• Length:
    6 Weeks
  • Effort:
    2–4 hours per week
  • Price:

    Add a Verified Certificate for $199 USD

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  • Course Type:
    Self-paced on your time

Associated Programs:


Familiarity with basic business concepts
This is a graduate level course

About this course

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In this course, you’ll learn how technology has enabled firms to fundamentally change how they connectwith their customers. Professors Christian Terwiesch and Nicolaj Siggelkow of the Wharton School havedesigned this course to help you explore the impact of connected strategies and business opportunitiesassociated with those strategies. Through study and analysis of both the innovation framework andvalue proposition, you’ll learn how Connected Customer Experience and the Connected Delivery Modelscan be utilized in a myriad of industry and business models. You’ll also explore different types ofconnected customers/producers and examples of connected strategy and evaluate existing technologiesthat can inform the design of connected relationships. By the end of this course, you’ll be able toidentify different types of connected strategies and opportunities in a variety of business models so youcan employ best practices and achieve success within your organization.

What you'll learn

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Identify and define connected strategies, their potential and value proposition
Analyze customer experiences to understand the customer journey
Leverage positive feedback loops with customers to create effective customization strategies
Identify connected relationships in your firm to improve your connected strategy
Create connection architecture and implement connected customer relationship strategies


- Disruption in Sleep Medicine
- Three Horizons of Innovation
- Introduction to the Connected Strategy Framework
- The Magic of Connectivity: Disney
- Connected Strategy Framework: 2 Case Studies
- Connected Relationships and Connected Delivery Model
- The Fundamental Promise of Connected Strategies
- Value and Value Proposition
- The Efficiency Frontier


- Five Different Customer Experiences
- Connected Customer Experience Example
- The Customer Journey
- Repeat to Push Out the Frontier
- Repeat and Competitive Advantage
- Four Levels of Customization


- The Connected Producer
- The Connected Retailer, The Connected Market Maker, and the Crowd Orchestrator
- Peer to Peer Network Creators
- The Connected Strategy Matrix
- The Connected Toothbrush
- The Revenue Model: 5 Principles


- Deconstructing Your Connected Strategy
- Classification Trees and Selection Tables
- Bottom-Up Innovation
- Why Talk About Disruption
- The Case of Imaging
- The Innovators Dilemma
- Connectivity and Disruption
- ConnectedStrategy Conclusion

Meet your instructors

Nicolaj Siggelkow
David M. Knott Professor of Management
The Wharton School of the University of Pennsylvania
Christian Terwiesch
Andrew M. Heller Professor of Management
The Wharton School of the University of Pennsylvania

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