Introduction to Marketing

  • 4.8
Approx. 10 hours to complete

Course Summary

Learn the fundamentals of marketing from the prestigious Wharton School of the University of Pennsylvania. This course covers topics such as branding, customer centricity, and go-to-market strategies.

Key Learning Points

  • Learn from world-renowned marketing experts
  • Apply marketing concepts to real-world scenarios
  • Gain a comprehensive understanding of marketing fundamentals

Related Topics for further study


Learning Outcomes

  • Understand the key concepts of marketing
  • Learn how to apply these concepts in the real world
  • Gain a comprehensive understanding of marketing strategies and tactics

Prerequisites or good to have knowledge before taking this course

  • No prior knowledge or experience required
  • Basic understanding of business concepts is helpful

Course Difficulty Level

Beginner

Course Format

  • Online
  • Self-paced

Similar Courses

  • Marketing in a Digital World
  • Marketing Analytics

Notable People in This Field

  • Marketing Guru
  • Entrepreneur and Marketing Expert

Related Books

Description

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.

Outline

  • BRANDING: Marketing Strategy and Brand Positioning
  • Marketing 101: Building Strong Brands Part I
  • Marketing 101: Building Strong Brands Part II
  • Strategic Marketing
  • Segmentation and Targeting
  • Brand Positioning
  • Brand Mantra: The Elevator Speech
  • Experiential Branding
  • Syllabus
  • FAQ
  • Additional Readings
  • Quiz #1
  • CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity
  • From Product-Centric to Customer-Centric Management
  • Cracks in the Product-Centric Approach
  • Data-Driven Business Models
  • Three Cheers for Direct Marketing
  • Which Firms Are Customer Centric?
  • What is Customer Centricity?
  • Living in a Customer-Centric World
  • More Reflections on Customer Centricity
  • Questions on Customer Centricity
  • Quiz #2
  • GO TO MARKET STRATEGIES: Communications Strategy & Fundamentals of Pricing
  • Designing a Communications Campaign
  • Key Trends
  • Media Planning
  • Pricing
  • Understanding Price Sensitivity
  • Measuring Price Elasticity
  • Psychological Aspects of Pricing
  • Analytic Foundations for Pricing
  • Economic Value to the Customer
  • Creating Customer Access
  • Disruption in Information Delivery
  • Managing Channel Conflict
  • Online Retailing and E-Commerce
  • Digital Marketing Foundations
  • Summary
  • Quiz #3
  • BRANDING: Effective Brand Communications Strategies and Repositioning Strategies
  • Brand Messaging & Communication
  • Brand Elements: Choosing a Brand Name
  • Brand Elements: Color & Taglines
  • Brand Elements: Packaging
  • Brand Elements: Persuasion
  • Repositioning a Brand
  • Final Exam
  • Applied Marketing (Optional)
  • The Brand Named Jennifer
  • Awesomeness TV
  • Playboy in China
  • Crocs
  • Barriers to, and Challenges of, Customer Centricity
  • Pay It Forward: Google and Others
  • CLV: Electronic Arts
  • Rewarding CLV: Merial
  • Customer Analytics Initiative
  • New Start-ups in Customer Centricity

Summary of User Reviews

Learn the fundamentals of marketing from Wharton School of the University of Pennsylvania with this online course. Users highly recommend this course for its comprehensive content and practical examples.

Key Aspect Users Liked About This Course

The practical examples provided in the course were highly appreciated by many users.

Pros from User Reviews

  • Comprehensive coverage of marketing fundamentals
  • Practical examples and case studies to enhance learning
  • Engaging and interactive course structure
  • Expert instructors with real-world experience
  • Flexible schedule allows for self-paced learning

Cons from User Reviews

  • Some users found the course content to be too basic or simplistic
  • Lack of interaction or feedback from instructors
  • Some users experienced technical difficulties with the online platform
  • Course may be too time-consuming for some learners
  • No certificate included with the free version of the course
English
Available now
Approx. 10 hours to complete
Barbara E. Kahn, Peter Fader, Jagmohan Raju
University of Pennsylvania
Coursera

Instructor

Barbara E. Kahn

  • 4.8 Raiting
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