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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

Professor de renome de marketing na Wharton School, Berger é um estudioso da influência humana e um especialista em como as pessoas tomam decisões, como as ideias se espalham e como a influência social molda o 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

  • Compreender como funciona a influência nas organizações e indústrias
  • Compreender os seus clientes e aprender a utilizar as emoções como a força motriz da sua tomada de decisão
  • Conhecer as ferramentas para tornar o marketing e a comunicação mais eficientes
  • Aprender a fornecer valor prático para influenciar positivamente os clientes

Structure and format

Uma experiência única de aprendizagem digital
Módulos e lições fáceis de seguir
Avaliação e revisões
Curso 100% online
Obter certificação: diploma a ser carregado nas suas redes profissionais

MODULES

MÓDULO 1. UMA INTRODUÇÃO À INFLUÊNCIA E À CENTRALIDADE NO 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. PASSAR DA COMPREENSÃO À INFLUÊNCIA
  • 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
LIÇÕES APRENDIDAS: Módulo 2
  • 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. COMO USAR GATILHOS E EMOÇÕES
  • 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. TORNAR A SUA MARCA PÚBLICA E PRÁTICA
  • 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. APROVEITAR O PODER DAS HISTÓRIAS
  • Building a Trojan horse
  • Key Trojan horse ingredients
  • Conclusions
  • LESSONS LEARNED: Module 6

JOIN THOUSANDS OF BUSINESS LEADERS WORLDWIDE

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