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.
Offered By
Business Foundations SpecializationUniversity of PennsylvaniaAbout this Course
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Learner Career Outcomes
33%
started a new career after completing these courses
36%
got a tangible career benefit from this course
11%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 1 of 6 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 10 hours to complete
English
Subtitles: English, Chinese (Simplified)
Skills you will gain
Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction
Learner Career Outcomes
33%
started a new career after completing these courses
36%
got a tangible career benefit from this course
11%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 1 of 6 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 10 hours to complete
English
Subtitles: English, Chinese (Simplified)
Offered by
University of Pennsylvania
The University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies.
Syllabus - What you will learn from this course
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!
2 hours to complete
7 videos (Total 80 min), 3 readings, 1 quiz
7 videos
Marketing 101: Building Strong Brands Part II4m
Strategic Marketing11m
Segmentation and Targeting12m
Brand Positioning12m
Brand Mantra: The Elevator Speech9m
Experiential Branding13m
3 readings
Syllabus10m
FAQ10m
Additional Readings10m
1 practice exercise
Quiz #130m
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.
2 hours to complete
9 videos (Total 81 min)
9 videos
Cracks in the Product-Centric Approach9m
Data-Driven Business Models4m
Three Cheers for Direct Marketing3m
Which Firms Are Customer Centric?12m
What is Customer Centricity?11m
Living in a Customer-Centric World14m
More Reflections on Customer Centricity3m
Questions on Customer Centricity6m
1 practice exercise
Quiz #230m
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.
3 hours to complete
15 videos (Total 173 min)
15 videos
Key Trends12m
Media Planning8m
Pricing4m
Understanding Price Sensitivity10m
Measuring Price Elasticity16m
Psychological Aspects of Pricing11m
Analytic Foundations for Pricing25m
Economic Value to the Customer18m
Creating Customer Access18m
Disruption in Information Delivery7m
Managing Channel Conflict3m
Online Retailing and E-Commerce12m
Digital Marketing Foundations9m
Summary2m
1 practice exercise
Quiz #330m
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.
2 hours to complete
6 videos (Total 87 min)
6 videos
Brand Elements: Choosing a Brand Name19m
Brand Elements: Color & Taglines11m
Brand Elements: Packaging10m
Brand Elements: Persuasion13m
Repositioning a Brand18m
1 practice exercise
Final Exam30m
Reviews
TOP REVIEWS FROM INTRODUCTION TO MARKETING
by AApr 16, 2016
Excellent professors and depth of discussion, however there should be more additional material for reference and extension. Professor Kahn's sessions were outstanding (objective, fluid and practical).
by ATJun 8, 2017
This course enhanced my perspective, I took it parallel to my ongoing courese, the cases discussed in this module helped me to analyse the application of various marketing concepts. Thanks a lot...!
by ATDec 2, 2015
Learned a lot of things in this course. Have already started changing the way I think about pricing in my current position. I hope we get the opportunity to apply these concepts in Capstone project.
by MKDec 10, 2015
Great! I am taking the course with almost no experience in this area. Really enjoyed this class and learned a lot. A lot of practical examples which helped me to understand all the parts. Thank you!
About the Business Foundations Specialization
In this Specialization, you’ll develop basic literacy in the language of business, which you can use to transition to a new career, start or improve your own small business, or apply to business school to continue your education. In five courses, you’ll learn the fundamentals of marketing, accounting, operations, and finance. In the final Capstone Project, you’ll apply the skills learned by developing a go-to-market strategy to address a real business challenge.
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