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Introduction to Marketing

Part of the Business Foundations Specialization »

Learn the fundamentals of marketing by getting to the root of customer decision-making. Key topics include branding strategies (e.g., brand positioning, brand communications), customer-centric marketing strategy, and new market entry (e.g., channel strategy, marketing planning). After successfully completing this course, you can apply these skills to a real-world business challenge as part of the Wharton Business Foundations Specialization.


Eligible for

Business Foundations Specialization
Course Certificate

Course at a Glance

About the Course


See Geoffrey Garrett, Dean of the Wharton School, talk about the Specialization here.

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. 

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

For more information about courses offered online at Wharton, please go to

Course Syllabus

MODULE ONE: Branding
Core concepts include brand communications and repositioning, marketing strategy, brand positioning, and customer decision-making.

MODULE TWO: Customer Centricity
Core concepts include establishing competitive advantage through customer centricity, the vocabulary of customer centricity and customer relationship management (CRM).

MODULE THREE: Go to Market Strategies
Core concepts include omni-channel strategy and online-offline interaction, social targeting, social advertising and persuasion.

Recommended Background

While no background is required for this course, a basic knowledge of marketing concepts may be helpful.

Suggested Readings

Optional, recommended readings will be posted throughout the course at no cost.
Some of readings will be taken from:

Pete Fader’s Customer Centricity

Barbara Kahn’s Global Brand Power

David Bell's Location is (Still) Everything: The Surprising Influence of How We Search, Shop, and Sell in the Virtual One

Course Format

This course is presented as a combination of lecture videos, quizzes and discussion.


How does this course help me with my own business?

At the end of this course, you will know how to identify your core costumers, how to communicate with them, and how to keep them coming back for more. Along with the other courses in Wharton’s Business Foundations Specialization, Introduction to Marketing will provide you with the tools you need to able to address your own business challenges. You can even choose to do your capstone project on your own business challenge, and get feedback on your plan from your classmates and Wharton-trained staff.

How does this course help me in my job?

Introduction to Marketing covers not only the key principles of effective marketing, but also the vocabulary used to describe them. After successfully completing this course, you will be able to read, understand, and create marketing strategies, which you can use at your current job, or to get a new one.

How does this course help me if I am thinking about going to business school?

This course was designed to give you a glimpse into what you can learn at business school. While it is based on courses offered at Wharton, it is shorter, and focuses on foundational skills that are a requirement for further study in business. Completing this course and the others in Wharton’s Business Foundations specialization will give you a solid grounding for pursuing further studies in graduate business education.

Once I complete this course, how can I learn more?

This course is part of Wharton’s Business Foundations Specialization, where you can learn the foundational skills and language of business necessary to address business challenges and then apply them to a real-world challenge by creating a strategic plan. For more information on the specialization, please go to (link to Specialization page). For more online learning opportunities from Wharton, please go to

I took one of these courses in an earlier version. Will I get credit for it in this Specialization?

If you earned a Verified Certificate in one of these courses when they were offered in 2013-2014, you may apply it towards completing this Specialization and participating in the final Capstone project. However, if you earned an unverified Statement of Accomplishment in any of the courses, you will need to retake the course or courses and earn a Verified Certificate to complete the Specialization.