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The Wharton School · on edX

Introduction to Connected Strategy

Intermediate 20 hours English University CertificateFREE
SkillsBusiness strategyCustomer engagementConnected strategyDigital businessCustomer experience

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Our take
An edX course from Wharton's Christian Terwiesch and Nicolaj Siggelkow on 'connected strategy' — how firms build advantage through ongoing, data-driven engagement with customers rather than one-off transactions.

Good for: Rethinking customer relationships through 'connected strategy'.

Skip if: You want hands-on tactics or a technical course.

It's strategic and concept-led, well taught, and genuinely relevant to anyone rethinking how their business connects with customers — which also means it's the wrong course if you want hands-on tactics or something technical. You can audit it free on edX, with a verified certificate as a paid option and financial assistance available; the certificate is a credible record of the learning, not a formal qualification. The strategic ideas it teaches have staying power (as of 2026).

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About this course

Introduction to Connected Strategy, taught by Wharton professors Christian Terwiesch and Nicolaj Siggelkow, covers how companies use ongoing data-driven engagement with customers — not just one-off transactions — to build sustained competitive advantage. It draws on real company examples to show the strategic shift from selling products to maintaining connected relationships.

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Instructor

CT
Christian Terwiesch & Nicolaj Siggelkow
edX instructor

Christian Terwiesch and Nicolaj Siggelkow are professors at The Wharton School, co-authors of the book Connected Strategy.

Frequently asked questions

A framework, developed by Wharton professors, for building continuous, low-friction relationships with customers using technology — anticipating needs and delivering value repeatedly rather than through one-off transactions. Think of services that recognise you, respond automatically, and improve with each interaction. The course explains how companies design these 'connected' customer experiences and business models, which has become central to competing in a digital economy.

No. It is a business-strategy course, not a technical one — it focuses on the strategic and design thinking behind connected customer relationships, not on building the underlying technology. You do not need coding or engineering knowledge. It is aimed at helping managers and leaders understand and design connected strategies, using real company examples rather than technical implementation detail.

It comes from The Wharton School, developed by the faculty behind the connected-strategy concept — Nicolaj Siggelkow and Christian Terwiesch, who wrote the book on the idea. That means you are getting the framework from its originators, which is a genuine strength: the teaching reflects the research directly rather than a second-hand summary of someone else's model.

Managers, executives, founders, and strategy-minded professionals wanting to understand how digital connection reshapes customer relationships and business models. It assumes no technical background and works as an introduction to the concept, so it suits people rethinking how their organisation engages customers, as well as those simply wanting to understand a genuinely influential strategy idea.

Yes, you can audit it on Coursera and watch the lectures at no cost. The graded elements and the certificate require a subscription, with financial aid available if you apply. Since much of the value is understanding the framework and its examples, auditing gives you the substance if you want the ideas rather than the credential.
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