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Introduction to Marketing ¦ Free online course

  • 30-04-2014 12:16pm
    #1
    Reedsie
    Registered Users, Registered Users 2 Posts: 562 ✭✭✭


    There's a fantastic free online course available on Coursera at the moment from the Wharton School of the University of Pennsylvania that I'm sure many in here would find useful and I'm sure most would learn from.

    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.
    Course Syllabus

    MODULE ONE: Branding
    Weeks 1 - 3

    1. Marketing Strategy and Brand Positioning
    2. Customer Decision Making and the Role of Brand
    3. Brand Communications and Repositioning

    MODULE TWO: Customer Centricity
    Weeks 4 - 6

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

    MODULE THREE: Go to Market Strategies
    Weeks 7 - 9

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


    It's totally free to join. Week 1 and Week 2 are online now which would allow you to get stuck right in.
    Lectures can be viewed online or from the Coursera app (Apple or Android).

    If you haven't heard of Coursera before it is well worth checking out. It's full of free courses covering a wide range of topics.



    LINK TO COURSE


Comments

  • #2
    Reedsie
    Registered Users, Registered Users 2 Posts: 562 ✭✭✭Reedsie


    And to give you an idea of what the course material involves here are the lecture breakdowns for Week 1 and Week 2.

    (Week 1) BRANDING: Marketing Strategy and Brand Positioning

    (1-a) Marketing 101: Building Strong Brands Part I (15:10)
    (1-b) Marketing 101: Building Strong Brands Part II (4:10)
    (2-a) Strategic Marketing (11:39)
    (2-b) [OPTIONAL] Strategic Marketing Flip Chart (11:05)
    (3) Segmentation and Targeting (12:45)
    (4) Brand Positioning (12:48)
    (5) Brand Mantra: The Elevator Speech (9:41)
    (6) Experiential Branding (13:24)

    (Week 2) BRANDING: Customer Decision Making and the Role of Brand

    (1) Shopper Marketing (4:22)
    (2) Shopping Process (5:27)
    (3) Information Search Stage (9:39)
    (4) Choice Overload (8:12)
    (5) Purchase Stage (8:15)
    (6) Post-Purchase (11:23)


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