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University of Pennsylvania

Introduction to Marketing

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

Overview

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: 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

Reviews

4.3 rating, based on 71 Class Central reviews

4.8 rating at Coursera based on 12583 ratings

Start your review of Introduction to Marketing

  • Anonymous
    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 orga…
  • 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 li…
  • Market can be defined as a place where the activities of buying and selling takes place.
    Then what is marketing?
    Marketing can be defined as an act or the process of buying and selling of goods and services. In market, we see different people that buys and sell goods not only goods but foodstuffs and other things.
    Coming to the knowledge of others, they also say marketing is not a good course to study but it is a lie. The reason why i said so , come to think of it without market or marketing , you think people will survive . Is because of market that people is hoping for or looking up to because people need to survive.
    In conclusion, marketing is a good course anyone can study thanks.
  • 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 bigg…
  • Dissipate
    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…
  • 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.
  • 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
    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
    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).
  • 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
    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.
  • Profile image for Andreas Papaioannou
    Andreas Papaioannou
    As someone who is practicing in the field already, this was a great refresher. However, for someone just starting to learn about Marketing, I feel as though this will be hard to learn from because it's not very engaging. I will say the informatio…
  • 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!!!
  • Anonymous
    I took part in the first three weeks of this course, so I believe I have enough information to rate it. When I studied the first week, I considered it tolerable because the videos were not too long. However, the second week lacked any illustrations that would help learners with studying. The third week was terrifying for me when the lecturers put, like, 5-6 videos longer than 10 minutes next to each other. They could've divided them into smaller, bite-sized ones that would help us absorb this information better. I felt happy I could request a refund and didn't have to carry on. You should really consider innovating your course for the better.
  • 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.
  • Anonymous
    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!
  • 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!
  • 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.
  • Mercedes Alejandra Diaz P.
    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

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