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Course on How To Influence Consumer Behavior with Jonah Berger

How To Influence Consumer Behavior

In this course, divided into three modules, Charlene Li, a leading expert in digital transformation and disruptive growth strategies, will impart the keys needed to be disruptive and see each new wave of change as an opportunity for exponential growth.

ABOUT Jonah Berger

Catedrático de marketing de renombre en la Wharton School, Berger es un estudioso de la influencia humana y un experto en cómo las personas toman decisiones, cómo difunden las ideas y cómo la influencia social moldea el comportamiento.

He has shared his ideas in the bestselling books Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behavior. Having spent over 15 years studying how social influence works and how it drives products, Berger has helped drive new product adoption, sharpen effective messaging, and develop marketing strategy at organizations large and small.

WHAT YOU’LL LEARN

  • Comprender cómo funciona la influencia en organizaciones e industrias
  • Comprenda a sus clientes y aprenda a utilizar las emociones como motor de su toma de decisiones.
  • Conozca las herramientas para que el marketing y la comunicación sean más eficaces
  • Aprender a aportar valor práctico para influir positivamente en los clientes

Structure and format

Una experiencia única de aprendizaje digital
Módulos y lecciones fáciles de seguir
Evaluación y revisiones
Curso 100% en línea
Consigue la certificación: diploma para subir a tus redes profesionales

MODULES

MÓDULO 1. INTRODUCCIÓN A LA INFLUENCIA Y A LA CENTRALIDAD DEL CONSUMIDOR
  • Which is tastier?
  • Why great companies make what they can sell?
  • Why We Have to Question Everything
  • Decoding consumer behavior
  • Who is your competition?
  • The status quo bias
  • The timing of costs and benefits
  • LESSONS LEARNED: Module 1
MÓDULO 2. DE LA COMPRENSIÓN A LA INFLUENCIA
  • The impact of word of mouth
  • How word of mouth works
  • Why people talk and share
  • Introducing the STEPPS framework
  • Controlling the message vs shaping the message
  • LESSONS LEARNED: Module 2
MÓDULO 3. APROVECHAR LA MONEDA SOCIAL
  • The secret about secrets
  • What we can learn from what we share
  • How to make customers feel like insiders
  • Scarcity and exclusivity
  • Finding inner remarkability
  • LESSONS LEARNED: Module 3
MÓDULO 4. CÓMO UTILIZAR LOS DESENCADENANTES Y LA EMOCIÓN
  • Camels and commerce
  • What are triggers?
  • Going beyond frequency: four key questions
  • When we care we share
  • Emotions vs numbers
  • Building a connection
  • Are some emotions better than others?
  • LESSONS LEARNED: Module 4
MÓDULO 5. HACER SU MARCA PÚBLICA Y PRÁCTICA
  • Build to show, build to grow
  • Social proof
  • Give people news they can use
  • Content marketing
  • Applying the rule of 100
  • LESSONS LEARNED: Module 5
MÓDULO 6. APROVECHAR EL PODER DE LAS HISTORIAS
  • Building a Trojan horse
  • Key Trojan horse ingredients
  • Conclusions
  • LESSONS LEARNED: Module 6

JOIN THOUSANDS OF BUSINESS LEADERS WORLDWIDE

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