你将学到什么
How to leverage new models in business and e-commerce to increase profitability
Successful Social media and digital marketing techniques
Real-world application of digital marketing and e-commerce methods
How to market yourself and your products more effectively and efficiently
课程概况
Marketing excellence is a prerequisite for success in any business, from startups to the world’s most established enterprises, yet the art and science of marketing is constantly evolving. Arm yourself with the essential principles and practices of marketing in the digital economy by making this course, taught by Internet consumer shopping expert and Wharton professor David Bell, an indispensable part of your knowledge base.
In this business and management course, you will gain an understanding of how the digital economy works and develop the critical insights necessary to succeed in e-commerce and digital and social media marketing.
The fixed and mobile Internet and related technologies exert a profound influence on how business and social institutions evolve, how they are challenged—and sometimes, even displaced. Companies that were non-existent a few short years ago, including Facebook, LinkedIn, and Uber, have dramatically changed how we interact, communicate and get from point A to B. Even Amazon and Google are relatively “young” by any measure. If you’re an entrepreneur, investor, manager, or student, you need thoughtful approaches to navigate and win in this new environment.
This course is organized around four broad themes and we will use relevant theory and analysis, as well as numerous practical examples to develop our key learning points.
The themes are:
Behavioral foundations for understanding and navigating the new online-offline landscape
New forms of interaction, including formation of networks and reputation building
Tools and principles of digital marketing action including online advertising on fixed and mobile devices
New media platforms and emergence of “organic” celebrities and communities
This course is beneficial to marketing professionals, analysts, entrepreneurs, small business owners, investors, and consumers This course evolved from the University of Pennsylvania’s Wharton School’s very first course on digital marketing and e-commerce.
This course is part of Wharton’s Digital Marketing Professional Certificate. For more information, see here.
课程大纲
Module 1: BEHAVIORAL FOUNDATIONS
Overall Introduction to the Course
Online-Offline Overview
New Business Models of the Digital Economy: Principles and Examples
Introduction to GRAVITY (Geography, Resistance, Adjacency, Vicinity, Isolation, Topography and You)
Module 2: NEW FORMS OF INTERACTION
Frictions and Commerce
Variety and the Digital Economy
Online-Offline Interaction and the Omni Channel World
Reputation and Reviews
Networks
Module 3: TOOLS AND PRINCIPLES
Introduction to Digital Marketing Assets
Digital Marketing Tools and Tactics: A Taxonomy
Online Advertising: Approaches and Principles
Earned and Integrated Media
Mobile Engagement
Module 4: NEW MEDIA PLATFORMS
Networks Effects
Social Advertising and Social Targeting
Viral Product Features and Viral Content
Organic Celebrity, Persuasion, and Sentiment
Online Community and Models of Influence
预备知识
No specific prior knowledge is necessary, but a knowledge in marketing concepts around segmentation, branding, and customer analysis would be helpful.
