About this Course
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Approx. 14 hours to complete

Suggested: 5 weeks of study, 4-6 hours/week...

English

Subtitles: Ukrainian, Chinese (Simplified), Vietnamese, Turkish, English, Japanese...

Skills you will gain

Positioning (Marketing)MarketingMarketing StrategyCustomer Satisfaction

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 14 hours to complete

Suggested: 5 weeks of study, 4-6 hours/week...

English

Subtitles: Ukrainian, Chinese (Simplified), Vietnamese, Turkish, English, Japanese...

Syllabus - What you will learn from this course

Week
1
2 hours to complete

BRANDING: Marketing Strategy and Brand Positioning

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 #120m
Week
2
2 hours to complete

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

9 videos (Total 81 min), 1 quiz
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 #220m
Week
3
2 hours to complete

GO TO MARKET STRATEGIES: Online-Offline Interaction & How to Find Lead Users and Facilitate Influence and Contagion

12 videos (Total 113 min), 1 quiz
12 videos
Online/Offline Competition4m
Friction4m
The Long Tail Part 110m
The Long Tail Part 29m
Preference Isolation14m
How Internet Retailing Startups Grow12m
Customers and Digital Marketing9m
Influence and How Information Spreads11m
Pricing Strategies 1: Introduction11m
Pricing Strategies 2: Customer Factors12m
The 7ms9m
1 practice exercise
Quiz #320m
Week
4
3 hours to complete

BRANDING: Effective Brand Communications Strategies and Repositioning Strategies

6 videos (Total 87 min), 1 quiz
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 Exam1h 20m
4.8
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started a new career after completing these courses

36%

got a tangible career benefit from this course

11%

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Top reviews from Introduction to Marketing

By MKDec 11th 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!

By ATJun 9th 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...!

Instructors

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Barbara E. Kahn

Professor of Marketing and Director, Jay H. Baker Retailing Center
The Wharton School
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Peter Fader

Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
The Wharton School
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David Bell

President and Co-Founder at Idea Farm Ventures (IFV)
Marketing

About 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. ...

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

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.