Learn the introductory theory and strategy behind marketing analytics that provides marketers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives.
Location analytics uses the locational component of business data to improve understanding of markets, customers, and business processes. Organizations throughout the world use location analytics to make better decisions and gain a competitive advantage. Learn how to apply location analytics in retail, finance, insurance, marketing, real estate, and other industries.
This course brings together two key subjects, International Marketing and Asia. It will provide the basic foundations of international marketing and explain them in the Asian context, more specifically marketing to Asia, marketing from Asia, and marketing with Asia (Asia as a brand). People who successfully complete this course will obtain the following outcomes: (1) a better understanding of marketing concepts in the specific context of companies and consumers in an important region. (2) for practitioners, acquire hands-on tools to apply these concepts to their products and target country markets. (3) learn that international marketing is about striking the right balance between maximizing the similarities across cultures (Etic approach) and customizing marketing (Emic approach) to important local differences, and (4) learn from interviews with experts, many of whom have decades of field and academic experience in marketing in Asia. This course will be unique in its focus on Asia-centered marketing and its integration of theory and practice.
Attract Talent to Your Organization with Social Media
Effective social media policy protects an organization from risk at the same time as it enables employees to develop more effective ways to accomplish work. Driving the implementation of social media policy is a great way for Human Resources (HR) and business leaders to demonstrate value with executive leadership.
Learn Digital and Social Media Marketing from five leading European universities using real industry case studies. Make yourself more employable in the digital marketing area or learn how to improve your organisation's online marketing strategy.
Learn the fundamentals of marketing by getting to the root of customer decision-making. Key topics include branding strategies (e.g., brand positioning, brand communications), customer-centric marketing strategy, and new market entry (e.g., channel strategy, marketing planning). After successfully completing this course, you can apply these skills to a real-world business challenge as part of the Wharton Business Foundations Specialization.
Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding - where brands are a visual identity and a promise to customers - to brands as a customer experience delivered by the entire organisation. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals.