Introduction to Marketing

About this course: 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.

Created by:  University of Pennsylvania

• Taught by:  Barbara E. Kahn, Professor of Marketing and Director, Jay H. Baker Retailing Center

  The Wharton School

• Taught by:  Peter Fader, Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative

  The Wharton School

• Taught by:  David Bell, Xinmei Zhang and Yongge Dai Professor, Professor of Marketing

  Marketing

Basic Info Course 1 of 6 in the Business Foundations Specialization Commitment 5 weeks of study, 4-6 hours/week Language English, Subtitles: Ukrainian, Chinese (Simplified), Vietnamese, Turkish, Japanese How To Pass Pass all graded assignments to complete the course. Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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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.

Syllabus


WEEK 1


BRANDING: Marketing Strategy and Brand Positioning



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!


7 videos, 3 readings expand

1. Reading: Syllabus
2. Reading: FAQ
3. Reading: Additional Readings
4. Video: Marketing 101: Building Strong Brands Part I
5. Video: Marketing 101: Building Strong Brands Part II
6. Video: Strategic Marketing
7. Video: Segmentation and Targeting
8. Video: Brand Positioning
9. Video: Brand Mantra: The Elevator Speech
10. Video: Experiential Branding

Graded: Quiz #1

WEEK 2


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



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.


9 videos expand

1. Video: From Product-Centric to Customer-Centric Management
2. Video: Cracks in the Product-Centric Approach
3. Video: Data-Driven Business Models
4. Video: Three Cheers for Direct Marketing
5. Video: Which Firms Are Customer Centric?
6. Video: What is Customer Centricity?
7. Video: Living in a Customer-Centric World
8. Video: Reflections on Customer Centricity
9. Video: Questions on Customer Centricity

Graded: Quiz #2

WEEK 3


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



Professor David Bell takes over this week as we begin our third module! We are shifting focus to the critical topic of "Go to Market Strategies." The "go to market" strategy offers more possibilities than ever before as companies have the potential to address consumers both offline and online through a variety of platforms. Professor Bell has been able to work on these very issues with several exciting startups and will use those experiences to help illustrate this week's material.


12 videos expand

1. Video: Introduction and Execution
2. Video: Online/Offline Competition
3. Video: Friction
4. Video: The Long Tail Part 1
5. Video: The Long Tail Part 2
6. Video: Preference Isolation
7. Video: How Internet Retailing Startups Grow
8. Video: Customers and Digital Marketing
9. Video: Influence and How Information Spreads
10. Video: Pricing Strategies 1: Introduction
11. Video: Pricing Strategies 2: Customer Factors
12. Video: The 7ms

Graded: Quiz #3

WEEK 4


BRANDING: Effective Brand Communications Strategies and Repositioning Strategies



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.


6 videos expand

1. Video: Brand Messaging & Communication
2. Video: Brand Elements: Choosing a Brand Name
3. Video: Brand Elements: Color & Taglines
4. Video: Brand Elements: Packaging
5. Video: Brand Elements: Persuasion
6. Video: Repositioning a Brand

Graded: Final Exam

WEEK 5


Applied Marketing (Optional)
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.


10 videos expand

1. Video: The Brand Named Jennifer
2. Video: Awesomeness TV
3. Video: Playboy in China
4. Video: Crocs
5. Video: Barriers To, and Challenges Of, CustomerCentricity
6. Video: Pay It Forward: Google and others
7. Video: CLV: Electronic Arts
8. Video: Rewarding CLV: Merial
9. Video: Customer Analytics Initiative
10. Video: New Start-ups in Customer Centricity