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Introduction to Marketing

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 thr...
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Content

Platform: Coursera
Video: 7h 31m
Language: English

Table of contents

Description

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.

You will learn

Requirements

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This course is for

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The Wharton School
University of Pennsylvania
Barbara E. Kahn returned to The Wharton School in January 2011 to serve as the Patty and Jay H. Baker Professor of Marketing and the Director of the Jay H. Baker Retailing Center. Prior to rejoining Wharton, Barbara served for three and a half years as the Dean and Schein Family Chair Professor of Marketing at the School of Business Administration, University of Miami, Coral Gables, Florida. While Dean at the University of Miami, she launched new global initiatives and academic programs, attracted top faculty from some of the world’s leading business schools to enhance the caliber of the school’s research and teaching, and established new partnerships with the business community. All of these initiatives helped the School rise significantly in the ratings. She also established the Global Business Forum at the University of Miami which brought over 1000 leading business executives and professionals to the campus. Barbara is an internationally recognized scholar on variety seeking, brand loyalty, retail assortment issues and patient decision-making whose research provides marketing managers with a better understanding of the consumer choice process. She has published more than 50 articles in leading academic journals. Between 1982 and 2006, she was the world’s seventh most published author of articles in the most prestigious marketing journals. She is the author of the The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless Disruption (Wharton Digital Press), Global Brand Power: Leveraging Branding for Long-Term Growth and a co-author of Grocery Revolution: The New Focus on the Consumer, a book that chronicled the dramatically changing supermarket industry and outlined how consumers make choices within the supermarket. She received her PhD, MBA and MPhil degrees from Columbia University, and a BA in English Literature from the University of Rochester.
Platform: Coursera
Video: 7h 31m
Language: English

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