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.
Este curso forma parte de Programa especializado: Aspectos básicos de los negocios
282.197 ya inscrito
ofrecido por
Programa especializado: Aspectos básicos de los negociosUniversidad de PensilvaniaAcerca de este Curso
193.295 vistas recientes
Resultados profesionales del estudiante
28%
comenzó una nueva carrera después de completar estos cursos
30%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
12%
consiguió un aumento de sueldo o ascenso
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 1 de 6 en
Aprox. 10 horas para completar
Inglés (English)
Subtítulos: Árabe (Arabic), Francés (French), Portugués (europeo), Chino (simplificado), Italiano, Vietnamita, Alemán (German), Ruso (Russian), Inglés (English), Español (Spanish)
Habilidades que obtendrás
Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction
Resultados profesionales del estudiante
28%
comenzó una nueva carrera después de completar estos cursos
30%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
12%
consiguió un aumento de sueldo o ascenso
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 1 de 6 en
Aprox. 10 horas para completar
Inglés (English)
Subtítulos: Árabe (Arabic), Francés (French), Portugués (europeo), Chino (simplificado), Italiano, Vietnamita, Alemán (German), Ruso (Russian), Inglés (English), Español (Spanish)
ofrecido por
Universidad de Pensilvania
The University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies.
Programa - Qué aprenderás en este curso
2 horas para completar
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 participate in the discussion forums as your input will enhance the overall experience of this course!
2 horas para completar
7 videos (Total 80 minutos), 3 lecturas, 1 cuestionario
2 horas para completar
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 coming weeks will provide the foundation needed to build a customer centric outlook. If you want to read more about Professor Fader’s views on customer centricity, feel free to follow him on Twitter (@faderp). He regularly shares relevant perspectives and readings there.
2 horas para completar
9 videos (Total 81 minutos)
3 horas para completar
GO TO MARKET STRATEGIES: Communications Strategy & Fundamentals of Pricing
In this module, you will examine the critical marketing topic, “Go to Market Strategies.” Professor Jagmohan Raju has designed these lectures to help you gain a deep understanding of the role of communications in marketing strategy, fundamentals of pricing, and how to manage channel conflicts. You will explore the 7 Ms of developing a communication plan, learn how to measure price elasticity, and understand disruption in information delivery. By the end of this module, you’ll be able to use effective analytical tools to form a communications campaign and create appropriate access points to your brand for your customer.
3 horas para completar
15 videos (Total 173 minutos)
2 horas para completar
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 important aspects to understanding consumer behavior: what consumers perceive is what affects their actions, and what they perceive is not necessarily true! Professor Kahn unpacks customer behavior and perception and explores successful strategies for influencing both in this final required module of the course.
2 horas para completar
6 videos (Total 87 minutos)
Reseñas
Principales reseñas sobre INTRODUCTION TO MARKETING
por AS29 de abr. de 2021
Learnt a lot of concepts in marketing that were hiding in plain sight. I want to thank all the professors who were part of making this course and Wharton online for making this accessible to everyone.
por A16 de abr. de 2016
Excellent professors and depth of discussion, however there should be more additional material for reference and extension. Professor Kahn's sessions were outstanding (objective, fluid and practical).
por AT2 de dic. de 2015
Learned a lot of things in this course. Have already started changing the way I think about pricing in my current position. I hope we get the opportunity to apply these concepts in Capstone project.
por AT8 de jun. de 2017
This course enhanced my perspective, I took it parallel to my ongoing courese, the cases discussed in this module helped me to analyse the application of various marketing concepts. Thanks a lot...!
Acerca de Programa especializado: Aspectos básicos de los negocios
In this Specialization, you’ll develop basic literacy in the language of business, which you can use to transition to a new career, start or improve your own small business, or apply to business school to continue your education. In five courses, you’ll learn the fundamentals of marketing, accounting, operations, and finance. In the final Capstone Project, you’ll apply the skills learned by developing a go-to-market strategy to address a real business challenge.
Preguntas Frecuentes
¿Cuándo podré acceder a las lecciones y tareas?
¿Qué recibiré si me suscribo a este Programa especializado?
Is financial aid available?
¿Recibiré crédito universitario por completar el Curso?
¿Tienes más preguntas? Visita el Centro de Ayuda al Alumno.
