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关键信息

credit_card 585€
timer 总共12个小时

关于内容

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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前提

Basic marketing concepts

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课程大纲

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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教师

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

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内容设计师

The Wharton School of the University of Pennsylvania
The Wharton School of the University of Pennsylvania
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平台

Edx

EdX est une plateforme d'apprentissage en ligne (dite FLOT ou MOOC). Elle héberge et met gratuitement à disposition des cours en ligne de niveau universitaire à travers le monde entier. Elle mène également des recherches sur l'apprentissage en ligne et la façon dont les utilisateurs utilisent celle-ci. Elle est à but non lucratif et la plateforme utilise un logiciel open source.

EdX a été fondée par le Massachusetts Institute of Technology et par l'université Harvard en mai 2012. En 2014, environ 50 écoles, associations et organisations internationales offrent ou projettent d'offrir des cours sur EdX. En juillet 2014, elle avait plus de 2,5 millions d'utilisateurs suivant plus de 200 cours en ligne.

Les deux universités américaines qui financent la plateforme ont investi 60 millions USD dans son développement. La plateforme France Université Numérique utilise la technologie openedX, supportée par Google.

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发布于 2017年10月21日
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