This graduate-level course is taught entirely in English, and is ideal for individuals with basic familiarity with business concepts. It recognizes that taking and maintaining a competitive advantage requires more than timing or a snap solution. It instead necessitates a thoughtful, well-implemented strategy. This course gives practitioners the tools and structures necessary to develop effective strategies.

Students will learn how to evaluate the success and modifications of their own strategies, as well as how to determine the source of a potential advantage. This source may encompass the internal, external, and dynamic fit of the strategy. Students will also be able to assess the impact of the moves of their competitors and how to maintain an advantage, while also understanding the factors that create and maintain competitive advantage. Upon finishing the course, students will have an idea of how to identify barriers to change, as well as how to implement a successful, advantageous edge.

The course syllabus will tackle basic questions such as, “What is strategy?” and also address the difference between organizational effectiveness and strategy. It will examine the importance of tradeoffs and the value chain, and also look at interactions among strategic choices.

This course is taught by David M. Knott, Professor of Management at The Wharton School of the University of Pennsylvania. The course is designed for busy working professionals and is offered entirely online. Graduates will earn continuing education credits that are often required for certifications and licensures.

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The Wharton School through in the University of Pennsylvania announces an exciting new program in the Fundamentals of Digital Marketing, Social Media, and E-Commerce. This program is designed to help students build the marketing skills necessary to succeed in a fast-paced digital economy.

Wharton has consistently been ranked as the number one school in the world for marketing education. The course is a six week course necessitating about two to three hours of work per week. It is self-paced and affordable (at just $585), making this an excellent option for working professionals or busy students.

The course prepares students by introducing them to the basic essential principles and practices of marketing. It is taught by Internet consumer shopping expert (and esteemed Wharton professor) David Bell. Interactions with this skilled professional will help you succeed as you learn the art and science of marketing in any business, from startups to established enterprise.

The course is rooted in business and management, but also instructs students on the Internet and related technologies (both fixed and mobile). Students will examine the relationship between business and social institutions, and related complications therein. They will be taught thoughtful approaches to navigate new and emerging companies and technologies.

The themes include behavioral foundations, new forms of interactions, tools and principles of digital marketing action, and new media platforms. Students will learn how to understand and manage the online landscape, as well as how to form a solid network and reputation within the industry. Students will also learn the real-world application of social media and digital marketing skills and how to market themselves and their products more efficiently.
This course is designed for current marketing professionals, new students, analysts, business owners (both small and large), and investors. It evolved and grew from a basic course offered at Wharton on digital marketing and e-commerce.

For more information, students should contact the Wharton School at (215) 898-5000.

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