Introduction to Marketing from 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.

What's inside

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Taught by three instructors who are highly ranked in the field of marketing

Covers three core topics: branding, customer centricity, and go-to-market strategies

Provides an overview of key principles in branding, customer centricity, and go-to-market strategies

Taught by Wharton-trained staff, providing access to industry-leading expertise

May involve additional costs, such as subscription fees or exam fees

Reviews summary

Wharton intro to marketing

According to students, Wharton's Introduction to Marketing course is a highly recommended introduction to marketing concepts for both beginners and those looking to brush up on the latest trends in their field. Students say the in-depth course is well-organized and engaging. While some students found the course challenging, learners found the course to be worthwhile and a great value.

Offers a Certificate

"Seria muy bueno que tuviera títulos traducidos al español como hace la universidad de stanford, o se pudiera oír en el idioma español."

Focuses on Customer Centricity

"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."

Teaches Branding

"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!"

"Very useful course covering the basics of brnding, customer centricity and go to market. It's a must for every bussines owner."

Well-Structured Course

"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."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Introduction to Marketing with these activities:

Review Statistical Concepts for Data-Driven Marketing Decisions

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Brush up on statistical concepts to enhance your ability to analyze and interpret data effectively.

Browse courses on Statistics

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Revisit basic statistical concepts such as mean, median, and standard deviation.
Review hypothesis testing and statistical significance.
Apply statistical concepts to real-world marketing scenarios.

Create a Comprehensive Course Study Guide

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Consolidate your course notes, assignments, and other materials into a single, organized study guide.

Browse courses on Study Skills

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Gather all relevant course materials, including notes, slides, assignments, and readings.
Review and summarize the key concepts and theories covered in each module.
Organize the materials in a logical and accessible manner.

Read 'The Loyalty Effect' by Frederick F. Reichheld

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Uncover the fundamental principles of customer loyalty and their impact on long-term success.

View The Ultimate Question on Amazon

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Read Chapters 1-3 and take notes on key concepts.
Complete the exercises at the end of each chapter.
Summarize the main takeaways and their implications for marketing strategies.

Six other activities

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Analyze Case Studies on Effective Brand Repositioning

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Learn from successful brand repositioning strategies used by established companies.

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Review case studies of brands that have successfully repositioned themselves.
Identify the key factors that contributed to their success.
Develop a plan for applying these lessons to your own marketing initiatives.

Build a Collection of Case Studies on Customer-Centric Marketing Campaigns

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Gather and analyze case studies to gain insights into how companies have successfully implemented customer-centric marketing strategies.

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Identify and collect case studies of successful customer-centric marketing campaigns.
Analyze the case studies to identify common themes and best practices.
Summarize the key takeaways and implications for your own marketing initiatives.

Explore 'The Customer Centricity Playbook' by Peter Fader

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Gain practical insights on implementing customer-centric approaches in your organization.

View The Customer Centricity Ebook Collection (3... on Amazon

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Read Chapters 1-4 to establish a foundation in customer centricity.
Work through the case studies to understand real-world applications.
Develop an action plan for enhancing customer centricity in your context.

Master Pricing Strategies with Coursera's 'Pricing Strategy' Course

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Gain in-depth knowledge of pricing strategies, enabling you to optimize pricing for maximum revenue and profitability.

Browse courses on Pricing Strategy

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Enroll in and complete the Coursera course 'Pricing Strategy'.
Participate in the course discussions and engage with peers.
Apply the concepts learned to a real-world pricing challenge.

Design a Marketing Communication Campaign for a Real-World Brand

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Develop a comprehensive marketing campaign that effectively communicates brand messaging and resonates with target customers.

Browse courses on Marketing Communications

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Conduct market research to understand the target audience and industry.
Define the campaign objectives, messaging, and key performance indicators (KPIs).
Develop a creative concept that aligns with the brand's positioning.
Execute the campaign across multiple channels, tracking and evaluating performance.

Collaborate on a Group Project to Develop a Go-to-Market Strategy

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Work with a team to develop a comprehensive go-to-market strategy for a new product or service.

Browse courses on Go-to-Market Strategy

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Form a team and identify a target market for your product or service.
Conduct market research and develop a detailed marketing plan.
Develop and execute a comprehensive marketing campaign.
Track and evaluate the results of your marketing efforts.

