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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

Rinomato professore di marketing alla Wharton School, Berger è uno studioso dell'influenza umana e un esperto di come le persone prendono le decisioni, di come le idee si diffondono e di come l'influenza sociale modella il comportamento.

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

  • Capire come funziona l'influenza nelle organizzazioni e nei settori industriali
  • Capire i vostri clienti e imparare a usare le emozioni come forza motrice delle loro decisioni.
  • Conoscere gli strumenti per rendere più efficiente il marketing e la comunicazione
  • Imparare a fornire valore pratico per influenzare positivamente i clienti

Structure and format

Un'esperienza unica di apprendimento digitale
Moduli e lezioni facili da seguire
Valutazione e revisione
Corso 100% online
Ottenere la certificazione: diploma da caricare sulle vostre reti professionali

MODULES

MODULO 1. INTRODUZIONE ALL'INFLUENZA E ALLA CENTRALITÀ DEL CONSUMATORE
  • 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
MODULO 2. PASSARE DALLA COMPRENSIONE ALL'INFLUENZA
  • 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
MODULO 3. SFRUTTARE LA MONETA SOCIALE
  • 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
MODULO 4. COME USARE I TRIGGER E LE EMOZIONI
  • 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
MODULO 5. RENDERE PUBBLICO E PRATICO IL VOSTRO MARCHIO
  • 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
MODULO 6. SFRUTTARE IL POTERE DELLE STORIE
  • Building a Trojan horse
  • Key Trojan horse ingredients
  • Conclusions
  • LESSONS LEARNED: Module 6

JOIN THOUSANDS OF BUSINESS LEADERS WORLDWIDE

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