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University of Pennsylvania

Introduction to Marketing

University of Pennsylvania and Wharton School of the University of Pennsylvania via Coursera


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.


  • 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: Communications Strategy & Fundamentals of Pricing
    • In this module, you will examine the critical marketing topic, “Go to Market Strategies.” Professor Jagmohan Raju has designed these lectures to help you gain a deep understanding of the role of communications in marketing strategy, fundamentals of pricing, and how to manage channel conflicts. You will explore the 7 Ms of developing a communication plan, learn how to measure price elasticity, and understand disruption in information delivery. By the end of this module, you’ll be able to use effective analytical tools to form a communications campaign and create appropriate access points to your brand for your customer.
  • 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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4.4 rating, based on 73 reviews

Start your review of Introduction to Marketing

  • Anonymous

    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...
  • 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...
  • Adelyne Chan 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...
  • A traditional introduction to marketing. Content-wise it is ok but Wharton should put more effort into the product of the course and make it more engaging for the students.

    A course like this should make you think, do some case studies, play with examples, open discussions... None of that in this course, it is only a basic set of video explanations and multiple choice quizzes on the presented topics. Today's online courses should be more ambitious and encourage practising the concepts being learned.
  • health,interesting,good to open the market,can make much more function except to work at the market and have enough knowledge about foods by the market,so that people can do better understanding about how to do the field work.
  • Sergiu N 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...
  • 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...
  • Vijayakumar Menon N 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.
  • Anonymous

    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.
  • Anonymous

    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).
  • Lydia Grachyova 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!
  • Anonymous

    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.
  • Mercedes Alejandra Diaz P.

    Mercedes Alejandra Diaz P. completed this course.

    I guess this kind of course can help in all the careers that is the reason because I want it
    Most of the times the success can have relation with the marketing
    This this world is very important to managed all this topics
    In my country there are not online courses like this
  • Anonymous

    Anonymous is taking this course right now.

    Amazing couse, lovely teachers, very easy and great to learn!
    Very helpful, how much more you study more you will want too.
    Easy method to learn and understand what they are explain.
    There is a many games after every lisson to you get more and more, by this way you will really learn the content.
  • Auntie V 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!!!
  • Dayana Amaro Méndez

    Dayana Amaro Méndez is taking this course right now.

    I want to take this course since I am studying strategic marketing and I would like to add experience to my curriculum as well as that this course would be of great experience for my professional.
    I have great expectations about this course and I hope I can exploit it to the fullest
  • Laura M 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.
  • Nanda Kondiba Parekar

    Nanda Kondiba Parekar completed this course, spending 1 hours a week on it and found the course difficulty to be medium.

    I am interested by subject introduction to Marketing. l am interested to businesses . Introduction to Marketing University of Pennsylvania via cource interested.and my dream businesses related.
  • Anonymous

    Anonymous completed this course.

    Algo realmente placentero, principalmente las cuestiones del habla y las referencias tomadas para el aprovechamiento de los conceptos en marketing, muy increíble
  • Anonymous

    Anonymous completed this course.

    Fantastic preview about collaboration...thanks a ton to Mr.Ed Hoffman for explaining in very in depth way.. expecting to see more of your courses sir!

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