About this Course
4.8
152 ratings
28 reviews
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Beginner Level

Beginner Level

Hours to complete

Approx. 10 hours to complete

Suggested: 4 weeks of study, 4-6 hours a week...
Available languages

Chinese (Simplified)

Subtitles: Chinese (Simplified), English, Spanish, Turkish
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Beginner Level

Beginner Level

Hours to complete

Approx. 10 hours to complete

Suggested: 4 weeks of study, 4-6 hours a week...
Available languages

Chinese (Simplified)

Subtitles: Chinese (Simplified), English, Spanish, Turkish

Syllabus - What you will learn from this course

Week
1
Hours to complete
2 hours to complete

(第 1 周)品牌塑造:市场营销战略和品牌定位

Kahn 教授将在本课程中讲授两个与品牌有关的模块,他首先将像我们介绍第一个模块:市场策略和品牌定位。如果您希望浏览本课程基本情况,请阅读下方的课程大纲。或者阅读课程页面获得额外信息。此外,我们希望您积极参与论坛讨论,因为您的参与将提升课程的整体学习体验!...
Reading
7 videos (Total 80 min), 3 readings, 1 quiz
Video7 videos
(1-b)市场营销基础课程:树立强势品牌第二部分 (4:10)4m
(2-a) 战略市场营销 (11:39)11m
(3) 市场细分和定位 (12:45)12m
(4) 品牌定位 (12:48)12m
(5) 品牌宣言:电梯简报 (9:41)9m
(6) 体验式品牌塑造 (13:24)13m
Reading3 readings
课程大纲10m
常见问题解答10m
阅读材料(可选)10m
Quiz1 practice exercise
测验 120m
Week
2
Hours to complete
2 hours to complete

(第 2 周)客户中心化:产品中心化思想的局限性;客户中心化的机会和挑战

课程第2模块由Peter Fader教授授课,他会主要介绍与以客户为中心相关的概念。当前市场要求我们对客户行为做出快速反应,因此我们必须懂得如何关注正确的客户,从而获得战略优势。接下来几周内容将介绍以客户为中心的基础知识。如果您希望进一步了解Fader教授针对以客户为中心的观点,您可以关注他的Twitter账号(@faderp)。他常常会在Twitter上分享相关看法和读物。...
Reading
9 videos (Total 81 min), 1 quiz
Video9 videos
(2) 产品中心化方法的缺陷 (9:49)9m
(3) 以数据为依托的业务模式 (4:26)4m
(4) 为直销喝彩三声 (3:51)3m
(5) 哪家公司采用客户中心化方法? (12:11)12m
(6) 什么是客户中心化? (11:28)11m
(7) 生活在客户中心化世界里 (14:48)14m
(8) 对客户中心化的更多反思 (3:21)3m
(9) 与客户中心化相关的问题 (6:00)6m
Quiz1 practice exercise
测验 220m
Week
3
Hours to complete
2 hours to complete

第 3 周)市场进入战略:线上/线下互动;如何找出领先用户并增强影响力和传染效应

David Bell 教授将从本周起为我们授课,我们也将开始学习第三个模块的内容!我们将转向“走向市场策略”这个重要主题。“走向市场”策略有着前所未有的多样化的选择,因为公司有机会通过多种平台吸引线上和线下的客户。Bell 教授曾经参与了几家激动人心创业公司的相关工作,他将以这些经验为例来讲解本周的教学内容。 ...
Reading
12 videos (Total 113 min), 1 quiz
Video12 videos
(2) 线上/线下竞争 (4:51)4m
(3) 难题 (4:39)4m
(4) “长尾”第一部分 (10:58)10m
(5) “长尾”第二部分 (9:55)9m
(6) 偏好分离 (14:36)14m
(7) 互联网销售创业公司的成长 (12:23)12m
(8) 客户和数字营销 (9:49)9m
(9) 影响力和信息传播方式 (11:02)11m
(10) 价格战略 1:简介 (11:14)11m
(11) 价格战略 2 - 客户因素 (12:29)12m
(12) 7ms (9:08)9m
Quiz1 practice exercise
测验 320m
Week
4
Hours to complete
3 hours to complete

(第 4 周)品牌塑造:有效的品牌沟通战略和重新定位战略

Kahn 教授将在第四模块重返课程,讲授第二个品牌营销模块,该模块将介绍有效品牌传播和重新定位的策略。我们需要了解客户如何理解品牌所传递的信息,因为这是理解消费者行为的关键:消费者的理解将影响其行为,而且他们的理解并非是真相!在课程最后一个模块中,Kahn 教授将揭示消费者行为和理解品牌的秘密,探讨如何向消费者传播正确的信息,以及如何有效地影响消费者行为。 ...
Reading
6 videos (Total 87 min), 1 quiz
Video6 videos
(2) 品牌要素:选择品牌名称 (19:57)19m
(3) 品牌要素:颜色和宣传词 (11:41)11m
(4) 品牌要素:包装 (10:09)10m
(5) 品牌要素:说服力 (13:59)13m
(6) 品牌重新定位 (18:58)18m
Quiz1 practice exercise
期末考试20m
4.8
28 ReviewsChevron Right

Top Reviews

By XLAug 20th 2018

It is a very useful course that provides me much information about Marketing, which helps me comprehend the field of market and management.

By CCJun 10th 2018

Very comprehensive and inspiring course. Gives you the basic framework of thinking about branding and marketing.

Instructors

Avatar

Barbara E. Kahn

Professor of Marketing and Director, Jay H. Baker Retailing Center
The Wharton School
Avatar

Peter Fader

Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
The Wharton School
Avatar

David Bell

Xinmei Zhang and Yongge Dai Professor, Professor of Marketing
Marketing

About University of Pennsylvania

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. ...

About the 商务基础 (中文版) Specialization

学习者需要选择一个(由华为公司提供的)实战商业机会,或者自己工作中的例子,仔细地评估,并清晰地表述给同学、沃顿教职员以及相关行业合作伙伴高管。 学习目标: 分析一个现实商业机会的收益与风险 提出一套如何利用这个商机的策略 准确并清晰地与他人交流你的分析和方案。学习者需要提供一个战略计划,以幻灯片或者视频的形式,展示针对这个商机的”市场进入”战略。 学习者需要明确商机的意义,分析其主要收益和风险,并提供一个“市场进入”方案,包含以下关键方面: 市场营销:针对新的产品,设计一个以消费者中心的传播/市场营销计划。 金融/财务:针对可行的项目,设计一个金融模型(比如净现金流模型),包含对成本和收益的预测。 运营管理:针对新项目,构建一个生产以及(或者)服务计划。...
商务基础 (中文版)

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.