subject
Intro

Coursera: Introduction to Marketing

 with  David Bell, Peter Fader and Barbara Kahn
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.

Syllabus

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!

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.

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.

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.

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.

53 Student
reviews
Cost Free Online Course (Audit)
Pace Upcoming
Subject Marketing
Provider Coursera
Language English
Certificates Paid Certificate Available
Hours 5-6 hours a week
Calendar 5 weeks long
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David Bell
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Marketing is changing rapidly, along with modern consumer behavior. Wharton Professor David Bell on the Intro to Marketing MOOC. Read
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What are MOOCs?
MOOCs stand for Massive Open Online Courses. These are free online courses from universities around the world (eg. Stanford Harvard MIT) offered to anyone with an internet connection.
How do I register?
To register for a course, click on "Go to Class" button on the course page. This will take you to the providers website where you can register for the course.
How do these MOOCs or free online courses work?
MOOCs are designed for an online audience, teaching primarily through short (5-20 min.) pre recorded video lectures, that you watch on weekly schedule when convenient for you.  They also have student discussion forums, homework/assignments, and online quizzes or exams.

53 reviews for Coursera's Introduction to Marketing

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2 out of 3 people found the following review useful
a year ago
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Anonymous completed this course.
This course on Marketing is a marketing disaster for WhartonOnline. This course made me understand atleast one thing in great clarity, that I should not waste money on Wharton courses. The amount of effort put into the course material, into the organization and flow of material (or lack thereof), and into the quality o Read More
This course on Marketing is a marketing disaster for WhartonOnline. This course made me understand atleast one thing in great clarity, that I should not waste money on Wharton courses. The amount of effort put into the course material, into the organization and flow of material (or lack thereof), and into the quality of videos and content delivery, would sum up right about to Zero. Needless to say, this review is going to be highly critical, since I expected some value and quality from a school like Wharton. Should you pay $95 for this course. I think they should pay you for wasting your time. The course tries to teach the importance of branding, and customer centricity, and personifies how not to do it.

Here are some specific complaints I have with the course, in no particular order. You might not agree with all of them, and some might seem insignificant, but in any case, here they are :

1. Platform : The entire course is just a series of videos, and plenty of them are over 15 minutes long. It's hard to imagine that students would be able to keep their attention, and grasp new and/or tough concepts with such an approach. A combination of text, figures, videos, and interactive exercises would have made it much easier to grasp the material

2. Videos : High school kids can make multimedia of better quality. Videos consist of someone talking for several minutes, with occasional inclusion of presentation slides. Slides are no help either. It seems material is copied out of a text book, then pasted into a slide, and then integrated into a video. And then professor spends a few minutes reading out the text of the slides. The diagrams are lifeless, asymmetrical and does not help advance the understanding.

3. Structure : The order in which videos are presented doesn't make sense. There is no structure to the material which would help you understand the concepts in a logical and progressive manner. Sometimes, the heading of the video does not even seem to match with the content. It feels all videos were filmed in an ad hoc fashion and then just put together in a random order.

4. Discussion Forum is not a great help either. You would want to see more activity and brainstorming there, considering so many students take this course. But, there is no incentive for the students to share ideas and contribute, since passing the course does not depend on discussion forums. When "Mentors" reply to some answers, those answers seemed to be pasted out of a text book.

5. Quiz : In its current structure, there is no point of having a quiz at the end of the week. The goal should be assimilating or internalizing the material and concepts, not just pass the quiz. The course allows you to retake a quiz upto 3 times a week, so you don't really need to go through the videos at all. They don't check if you went through all the videos before taking the quiz. And they don't give you answers and explanation after the quiz is done, since then the students would always score 100% on the second try. If I can not even understand where my understanding lacks and fix it, why am I taking this quiz.

8. Final Exam : You can find answers to most questions by just searching the key phrase in the course material. And they help you in doing that by telling you which Professor's videos you need to search. They don't test you on concepts, they test you whether you can remember what the Professor X meant when he/she made a statement Y.

