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Marketing Strategy & Customer Centricity

The document is a course schedule for an online marketing course offered through Coursera. It lists the weekly topics to be covered in the course, including branding, customer decision making, brand communications strategies, customer centricity, and a case study. For each weekly topic, it provides the titles and lengths of the individual video lectures to be viewed. The course appears to cover key concepts in marketing like branding, customer behavior, and shifting from a product-centric to customer-centric approach.

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anupamnagpal
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449 views3 pages

Marketing Strategy & Customer Centricity

The document is a course schedule for an online marketing course offered through Coursera. It lists the weekly topics to be covered in the course, including branding, customer decision making, brand communications strategies, customer centricity, and a case study. For each weekly topic, it provides the titles and lengths of the individual video lectures to be viewed. The course appears to cover key concepts in marketing like branding, customer behavior, and shifting from a product-centric to customer-centric approach.

Uploaded by

anupamnagpal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 3

5/26/2014

| Coursera

Video Lectures

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Having trouble viewing lectures? Try changing players. Your current player format is html5. Change to
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(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)

(Week 3) BRANDING: Effective Brand Communications Strategies


and Repositioning Strategies
(1) Brand Messaging & Communication (12:08)

(2) Brand Elements: Choosing a Brand Name (19:57)

https://class.coursera.org/marketing-002/lecture

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5/26/2014

| Coursera

(3) Brand Elements: Color & Taglines (11:41)

(4) Brand Elements: Packaging (10:09)

(5) Brand Elements: Persuasion (13:59)

(6) Repositioning a Brand (18:58)

(Week 4) CUSTOMER CENTRICITY: The Limits of Product-Centric


Thinking
(1) From Product-Centric to Customer-Centric Management (15:25)


(2) Cracks in the Product-Centric Approach (9:49)

(3) Data-Driven Business Models (4:26)

(4) Three Cheers for Direct Marketing (3:51)

(5) Which Firms Are Customer Centric? (12:11)

(Week 5) CUSTOMER CENTRICITY: The Opportunities and Challenges


of Customer Centricity
(1) What is Customer Centricity? (11:28)

(2) Living in a Customer-Centric World (14:48)

(3) More Reflections on Customer Centricity (3:21)

(4) Questions on Customer Centricity (6:00)

(Week 6) CUSTOMER CENTRICITY: How Can Customer Centricity Be


Profitable?
(1) How Can Customer Centricity Be Profitable? (19:02)

(2) Customer Retention (18:24)

(3) Customer Development (3:07)

(4) Customer Development Part II (14:02)

(5) Wrap-Up (12:25)

(6) Conclusion (8:27)

Quidsi Case Study


https://class.coursera.org/marketing-002/lecture

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5/26/2014

| Coursera

Intro - David Bell (4:32)

Part 1 (4:28)

Part 2 (2:23)

Part 3 (1:02)

Part 4 (2:27)

Part 5 (6:06)

Part 6 (3:19)

Part 7 (1:13)

Part 8 (1:28)

Part 9 (2:51)

Part 10 (1:55)

Part 11 (4:35)

Part 12 (4:04)

Part 13 (4:49)

https://class.coursera.org/marketing-002/lecture

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