Introduction to Marketing

Learn the fundamentals of marketing by getting to the root of customer decision-making. Key topics include branding strategies (e.g., brand positioning, brand communications), customer-centric marketing strategy, and new market entry (e.g., channel strategy, marketing planning). After successfully completing this course, you can apply these skills to a real-world business challenge as part of the Wharton Business Foundations Specialization.

About the Course
PART OF WHARTON’S BUSINESS FOUNDATIONS SPECIALIZATION

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.

You’ll learn key principles in

• Branding: brand equity is one of the key elements of keeping customers in a dynamic world in which new startups are emerging constantly. 
• Customer centricity: not synonymous with customer service, customer centricity starts with customer focus and need-gathering. 
• Go-to-market strategies: understand the drivers that influence customers and see how these are implemented prior to making an investment. 

Complete this course as part of Wharton's Business Foundations Specialization, and you'll have the opportunity to take the Capstone Project and prepare a strategic analysis and proposed solution to a real business challenge from Wharton-governed companies like Shazam and SnapDeal or to a challenge faced by your own company or organization. Wharton-trained staff will evaluate the top submissions, and leadership teams at Shazam and SnapDeal will review the highest scoring projects prepared for their companies.

Course Format

This course is presented as a combination of lecture videos, quizzes and discussion.

Instructors: