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Coursera – An Introduction to Marketing

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Coursera - An Introduction to Marketing

Coursera - An Introduction to Marketing 

MP4 | 960 x 540 (1.778) @ 25 fps + Lecture Notes in PDF | Language: English | 1.7 GB

Genre: eLearning in Business & Management

This Wharton course will teach the fundamentals of marketing by getting to the root of customer decision making. The course will focus on branding strategies, customer centricity and new market entry.

About the Course

This course is part of the Wharton foundation series in the MOOC format. It is taught by three of Wharton's top faculty in the marketing department, which is consistently ranked as the #1 marketing department in the world. This course features on-location videos and debates between the three professors.

The three core topics focus on customer loyalty. The first is about branding: given a very disparate world in which new startups are emerging constantly, brand equity is one of the key elements of keeping customers so that they have a trusted source for their needs. The second topic is customer centricity, which is taught in a global context where students learn how to gather needs and focus on the customer via discussion forums and empirical examples which are advanced by the mix of cultures in the course. Finally, the course explores practical, go-to-market strategies to help students understand the drivers that influence customers and see how these are implemented prior to making an investment.

Watch this video to learn more about the Wharton Foundation Series on Coursera:

http://www.youtube.com/watch?v=SgS3AJCe6i8

Course Syllabus

MODULE ONE: Branding
Weeks 1 - 3


Marketing Strategy and Brand Positioning
Customer Decision Making and the Role of Brand
Brand Communications and Repositioning

MODULE TWO: Customer Centricity
Weeks 4 - 6


Establishing Competitive Advantage through Customer Centricity
How Can Customer Centricity be Profitable?
Vocabulary of Customer Centricity and Customer Relationship Management (CRM)

MODULE THREE: Go to Market Strategies
Weeks 7 - 9


Omni-Channel Strategy and Online-Offline Interaction
How to Find Lead Users and Facilitate Influence and Contagion
Social Targeting, Social Advertising and Persuasion

Coursera - An Introduction to Marketing

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  1. Coursera – 市场营销导论 这部沃顿商学院的课程将会通过讲解客户决策制定的根源讲解市场营销的基础知识。课程集中于品牌策略、顾客中心以及新市场的进入。 本课程是沃顿商学院一系列慕课中的一部分。由沃顿的市场营销系顶级教师讲授,课程连续排名全世界第一。课程以随堂的视频和三名教授之间的讨论为特点。 三个核心主题集中于顾客忠诚度上。第一个是关于品牌的:在当今这个非常碎片化的世界中,新的初创公司层出不穷,品牌作为顾客信任并且满足他们需求的工具,是留下顾客的重要元素之一。第二个主题是关于顾客为中心的,课程内容设置在全球背景下,学生学习如何收集需求以及通过讨论组和实际的例子集中于顾客,这体现出了本课程的文化多元化。最后,客场探讨实用的、可以立即应用的策略来帮助学生理解影响顾客的驱动力,以及了解这些在做出投资之前是如何实施的。
    wilde(特殊组-翻译)2年前 (2015-01-16)