Career center

Learners who complete Introduction to Marketing will develop knowledge and skills that may be useful to these careers:

Brand Manager

Brand Managers are responsible for the development and execution of marketing campaigns that build and maintain brand awareness and loyalty. This course provides a strong foundation in the principles of branding, including brand equity, brand positioning, and brand communications strategies. It also covers customer centricity and go-to-market strategies, which are essential for developing effective brand marketing campaigns.

See salaries and explore the career path for Brand Manager

Marketing Manager

Marketing Managers oversee all aspects of marketing for a company or organization. This course provides a comprehensive overview of marketing principles and practices, including branding, customer centricity, and go-to-market strategies. It also covers the use of analytical tools to measure the effectiveness of marketing campaigns.

See salaries and explore the career path for Marketing Manager

Product Marketing Manager

Product Marketing Managers are responsible for developing and executing marketing strategies for specific products or services. This course provides a strong foundation in the principles of branding, customer centricity, and go-to-market strategies. It also covers the use of analytical tools to measure the effectiveness of marketing campaigns.

See salaries and explore the career path for Product Marketing Manager

Email Marketing Manager

Email Marketing Managers are responsible for developing and executing email marketing campaigns. This course provides a strong foundation in the principles of branding, customer centricity, and go-to-market strategies. It also covers the use of analytical tools to measure the effectiveness of email marketing campaigns.

See salaries and explore the career path for Email Marketing Manager

Social Media Manager

Social Media Managers are responsible for developing and executing social media marketing campaigns. This course provides a strong foundation in the principles of branding, customer centricity, and go-to-market strategies. It also covers the use of analytical tools to measure the effectiveness of social media marketing campaigns.

See salaries and explore the career path for Social Media Manager

Digital Marketing Manager

Digital Marketing Managers are responsible for developing and executing marketing campaigns that use digital channels, such as social media, email, and websites. This course provides a strong foundation in the principles of branding, customer centricity, and go-to-market strategies. It also covers the use of analytical tools to measure the effectiveness of digital marketing campaigns.

See salaries and explore the career path for Digital Marketing Manager

Content Marketing Manager

Content Marketing Managers are responsible for developing and executing content marketing strategies. This course provides a strong foundation in the principles of branding, customer centricity, and go-to-market strategies. It also covers the use of analytical tools to measure the effectiveness of content marketing campaigns.

See salaries and explore the career path for Content Marketing Manager

Market Research Analyst

Market Research Analysts are responsible for conducting market research to identify and understand customer needs and trends. This course provides a strong foundation in the principles of branding, customer centricity, and go-to-market strategies. It also covers the use of analytical tools to analyze market data.

See salaries and explore the career path for Market Research Analyst

Brand Strategist

Brand Strategists are responsible for developing and implementing brand strategies. This course provides a strong foundation in the principles of branding, including brand equity, brand positioning, and brand communications strategies.

See salaries and explore the career path for Brand Strategist

Customer Experience Manager

Customer Experience Managers are responsible for developing and implementing strategies to improve customer satisfaction. This course provides a strong foundation in the principles of customer centricity, including customer segmentation, customer journey mapping, and customer feedback analysis.

See salaries and explore the career path for Customer Experience Manager

Pricing Analyst

Pricing Analysts are responsible for developing and implementing pricing strategies. This course provides a strong foundation in the principles of pricing, including price elasticity, competitive pricing, and value-based pricing.

See salaries and explore the career path for Pricing Analyst

Communications Manager

Communications Managers are responsible for developing and implementing communications strategies. This course provides a strong foundation in the principles of communications, including public relations, media relations, and social media communications.

See salaries and explore the career path for Communications Manager

Advertising Manager

Advertising Managers are responsible for developing and implementing advertising campaigns. This course provides a strong foundation in the principles of advertising, including advertising strategy, creative development, and media planning.

See salaries and explore the career path for Advertising Manager

Sales Manager

Sales Managers are responsible for leading and motivating sales teams. This course provides a strong foundation in the principles of sales management, including sales strategy, sales forecasting, and sales coaching.

See salaries and explore the career path for Sales Manager

Marketing Consultant

Marketing Consultants provide marketing advice and services to businesses and organizations. This course provides a strong foundation in the principles of marketing, including branding, customer centricity, and go-to-market strategies.

See salaries and explore the career path for Marketing Consultant