What you'll learn
BRANDING: Marketing Strategy and Brand Positioning
CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity
GO TO MARKET STRATEGIES: Online-Offline Interaction & How to Find Lead Users and Facilitate Influence and Contagion
BRANDING: Effective Brand Communications Strategies and Repositioning Strategies
Applied Marketing (Optional)
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.
Access to a computer or mobile device with an internet connection.
Motivation to learn!
There are no special materials or prerequisite knowledge required for this course.
Who this course is for
Students who are new to this field
Students willing to put in a couple hours to learn about Introduction to Marketing
Advanced students wanting to add another skill to their portfolio
Barbara E. Kahn – Professor of Marketing and Director, Jay H. Baker Retailing Center – The Wharton School
David Bell – Xinmei Zhang and Yongge Dai Professor, Professor of Marketing – Marketing
Peter Fader – Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative – The Wharton School
This course includes
Option for learning at your own pace
Videos and reading material about the course
Assessed tasks with feedback from other course participants
Evaluated tests with feedback
Evaluated programming tasks