Viral Marketing: Craft Contagious Content
Learn the science of viral marketing. Discover key principles to create shareable content and leverage social networks for effective campaigns.
Learn the science of viral marketing. Discover key principles to create shareable content and leverage social networks for effective campaigns.
This course, taught by Professor Jonah Berger of the University of Pennsylvania, explores the science behind viral marketing and how to craft contagious content. Drawing from his best-selling book "Contagious: Why Things Catch On," Professor Berger guides learners through the key principles that make ideas, products, and behaviors catch on. The curriculum covers four main areas: creating sticky messages, understanding social influence, harnessing the power of word of mouth, and leveraging social networks. Through a combination of theory, case studies, and practical examples, participants learn how to increase their influence, generate more word of mouth, and use social networks to spread information effectively. By the end of the course, learners will have a comprehensive understanding of how to create viral marketing campaigns and make their content more shareable.
4.8
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English
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What you'll learn
Understand the science behind why some things become popular while others fail
Apply the six "SUCCESs" factors to make messages more memorable and impactful
Learn how social influence shapes consumer behavior and decision-making
Discover the six key STEPPS that drive people to share content
Understand how to leverage word of mouth for more effective marketing
Analyze how social networks affect the spread of information and influence
Skills you'll gain
This course includes:
2 Hours PreRecorded video
4 assignments
Access on Mobile, Tablet, Desktop
FullTime access
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There are 4 modules in this course
This course provides a comprehensive exploration of viral marketing and the creation of contagious content. Over four modules, learners discover the science behind why certain ideas, products, and behaviors catch on while others fail. The curriculum begins by examining the key principles that make messages "sticky" and memorable. It then delves into the power of social influence, exploring how people's behavior is shaped by others and how marketers can leverage this knowledge. The third module focuses on word of mouth marketing, revealing the six key STEPPS that drive people to share content. The final module explores how social networks shape the spread of information and influence. Throughout the course, real-world examples and case studies illustrate these concepts, providing practical insights for creating more shareable and impactful marketing campaigns.
What Makes Ideas Sticky?
Module 1 · 1 Hours to complete
How Social Influence Shapes Behavior
Module 2 · 1 Hours to complete
The Power of Word of Mouth
Module 3 · 1 Hours to complete
Social Networks
Module 4 · 0 Hours to complete
Fee Structure
Payment options
Financial Aid
Instructor
Jonah Berger, Marketing Professor at the University of Pennsylvania
Jonah Berger is a Marketing Professor at the Wharton School of the University of Pennsylvania and an internationally bestselling author renowned for his expertise in word of mouth, social influence, and consumer behavior. He has published extensively, including his popular books Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behavior, which have sold over a million copies worldwide. Berger teaches Wharton’s highest-rated online course and consults for major companies like Apple, Google, and Coca-Cola. His research and insights frequently appear in prestigious publications such as The New York Times and Harvard Business Review. He offers courses on topics like Viral Marketing and How to Craft Contagious Content and Removing Barriers to Change, helping students understand how ideas and behaviors spread in today’s digital landscape.
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4.8 course rating
5,185 ratings
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