About 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.
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.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 10 hours to complete
English
Subtitles: English, Chinese (Simplified)

Offered by

University of Pennsylvania logo

University of Pennsylvania

Syllabus - What you will learn from this course

Content RatingThumbs Up97%(27,480 ratings)Info
Week
1

Week 1

2 hours to complete

BRANDING: Marketing Strategy and Brand Positioning

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
Week
2

Week 2

2 hours to complete

CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity

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
Week
3

Week 3

3 hours to complete

GO TO MARKET STRATEGIES: Communications Strategy & Fundamentals of Pricing

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
Week
4

Week 4

2 hours to complete

BRANDING: Effective Brand Communications Strategies and Repositioning Strategies

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

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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....
Business Foundations

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