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  • Provider Coursera
  • Cost Free Online Course (Audit)
  • Session Upcoming
  • Language English
  • Certificate Paid Certificate Available
  • Effort 5-6 hours a week
  • Start Date
  • Duration 5 weeks long
  • Learn more about MOOCs

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Overview

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Taught by three of Wharton's top faculty in the marketing department, consistently ranked as the #1 marketing department in the world, this course covers three core topics in customer loyalty: branding, customer centricity, and practical, go-to-market strategies.

You’ll learn key principles in

- Branding: brand equity is one of the key elements of keeping customers in a dynamic world in which new startups are emerging constantly.
- Customer centricity: not synonymous with customer service, customer centricity starts with customer focus and need-gathering.
- Go-to-market strategies: understand the drivers that influence customers and see how these are implemented prior to making an investment.

Complete this course as part of Wharton's Business Foundations Specialization, and you'll have the opportunity to take the Capstone Project and prepare a strategic analysis and proposed solution to a real business challenge from Wharton-governed companies like Shazam and SnapDeal or to a challenge faced by your own company or organization. Wharton-trained staff will evaluate the top submissions, and leadership teams at Shazam and SnapDeal will review the highest scoring projects prepared for their companies.

Syllabus

BRANDING: Marketing Strategy and Brand Positioning
-Professor Kahn starts us off with the first of two Branding modules: Marketing Strategy and Brand Positioning. For an overview of all concepts covered in the course, please read the syllabus below. Additional info may be found in the Course Pages. Please participate in the discussion forums as your input will enhance the overall experience of this course!

CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity
-Module 2 of our class features Professor Peter Fader, who will focus on concepts related to Customer Centricity. In an economy that is increasingly responsive to customer behaviors, it is imperative to focus on the right customers for strategic advantages. The coming weeks will provide the foundation needed to build a customer centric outlook. If you want to read more about Professor Fader’s views on customer centricity, feel free to follow him on Twitter (@faderp). He regularly shares relevant perspectives and readings there.

GO TO MARKET STRATEGIES: Online-Offline Interaction & How to Find Lead Users and Facilitate Influence and Contagion
-Professor David Bell takes over this week as we begin our third module! We are shifting focus to the critical topic of "Go to Market Strategies." The "go to market" strategy offers more possibilities than ever before as companies have the potential to address consumers both offline and online through a variety of platforms. Professor Bell has been able to work on these very issues with several exciting startups and will use those experiences to help illustrate this week's material.

BRANDING: Effective Brand Communications Strategies and Repositioning Strategies
-Professor Kahn is back in this fourth module, the second of her Branding Modules, covering effective brand communications strategies and repositioning strategies. Understanding how customers perceive your brand messaging and marketing is one of the most important aspects to understanding consumer behavior: what consumers perceive is what affects their actions, and what they perceive is not necessarily true! Professor Kahn unpacks customer behavior and perception and explores successful strategies for influencing both in this final required module of the course.

Applied Marketing (Optional)
-These short lectures apply marketing principles taught in the course to current examples. Content in these lectures may deepen your understanding of course concepts, but won't be tested directly on the quizzes or exam.

Taught by

David Bell, Peter Fader and Barbara Kahn

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Reviews for Coursera's Introduction to Marketing
4.3 Based on 56 reviews

  • 5 stars 57%
  • 4 stars 32%
  • 3 stars 4%
  • 2 star 0%
  • 1 stars 7%

Did you take this course? Share your experience with other students.

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  • 1
Anonymous
1.0 3 years ago
Anonymous completed this course.
This course on Marketing is a marketing disaster for WhartonOnline. This course made me understand atleast one thing in great clarity, that I should not waste money on Wharton courses. The amount of effort put into the course material, into the organization and flow of material (or lack thereof), and into the quality of videos and content delivery, would sum up right about to Zero. Needless to say, this review is going to be highly critical, since I expected some value and quality from a school like Wharton. Should you pay $95 for this course. I think they should pay you for wasting your time.…
2 people found
this review helpful
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Adelyne C
5.0 5 years ago
by Adelyne completed this course, spending 3 hours a week on it and found the course difficulty to be medium.
One of the best MOOCs I have taken to date and highly recommend. I am a science student who is new to marketing but found this course extremely easy to follow, Profs Kahn, Fader and Bell are all highly engaging, knowledgeable and provide adequate links to external research to allow further study into the subject.

The modular nature of this course makes it easy to transition from one topic to the next, with each of the three professors spending 3 weeks going through the material of a particular module. There is also a lot of reference to real-life situations, making the course material easier to relate. I would highly recommend this MOOC not only for MBA students but for anyone interested to understand the basics of marketing and the strategies being applied by corporate firms.
18 people found
this review helpful
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Dissipate D
4.0 3 years ago
by Dissipate completed this course and found the course difficulty to be easy.
The depth of material was appropriate for an introductory course, and I think the entire course can be completed in a week. Very informative and helpful.

Barbara Kahn gave the lectures on branding, marketing strategy and brand positioning (weeks 1 and 4). Peter Fader gave the lectures on customer centricity (week 2). David Bell gave the lectures on market strategies (week 3).

I found Barbara Kahn's lectures the clearest and most structured with tons of useful concrete information. Peter Fader was second in place. I found David Bell's lectures difficult to follow, and…
2 people found
this review helpful
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Anonymous
5.0 5 years ago
Anonymous completed this course.
This course was excellent, very in-depth. I graduated in 1998 and Marketing has evolved tremendously since then. This course allowed me to update my knowledge.

