University of Pennsylvania

Introduction to Marketing

This course is part of Business Foundations Specialization

Taught in English

Some content may not be translated

Barbara E. Kahn
Peter Fader
Jagmohan Raju

Instructors: Barbara E. Kahn

389,667 already enrolled

Included with Coursera Plus

Course

Gain insight into a topic and learn the fundamentals

4.8

(12,669 reviews)

|

97%

10 hours (approximately)
Flexible schedule
Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

4 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.8

(12,669 reviews)

|

97%

10 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

Placeholder

Build your subject-matter expertise

This course is part of the Business Foundations Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
Placeholder
Placeholder

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV

Share it on social media and in your performance review

Placeholder

There are 5 modules in this course

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!

What's included

7 videos3 readings1 quiz

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.

What's included

9 videos1 quiz

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.

What's included

15 videos1 quiz

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.

What's included

6 videos1 quiz

These short lectures apply marketing principles taught in the course to current examples. Content in these lectures may deepen your understanding of course concepts, but won't be tested directly on the quizzes or exam.

What's included

10 videos

Instructors

Instructor ratings
4.8 (1,686 ratings)
Barbara E. Kahn
University of Pennsylvania
4 Courses414,223 learners
Peter Fader
University of Pennsylvania
4 Courses657,341 learners

Offered by

Recommended if you're interested in Marketing

Why people choose Coursera for their career

Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Learner reviews

Showing 3 of 12669

4.8

12,669 reviews

  • 5 stars

    80.44%

  • 4 stars

    16.84%

  • 3 stars

    2.03%

  • 2 stars

    0.33%

  • 1 star

    0.33%

JD
5

Reviewed on May 8, 2017

AK
5

Reviewed on Jul 17, 2016

AO
4

Reviewed on Apr 16, 2016

New to Marketing? Start here.

Placeholder

Open new doors with Coursera Plus

Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Frequently asked questions