About this Course
4.7
2,385 ratings
801 reviews
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 6 hours to complete

Suggested: 7 hours/week...
Available languages

English

Subtitles: English...

Skills you will gain

Social NetworkViral MarketingMarketingMarketing Strategy
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 6 hours to complete

Suggested: 7 hours/week...
Available languages

English

Subtitles: English...

Syllabus - What you will learn from this course

Week
1
Hours to complete
1 hour to complete

What Makes Ideas Sticky?

In this module, you'll start to learn what makes products, ideas, and behaviors contagious; in other words, why they catch on. You'll explore the science behind why some things become popular while others fail. You'll also discover the key principles, or six SUCCESs” factors that make messages stick. Finally, you'll learn how to make any idea more memorable, whether it’s a pitch to your boss or a lesson you want students to remember....
Reading
8 videos (Total 39 min), 1 quiz
Video8 videos
Contagious: How Things Catch On6m
Making Messages Stick3m
Simple4m
Unexpected6m
Concrete5m
Credible5m
Emotional Stories6m
Quiz1 practice exercise
Attributes of Stickiness Quiz20m
Week
2
Hours to complete
1 hour to complete

How Social Influence Shapes Behavior

In this module, you'll examine how social influence shapes everything people do: from the products we buy and candidates we vote for to the food we like and careers we pursue. You’ll learn how people use others to help them make choices and how companies leverage this power to shape the products and services we use. You'll discover when people are more likely to conform or do the same thing as others, and when they are more likely to diverge or do something different. At the end of this module, you'll understand how to avoid being influenced by others and how to use influence to make yourself more successful....
Reading
5 videos (Total 31 min), 1 quiz
Video5 videos
Normative Influence5m
Using Social Influence to Increase Success8m
When Social Influence is Anti-Social5m
Conformity or Divergence?3m
Quiz1 practice exercise
Theories and Practice of Social Persuasion Quiz20m
Week
3
Hours to complete
1 hour to complete

The Power of Word of Mouth

This module will teach you about the power of word of mouth. You’ll learn why word of mouth, or person to person communication, is 10 times as effective as traditional advertising. Further, you’ll discover why some products or ideas get talked about more than others. Why some online content goes viral or some things get more buzz. You’ll learn the six key STEPPS that drive people to share, and how by understanding those drivers, you can make anything more contagious....
Reading
8 videos (Total 53 min), 1 quiz
Video8 videos
Why Word of Mouth Matters6m
Social Currency8m
Triggers6m
Emotion8m
Public4m
Practical Value4m
Stories9m
Quiz1 practice exercise
Strategies for Effective Referrals Quiz20m
Week
4
Hours to complete
1 hour to complete

Social Networks

In this module, you'll learn what social networks are, and how they shape the spread of information and influence. How the patterns of social ties between people determine what we do, and what catches on. How people we’ve never even met can influence our tastes and preferences. You’ll learn about how strong and weak ties help get people jobs, and whether to concentrate or spread out marketing resources when launching a new product. By the end of this module, you'll not only be able to analyze the success of popular products, ideas, and services, but also apply these insights to make your own stuff more likely to catch on....
Reading
6 videos (Total 23 min), 1 quiz
Video6 videos
What are Social Networks?6m
How Networks Shape the Spread of Information5m
Sprinkler vs. Waterfall Strategies3m
Social Ties and Active Sharing5m
Course Conclusionm
Quiz1 practice exercise
Understanding Social Networking Behavior Quiz20m

Instructor

Avatar

Jonah Berger

Associate Professor of Marketing
The Wharton School

About University of Pennsylvania

The University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies. ...

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.