Online course: Introduction to Marketing (part of a long term online programme: Business Foundations)
Dates: any time
Duration: 10 hours
Rating: 4.8 / 5.0 out of 9188 ratings (see top rating courses here)
Participating countries: any country
Apply here: Application form
- $49 with sharable certificate
Introduction to Marketing
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.
Barbara E. Kahn
Professor of Marketing and Director, Jay H. Baker Retailing Center
Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
Joseph J. Aresty Professor
WEEK 1: 2 hours to complete
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!
Marketing 101: Building Strong Brands
Segmentation and Targeting
Brand Mantra: The Elevator Speech
WEEK 2: 2 hours to complete
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.
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
WEEK 3: 3 hours to complete
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.
Designing a Communications Campaign
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
WEEK 4: 2 hours to complete
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.
Brand Messaging & Communication
Brand Elements: Choosing a Brand Name
Brand Elements: Color & Taglines
Brand Elements: Packaging
Brand Elements: Persuasion
Repositioning a Brand
WEEK 5: 1 hour to complete
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.
The Brand Named Jennifer
Playboy in China
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
Long term online programme Business Foundations
|Introduction to marketing||4.8||9811|
|Introduction to Financial Accounting||4.7||6431|
|Managing Social and Human Capital||4.5||2000|
|Introduction to Corporate Finance||4.6||4467|
|Introduction to Operations Management||4.5||2182|
|Wharton Business Foundations Capstone||4.6||260|