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MAIN CATEGORY(S) OF THIS COURSE
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This course was ranked in the Top 100 Best Courses on Coursera, based on its high ratings and large number of ratings.
ABOUT THIS COURSE
Taught by three of Wharton's top professors in the marketing department, consistently ranked the number one marketing department in the world, this course covers three core topics in customer loyalty: brand development, customer focus, and strategies. marketing practices. You will learn the key principles in: Brand: Brand equity is one of the key elements in retaining customers in a dynamic world where new businesses are constantly emerging. - Customer centricity: it is not synonymous with customer service, custo
DESCRIPTION
Taught by three of Wharton's top professors in the marketing department, consistently ranked the number one marketing department in the world, this course covers three core topics in customer loyalty: brand development, customer focus, and strategies. marketing practices.
You will learn the key principles in: Brand: Brand equity is one of the key elements in retaining customers in a dynamic world where new businesses are constantly emerging.
- Customer Focus: Not synonymous with customer service, customer focus begins with customer focus and needs gathering.
- Marketing strategies: understand the factors that influence customers and see how they are implemented before making an investment.
Complete this course as part of the Wharton Business Fundamentals specialization, and we'll have the opportunity to take the Capstone Project and prepare a strategic analysis and solution proposal for an actual business challenge from Wharton-governed companies like Shazam and SnapDeal or for a challenge facing your own company or organization.
Wharton-trained staff will evaluate the best submissions, and leadership teams from Shazam and SnapDeal will review the highest-scoring projects prepared for their companies.
CHARACTERISTICS OF THIS COURSE
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Created by:Coursera
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Position Top 100 platform courses:
60
CONTENTS OF THIS COURSE
Professor Kahn begins with the first of two Branding modules: Marketing Strategy and Brand Positioning. For an overview of all the concepts covered in the course, please read the syllabus below. Additional information can be found on the course pages. Please participate in the discussion forums as your feedback will improve the overall experience of this course!
Module 3 of our class introduces Professor Peter Fader who will focus on concepts related to Customer Centricity. In an economy that is increasingly responsive to customer behaviors, targeting the right customers for strategic advantage is imperative. The next few weeks will provide the foundation needed to build a customer-centric perspective. If you'd like to read more of Professor Fader's views on customer focus, feel free to follow him on Twitter (@faderp). There he regularly shares perspectives and relevant readings.
In this module, you will examine the foundational 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, the fundamentals of pricing, and how to manage channel conflicts. He will explore the 3 M's of developing a communication plan, learn how to measure price elasticity, and understand information delivery disruptions. By the end of this module, he will be able to use effective analytical tools to form a communication campaign and create suitable access points to his brand for his client.
Professor Kahn is back in this fourth module, the second of her Branding Modules, which covers effective brand communication strategies and repositioning strategies. Understanding how customers perceive your brand messaging and marketing is one of the most important aspects of understanding consumer behavior: what consumers perceive is what affects their actions, and what they perceive is not necessarily true! Professor Kahn analyzes client behavior and perception and explores successful strategies for influencing both in this final required module of the course.
These short lectures apply the marketing principles taught in the course to current examples. The content of these lectures can deepen your understanding of course concepts, but will not be directly assessed on quizzes or exams.
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Data science, business and personal development. You can enroll in multiple courses at once, earn unlimited certificates, and learn in-demand job skills to start, grow, and even change careers.
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Barbara E Kahn
Instructor rating 4,77/5 (1.079 ratings)Info
Professor of Marketing and Director, Jay H. Baker Retailing Center
my person_add 292.632 students
my computer3 courses
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COOKING CLASS DETAILS
- DELIVERY SCHEDULE: Study at your own pace and availability
- VIDEO HOURS: Approx. 10 hours to complete
- ACCESS TIME Access to content after completing the course
Who develops this course?
University of Pennsylvania
The University of Pennsylvania (commonly known 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 is considered the first university in the United States with undergraduate and graduate studies.
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