University of Pennsylvania

Introduction to Marketing

Barbara E. Kahn
Peter Fader
Jagmohan Raju

Instructors: Barbara E. Kahn

406,051 already enrolled

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Gain insight into a topic and learn the fundamentals.
4.8

(12,971 reviews)

10 hours to complete
3 weeks at 3 hours a week
Flexible schedule
Learn at your own pace
97%
Most learners liked this course
Gain insight into a topic and learn the fundamentals.
4.8

(12,971 reviews)

10 hours to complete
3 weeks at 3 hours a week
Flexible schedule
Learn at your own pace
97%
Most learners liked this course

Details to know

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Assessments

4 assignments

Taught in English

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This course is part of the Business Foundations Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 5 modules in this course

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!

What's included

7 videos3 readings1 assignment

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.

What's included

9 videos1 assignment

In this module, you will examine the critical marketing topic, “Go to Market Strategies.” Professor Jagmohan Raju has designed these lectures to help you gain a deep understanding of the role of communications in marketing strategy, fundamentals of pricing, and how to manage channel conflicts. You will explore the 7 Ms of developing a communication plan, learn how to measure price elasticity, and understand disruption in information delivery. By the end of this module, you’ll be able to use effective analytical tools to form a communications campaign and create appropriate access points to your brand for your customer.

What's included

15 videos1 assignment

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.

What's included

6 videos1 assignment

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.

What's included

10 videos

Instructors

Instructor ratings
4.8 (1,781 ratings)
Barbara E. Kahn
University of Pennsylvania
4 Courses431,735 learners
Peter Fader
University of Pennsylvania
4 Courses679,351 learners

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4.8

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