Introduction to Marketing
Master core marketing concepts: branding, customer centricity, and go-to-market strategies from Wharton's top faculty.
Master core marketing concepts: branding, customer centricity, and go-to-market strategies from Wharton's top faculty.
This course cannot be purchased separately - to access the complete learning experience, graded assignments, and earn certificates, you'll need to enroll in the full Business Foundations Specialization program. You can audit this specific course for free to explore the content, which includes access to course materials and lectures. This allows you to learn at your own pace without any financial commitment.
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What you'll learn
Master branding and strategic market positioning
Develop customer-centric business approaches
Design effective go-to-market strategies
Understand pricing and communication strategies
Create compelling brand messaging
Skills you'll gain
This course includes:
7.4 Hours PreRecorded video
4 assignments
Access on Mobile, Tablet, Desktop
FullTime access
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There are 5 modules in this course
This comprehensive marketing course covers three core topics essential for building customer loyalty: branding, customer centricity, and go-to-market strategies. Students learn key principles of brand equity, customer-focused strategies, and practical market implementation. The curriculum features real-world examples, case studies, and optional applied marketing modules that demonstrate concepts in action. Taught by Wharton's top marketing faculty, the course emphasizes both theoretical understanding and practical application.
BRANDING: Marketing Strategy and Brand Positioning
Module 1 · 2 Hours to complete
CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity
Module 2 · 1 Hours to complete
GO TO MARKET STRATEGIES: Communications Strategy & Fundamentals of Pricing
Module 3 · 3 Hours to complete
BRANDING: Effective Brand Communications Strategies and Repositioning Strategies
Module 4 · 1 Hours to complete
Applied Marketing
Module 5 · 30 Minutes to complete
Fee Structure
Instructors
Leading Marketing Scholar and Director at The Wharton School
Barbara E. Kahn is the Patty and Jay H. Baker Professor of Marketing and the Director of the Jay H. Baker Retailing Center at The Wharton School, a position she has held since January 2011. Before returning to Wharton, Barbara served as Dean and Schein Family Chair Professor of Marketing at the University of Miami, where she significantly enhanced the school's research and teaching capabilities by launching global initiatives and forming partnerships with the business community. Her leadership helped elevate the school’s rankings and fostered a robust academic environment, exemplified by the establishment of the Global Business Forum, which attracted over 1,000 industry leaders to campus.
Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania, where he specializes in analyzing behavioral data to forecast customer shopping and purchasing activities. His research spans various industries, including telecommunications, financial services, gaming, retailing, and pharmaceuticals, focusing on critical topics such as customer relationship management and the lifetime value of customers. Fader's work often reveals consistent yet surprising behavioral patterns that transcend different sectors.In addition to his academic role, Professor Fader co-founded Zodiac, a predictive analytics firm sold to Nike in 2018, and currently runs Theta Equity Partners, which focuses on customer-based corporate valuation. He is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and co-author of The Customer Centricity Playbook. His insights have been featured in major publications like The New York Times and The Wall Street Journal, and he was recognized by Advertising Age as one of its inaugural "25 Marketing Technology Trailblazers." At Wharton, he teaches courses such as "Customer Analytics" and "Introduction to Marketing," equipping students with the tools necessary to thrive in today's data-driven marketing landscape.
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4.8 course rating
12,851 ratings
Frequently asked questions
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