9. Content Delivery: I found second week to be the best in terms of content delivery, but the rest of the weeks were more or less lacking. The examples or analogies given did not always match the concept introduced. If you read the transcript of the videos, the sentences spoken would not even make much sense. Many times, you can find the professor glancing down, as if looking at the laptop screen besides her, to read out the slides. The professor comes out as nervous and fidgety, which is very distracting, to say the least.

If you are still reading this review, I hope you would spend your $95 on a subscription to a business magazine, or may be just on some good food. This course is definitely not worth it, and it 'll cost you more in your precious time.
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8 out of 9 people found the following review useful
3 years ago
Adelyne Chan completed this course, spending 3 hours a week on it and found the course difficulty to be medium.
One of the best MOOCs I have taken to date and highly recommend. I am a science student who is new to marketing but found this course extremely easy to follow, Profs Kahn, Fader and Bell are all highly engaging, knowledgeable and provide adequate links to external research to allow further study into the subject. The Read More
One of the best MOOCs I have taken to date and highly recommend. I am a science student who is new to marketing but found this course extremely easy to follow, Profs Kahn, Fader and Bell are all highly engaging, knowledgeable and provide adequate links to external research to allow further study into the subject.

The modular nature of this course makes it easy to transition from one topic to the next, with each of the three professors spending 3 weeks going through the material of a particular module. There is also a lot of reference to real-life situations, making the course material easier to relate. I would highly recommend this MOOC not only for MBA students but for anyone interested to understand the basics of marketing and the strategies being applied by corporate firms.
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7 out of 7 people found the following review useful
3 years ago
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Anonymous completed this course.
This course was excellent, very in-depth. I graduated in 1998 and Marketing has evolved tremendously since then. This course allowed me to update my knowledge.

Also they offer very good price on their ebooks which are very good (4 dollars).
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2 out of 2 people found the following review useful
a year ago
Dissipate audited this course and found the course difficulty to be easy.
The depth of material was appropriate for an introductory course, and I think the entire course can be completed in a week. Very informative and helpful. Barbara Kahn gave the lectures on branding, marketing strategy and brand positioning (weeks 1 and 4). Peter Fader gave the lectures on customer centricity (week 2). Read More
The depth of material was appropriate for an introductory course, and I think the entire course can be completed in a week. Very informative and helpful.

Barbara Kahn gave the lectures on branding, marketing strategy and brand positioning (weeks 1 and 4). Peter Fader gave the lectures on customer centricity (week 2). David Bell gave the lectures on market strategies (week 3).

I found Barbara Kahn's lectures the clearest and most structured with tons of useful concrete information. Peter Fader was second in place. I found David Bell's lectures difficult to follow, and it felt like he was regularly going off on tangents. I was taking notes through the course and managed to get structured ones for Barbara Kahn and Peter Fader, but my notes for David Bell do not really flow and connect.

Lastly, I think it would help if David Bell tried to neutralize his New Zealand accent. It was perfectly understandable but somehow fatiguing, and I stopped watching the lectures and just read the transcripts after 15 mins into his videos.
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2 out of 2 people found the following review useful
2 years ago
Vijayakumar Menon N completed this course, spending 6 hours a week on it and found the course difficulty to be medium.
Introduction to Marketing is a course that covers a lot of ground on Marketing management including branding, customer centricity and strategies for entering into the market. It is difficult to believe that you can learn such a lot of concepts in a MOOC course. The three professors Barbara Kahn, David Bell and Peter Fa Read More
Introduction to Marketing is a course that covers a lot of ground on Marketing management including branding, customer centricity and strategies for entering into the market. It is difficult to believe that you can learn such a lot of concepts in a MOOC course. The three professors Barbara Kahn, David Bell and Peter Fader have done their best to make the course a great learning experience. It is the first course you must do to get a fundamental knowledge of all areas of the marketing management discipline.

