Our faculty will distill this knowledge … Wharton@Work Category Archive: Marketing @Work Category: Marketing. "The other eight rules consist of expanding the role of branding in the global portfolio, leveraging consumers as co-producers through customization, using creative pricing in the digital marketplace, creating an anytime/anyplace distribution and integrated supply chain, replacing advertising with integrated and interactive marketing communication and education and entertainment, reinventing marketing research and modeling with a knowledge creation and dissemination engine, using adaptive experimentation, and redesigning your business’ strategy process and supporting organizational architecture."He notes that a related concept, which he calls "customerization," goes a step further by combining mass customization with customized marketing, giving consumers the ability to design products and service offerings. In the Winter 2014 print edition of Wharton Magazine, we tested your marketing vocabulary with terms straight out of a Wharton student’s textbook.Here are the answers to the crossword puzzle. We focus first on the fundamentals of digital marketing — the behaviors we aim to shape — and then on the strategies and tactics required. The online Digital Marketing Certificate program is delivered by world-renowned professors at the Wharton School, home of one of the top marketing programs in the country. "Companies that cannot meet their demands and expectations will be at a loss," says Wind.Ten rules capture the new style of digital marketing. Targeting, customization, all of these things are now operational but only if you use the data efficiently.Peter Fader: There are a lot of jobs out there that really demand these kind of digital marketing skills, but a lot of job seekers who don’t necessarily have them. Skip the Trends: Marketing Starts with Strategy. "The data base, which is augmented with external data including Internet usage, offers the potential for targeting individual customers and developing and offering each customer the products and services that will maximize his or her lifetime value to the firm."To begin with, say the authors, the rapid-fire growth of the Internet is helping to drive changes. But an airline brand that relies on low prices and on time performance may be eroded because the information it conveys about budget prices and on-time service can be determined through easily conducted information searches."In an excerpt from the new edition of his book 'Customer Centricity,' Wharton’s Peter Fader describes how Starbucks has pivoted in recent years to capture more information about its customers – especially lovers of pumpkin spice lattes. Interact with and learn from leading experts on how products, ideas, and behaviors catch on. "How are consumers going to deal with the clutter resulting from every company’s desire to develop a one-to-one relationship with them? In the digital economy we have this ability to speak directly to a customer and start a relationship in a way that we couldn’t do even five years ago, and certainly not 10 or 20.Raghuram Iyengar: There are lots and lots of interesting opportunities out there, but if you think about people who fill in and exploit those opportunities, they need a different type of skillset.Companies like Facebook and Uber have dramatically changed how we interact and get from point A to B.
I set out to find a quality executive-level program from a school with a strong reputation for entrepreneurship and analytics and with a thought-leadership faculty — Wharton met all my requirements and was the only one who offered a program focused exclusively on digital marketing at the executive level.Research Interests: Pricing, social influence, social networks Having gone through this program at Wharton, I now have the resources to defend and build this understanding with clients and management.I earned my Executive MBA from the Anderson School at UCLA back in 2003. So getting this certificate is a great way to get up to speed, have a good time and prepare for the ever-changing future.Raghuram Iyengar: Completing the Digital Marketing Certificate will help professionals in two ways. Whether you’re a young entrepreneur, big business executive, or non-profit leader, this course can help you better sell your organization’s ideas.If word of mouth is 10 times as effective as traditional marketing, then how can you get people to talk about and share your product or service?Research Interests: Pricing, social influence, social networksResearch Interests: Word of mouth, social influence, viral marketing, natural language processingJonah Berger: I think in addition to the traditional digital marketing tools we’re talking about, there’s also a lot of useful add-ons that will help you update your skills more broadly.Jonah Berger: Whether you’re a younger person looking to cut into an industry or find a larger range of job offers, or you’re an older individual who’s been around for a while and wants to update your skillset to stay relevant, I think digital marketing is a useful toolkit to do that.Research Interests: Lifetime value of the customer, sales forecasting for new products, behavioral dataDavid Bell: Digital marketing skills are really critical in today’s workplace, whether or not we’re talking about a large global Fortune 500 firm or just a new startup with three or four people.
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