An Introduction to Marketing

University of Pennsylvania

This Wharton course will teach the fundamentals of marketing by getting to the root of customer decision making. The course will focus on branding strategies, customer centricity and new market entry.

PART OF THE WHARTON FOUNDATION SERIES 

This course is part of the Wharton foundation series in the MOOC format. It is taught by three of Wharton's top faculty in the marketing department, which is consistently ranked as the #1 marketing department in the world. This course features on-location videos and debates between the three professors.

The three core topics focus on customer loyalty. The first is about branding: given a very disparate world in which new startups are emerging constantly, brand equity is one of the key elements of keeping customers so that they have a trusted source for their needs. The second topic is customer centricity, which is taught in a global context where students learn how to gather needs and focus on the customer via discussion forums and empirical examples which are advanced by the mix of cultures in the course. Finally, the course explores practical, go-to-market strategies to help students understand the drivers that influence customers and see how these are implemented prior to making an investment.

Watch this video to learn more about the Wharton Foundation Series on Coursera:

http://www.youtube.com/watch?v=SgS3AJCe6i8


Click below for the other Wharton Foundation Series courses:

An Introduction to Corporate Finance
An Introduction to Financial Accounting
An Introduction to Operations Management

Syllabus

MODULE ONE: Branding
Weeks 1 - 3
  1. Marketing Strategy and Brand Positioning
  2. Customer Decision Making and the Role of Brand
  3. Brand Communications and Repositioning

MODULE TWO: Customer Centricity
Weeks 4 - 6
  1. Establishing Competitive Advantage through Customer Centricity
  2. How Can Customer Centricity be Profitable?
  3. Vocabulary of Customer Centricity and Customer Relationship Management (CRM)

MODULE THREE: Go to Market Strategies
Weeks 7 - 9
  1. Omni-Channel Strategy and Online-Offline Interaction
  2. How to Find Lead Users and Facilitate Influence and Contagion
  3. Social Targeting, Social Advertising and Persuasion

Recommended Background

While no background is required for this course, it is a graduate level MBA course where a basic knowledge of marketing concepts may be helpful.

Suggested Readings

Optional, recommended readings will be posted throughout the course at no cost to the student.

Course Format

There will be three modules of three weeks each that span the critical fundamentals of marketing.  Each module will be led by one of the three instructors; at the end of each module the three instructors will engage in a dialogue about the module and there will be an assessment covering the material. The student will be exposed to empirical examples of how companies implemented the strategies discussed and what the outcomes were.



For more information on Penn’s Open Learning initiative, please go to:http://openlearning.upenn.edu
Dates:
  • 14 October 2014, 9 weeks
  • 21 April 2014, 9 weeks
  • 14 October 2013, 9 weeks
Course properties:
  • Free:
  • Paid:
  • Certificate:
  • MOOC:
  • Video:
  • Audio:
  • Email-course:
  • Language: English Gb

Reviews

No reviews yet. Want to be the first?

Register to leave a review

Included in selections:
Coursera_marketing_600 Wharton
Wharton MBA foundation series in the MOOC format
More on this topic:
48729_fa77_4 RapidAction Podcasting - Start a Successful Podcast In Days
Ever wanted to start your own podcast? Now you can in just a few days without...
45228_8bd0_6 Marketing - Press Release Submission
Online press release submission gets your message to eager buyers fast. Learn...
101238_e55d_5 New Facebook for Brands Workshop, with Web Friendly
Facebook Just Made It Easier To Get MORE Fans, MORE Engagement & MORE Conversions...
153082_2eb9_2 Online Courses - Anytime, Anywhere
Learn the Secrets to Driving Conversions & Enhancing Brand Recall
21705_6717_8 Big Brand Strategies for Small Brands
Specific, proven strategies Big Brand marketers use - tailored to small brands...
More from 'Business & Management':
Regular_7e6e320e-2143-41e0-967b-aaa8d7766f24 Fundamentals of Project Planning and Management
Learn the basics of project planning and management so you can run effective...
Regular_9b4eda2b-7855-4442-8d6b-9850d0c3ae29 Mergers and Acquisitions: Concepts and Theories
Get an introduction to mergers and acquisitions with this first course in a...
Regular_71a0ddfe-1178-488f-8923-299fe77ad460 Marketing Analytics
Learn the basics of marketing analytics and understand how to use data to ensure...
Regular_2c975631-4f07-4a50-a90b-8f598be2368c Understanding Diversity and Inclusion
Develop your attitudes, skills and knowledge of cultural diversity so you're...
Regular_491804b3-10f7-4dd4-9211-6fd1239dbb8a How to Perform a Hotel Market Analysis and Valuation
Learn how to gather and process data for a comprehensive hotel market analysis...
More from 'Coursera':
Success-from-the-start-2 First Year Teaching (Secondary Grades) - Success from the Start
Success with your students starts on Day 1. Learn from NTC's 25 years developing...
New-york-city-78181 Understanding 9/11: Why Did al Qai’da Attack America?
This course will explore the forces that led to the 9/11 attacks and the policies...
Small-icon.hover Aboriginal Worldviews and Education
This course will explore indigenous ways of knowing and how this knowledge can...
Ac-logo Analytic Combinatorics
Analytic Combinatorics teaches a calculus that enables precise quantitative...
Talk_bubble_fin2 Accountable Talk®: Conversation that Works
Designed for teachers and learners in every setting - in school and out, in...

© 2013-2019