Also they offer very good price on their ebooks which are very good (4 dollars).
14 people found
this review helpful
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Sergiu N
1.0 11 months ago
by Sergiu completed this course.
This course is an absolute joke, as well as the staff. Besides the course being completely unstructured and feeling like it was done by a child who scraped the internet with a text spinner software and not a real University professor at all, my biggest issue with it is the staff.

I posted a question on the forum regarding the course material and the response I received from the official "Mentor" was to "google it". When I pointed out that this is what I am taking a Wharton course for, to not have to "google it" and get stuck in some dubious sources, and that this is no way for a Higher Education institution to conduct their education they simply deleted the entire thread and any trace of it.

I don't recommend spending your money on this course unless you want to be served a poor excuse for a content and have yourself be ignored when you have questions about it.
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Vijayakumar N
5.0 4 years ago
by Vijayakumar completed this course, spending 6 hours a week on it and found the course difficulty to be medium.
Introduction to Marketing is a course that covers a lot of ground on Marketing management including branding, customer centricity and strategies for entering into the market. It is difficult to believe that you can learn such a lot of concepts in a MOOC course. The three professors Barbara Kahn, David Bell and Peter Fader have done their best to make the course a great learning experience. It is the first course you must do to get a fundamental knowledge of all areas of the marketing management discipline.

The course has recently been shortened into a 4 weeks course. It is now a part of Whartons Business Foundations Specialization with 3 other courses.
3 people found
this review helpful
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Anonymous
5.0 5 years ago
Anonymous completed this course.
This is without any doubt the best online course I have done and I can't tell enough about how greatly I have benefited from it. No wonder why Wharton is thought to have the best marketing department in the world.

Well structured, excellent teachers, great case studies. I wish I could do an Online MBA majoring Marketing at Wharton School under this faculty.

Highly Recommend this course.
4 people found
this review helpful
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Lydia G
5.0 4 years ago
by Lydia completed this course, spending 3 hours a week on it and found the course difficulty to be medium.
Great course! I recommend it to everyone who wants to learn about marketing. I was taking this MOOC when a friend of mine was enrolled in intro to marketing class in an actual university. In the end, I learned more about marketing than he did in his class at the respectable university with higher attendance fees.

Whether you just want to audit this course or receive a verified certificate, this MOOC has great value for money. It's well-taught and well-organized, you will like it!
2 people found
this review helpful
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Anonymous
1.0 4 years ago
Anonymous completed this course.
Highly disappointed.

The material sounded interesting but the treatment is poor. It doesn't have the right depth.

Professors are not engaging. Discussions in the board is abysmal.

It's. Shame people were made to pay for this course. If it weren't from Wharton, it would not even be featured.
4 people found
this review helpful
Was this review helpful to you? Yes
Iulia T
5.0 5 years ago
by Iulia completed this course, spending 10 hours a week on it and found the course difficulty to be medium.
Hands down, one of the best courses i've ever taken. While it presents itself as a mere introduction to marketing, the information might seem a bit too much for someone with no background. The course has a great structure (no bite-sized videos, but in-depth diving into a subject) and an approach i haven't explored before - centricity. I highly recommend it!
2 people found
this review helpful
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Laura M
4.0 4 years ago
by Laura completed this course and found the course difficulty to be easy.
I really liked this class. It was a good intro to marketing, a topic I had never seen before. The professors were engaging and they seem to actually enjoy teaching the course. I liked how they used so many examples to help explain each topic.
4 people found
this review helpful
Was this review helpful to you? Yes
Mark J
5.0 5 years ago
by Mark completed this course, spending 4 hours a week on it and found the course difficulty to be easy.
A very good marketing course produced and presented to a very high standard. Broken down in to three sections for Branding, Customer Centricity and Go-to-Market Strategy. Was interesting throughout and a very worthwhile use of time.
3 people found
this review helpful
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Anonymous
5.0 5 years ago
Anonymous completed this course.
This course has a brilliant approach to marketing, quite different from the courses i have taken so far in my university. I highly recommend it!
4 people found
this review helpful
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Marcelo M
5.0 3 years ago
by Marcelo completed this course.
Very useful course covering the basics of brnding, customer centricity and go to market. It's a must for every bussines owner.
2 people found
this review helpful
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Auntie V
1.0 2 years ago
by Auntie completed this course, spending 6 hours a week on it and found the course difficulty to be easy.
The WOREST course I have ever taken! Yet, it's the most expensive one! The course syllabus sounded interesting and it's from Wharton, that's why I signed up, but soon I discovered the course is not substantial, I finished this course in a week without gaining any stimulating Marketing knowledge as I have expected from Wharton! What a waste of money!!!
Was this review helpful to you? Yes
Osias C
5.0 a year ago
by Osias is taking this course right now, spending 2 hours a week on it and found the course difficulty to be easy.
Muy interesante pero como hago para inscribirme y recibir toda la información del curso? ya que quisiera aprender mucho mas de todo lo que tenga que ver con marketing.
Was this review helpful to you? Yes
Victor C
5.0 3 years ago
by Victor is taking this course right now.
Seria muy bueno que tuviera títulos traducidos al español como hace la universidad de stanford, o se pudiera oír en el idioma español.
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Noelia G
5.0 7 months ago
Noelia completed this course.
This course is important to get a little more knowledge about marketing and is interesting experience for muy work. Thanks
Was this review helpful to you? Yes
Concepcion B
5.0 a year ago
Concepcion is taking this course right now, spending 1 hours a week on it and found the course difficulty to be very easy.
It´s more important for my job, I need to Leander Marketing and your course its interesting I work in Marketing
Was this review helpful to you? Yes
Huy H
4.0 5 years ago
Huy completed this course, spending 3 hours a week on it and found the course difficulty to be easy.
2 people found
this review helpful
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  • 1

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