BRANDING: Marketing Strategy and Brand Positioning-Course Pages
Syllabus
FAQ
Additional Readings
BRANDING: Marketing Strategy and Brand Positioning-BRANDING: Marketing Strategy and Brand Positioning
Marketing 101: Building Strong Brands Part I
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Marketing 101: Building Strong Brands Part II
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Strategic Marketing
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Segmentation and Targeting
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Brand Positioning
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Brand Mantra: The Elevator Speech
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Experiential Branding
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CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity-CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity
From Product-Centric to Customer-Centric Management
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Cracks in the Product-Centric Approach
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Data-Driven Business Models
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Three Cheers for Direct Marketing
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Which Firms Are Customer Centric?
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What is Customer Centricity?
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Living in a Customer-Centric World
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More Reflections on Customer Centricity
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Questions on Customer Centricity
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GO TO MARKET STRATEGIES: Communications Strategy & Fundamentals of Pricing-GO TO MARKET STRATEGIES: Online-Offline Interaction & How to Find Lead Users and Facilitate Influence and Contagion
Designing a Communications Campaign
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Key Trends
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Media Planning
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Pricing
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Understanding Price Sensitivity
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Measuring Price Elasticity
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Psychological Aspects of Pricing
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Analytic Foundations for Pricing
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Economic Value to the Customer
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Creating Customer Access
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Disruption in Information Delivery
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Managing Channel Conflict
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Online Retailing and E-Commerce
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Digital Marketing Foundations
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Summary
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BRANDING: Effective Brand Communications Strategies and Repositioning Strategies-BRANDING: Effective Brand Communications Strategies and Repositioning Strategies
Brand Messaging & Communication
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Brand Elements: Choosing a Brand Name
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Brand Elements: Color & Taglines
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Brand Elements: Packaging
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Brand Elements: Persuasion
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Repositioning a Brand
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Applied Marketing (Optional)-Applied Marketing
The Brand Named Jennifer
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Awesomeness TV
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Playboy in China
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Crocs
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Barriers to, and Challenges of, Customer Centricity
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Pay It Forward: Google and Others
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CLV: Electronic Arts
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Rewarding CLV: Merial
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Customer Analytics Initiative
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New Start-ups in Customer Centricity
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