The course has recently been shortened into a 4 weeks course. It is now a part of Whartons Business Foundations Specialization with 3 other courses.
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4 out of 5 people found the following review useful
3 years ago
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Anonymous completed this course.
This is without any doubt the best online course I have done and I can't tell enough about how greatly I have benefited from it. No wonder why Wharton is thought to have the best marketing department in the world. Well structured, excellent teachers, great case studies. I wish I could do an Online MBA majoring Marketi Read More
This is without any doubt the best online course I have done and I can't tell enough about how greatly I have benefited from it. No wonder why Wharton is thought to have the best marketing department in the world.

Well structured, excellent teachers, great case studies. I wish I could do an Online MBA majoring Marketing at Wharton School under this faculty.

Highly Recommend this course.
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2 out of 2 people found the following review useful
3 years ago
Lydia Grachyova completed this course, spending 3 hours a week on it and found the course difficulty to be medium.
Great course! I recommend it to everyone who wants to learn about marketing. I was taking this MOOC when a friend of mine was enrolled in intro to marketing class in an actual university. In the end, I learned more about marketing than he did in his class at the respectable university with higher attendance fees. Whe Read More
Great course! I recommend it to everyone who wants to learn about marketing. I was taking this MOOC when a friend of mine was enrolled in intro to marketing class in an actual university. In the end, I learned more about marketing than he did in his class at the respectable university with higher attendance fees.

Whether you just want to audit this course or receive a verified certificate, this MOOC has great value for money. It's well-taught and well-organized, you will like it!
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2 out of 2 people found the following review useful
3 years ago
Iulia Tircolea completed this course, spending 10 hours a week on it and found the course difficulty to be medium.
Hands down, one of the best courses i've ever taken. While it presents itself as a mere introduction to marketing, the information might seem a bit too much for someone with no background. The course has a great structure (no bite-sized videos, but in-depth diving into a subject) and an approach i haven't explored before - centricity. I highly recommend it!
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1 out of 3 people found the following review useful
2 years ago
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Anonymous audited this course.
Highly disappointed.

The material sounded interesting but the treatment is poor. It doesn't have the right depth.

Professors are not engaging. Discussions in the board is abysmal.

It's. Shame people were made to pay for this course. If it weren't from Wharton, it would not even be featured.
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3 out of 3 people found the following review useful
2 years ago
Laura M completed this course and found the course difficulty to be easy.
I really liked this class. It was a good intro to marketing, a topic I had never seen before. The professors were engaging and they seem to actually enjoy teaching the course. I liked how they used so many examples to help explain each topic.
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2 out of 2 people found the following review useful
3 years ago
Mark Jansen completed this course, spending 4 hours a week on it and found the course difficulty to be easy.
A very good marketing course produced and presented to a very high standard. Broken down in to three sections for Branding, Customer Centricity and Go-to-Market Strategy. Was interesting throughout and a very worthwhile use of time.
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3 out of 3 people found the following review useful
3 years ago
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Anonymous completed this course.
This course has a brilliant approach to marketing, quite different from the courses i have taken so far in my university. I highly recommend it!
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2 out of 3 people found the following review useful
2 years ago
Marcelo Mora completed this course.
Very useful course covering the basics of brnding, customer centricity and go to market. It's a must for every bussines owner.
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5 months ago
Auntie V completed this course, spending 6 hours a week on it and found the course difficulty to be easy.
The WOREST course I have ever taken! Yet, it's the most expensive one! The course syllabus sounded interesting and it's from Wharton, that's why I signed up, but soon I discovered the course is not substantial, I finished this course in a week without gaining any stimulating Marketing knowledge as I have expected from Wharton! What a waste of money!!!
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2 years ago
Seria muy bueno que tuviera títulos traducidos al español como hace la universidad de stanford, o se pudiera oír en el idioma español.
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2 out of 2 people found the following review useful
3 years ago
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Huy completed this course, spending 3 hours a week on it and found the course difficulty to be easy.
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3 years ago
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