课程概况
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.
课程大纲
第 1 周 BRANDING: Marketing Strategy and Brand Positioning
Course Pages
BRANDING: Marketing Strategy and Brand Positioning
Quiz: Quiz #1
第 2 周 CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity
CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity
Quiz: Quiz #2
第 3 周 GO TO MARKET STRATEGIES: Online-Offline Interaction & How to Find Lead Users and Facilitate Influence and Contagion
GO TO MARKET STRATEGIES: Online-Offline Interaction & How to Find Lead Users and Facilitate Influence and Contagion
Quiz: Quiz #3
第 4 周 BRANDING: Effective Brand Communications Strategies and Repositioning Strategies
BRANDING: Effective Brand Communications Strategies and Repositioning Strategies
Final Materials
Quiz: Final Exam
第 5 周 Applied Marketing(Optional)
Applied Marketing
