Introduction to Marketing

Go to Course: https://www.coursera.org/learn/wharton-marketing

Introduction

### Course Review: Introduction to Marketing on Coursera #### Overview If you're looking to bolster your marketing skills or start your journey in the field, the "Introduction to Marketing" course on Coursera is a stellar choice. Taught by three esteemed professors from Wharton's marketing department—which is consistently ranked as the #1 in the world—this course immerses you in the foundational principles of marketing with a specific focus on customer loyalty. The course thoroughly explores three critical areas: branding, customer centricity, and practical go-to-market strategies. #### Course Structure and Content The "Introduction to Marketing" course is structured into four main modules, each addressing pivotal aspects of marketing strategy: 1. **Branding: Marketing Strategy and Brand Positioning** - Led by Professor Kahn, this module delves into the nuances of brand equity, emphasizing its crucial role in maintaining customer loyalty amidst the ever-evolving marketplace filled with new startups. You'll learn how to position your brand effectively and create lasting impressions in the minds of consumers. 2. **Customer Centricity: The Limits of Product-Centric Thinking & Opportunities and Challenges** - In this second module, Professor Peter Fader guides you through the importance of understanding customer behavior and the shift from a traditional product-centric approach to one that focuses on customer-centric strategies. This module is particularly relevant today as businesses must adapt to the rapidly changing demands of consumers. 3. **Go to Market Strategies: Communications Strategy & Fundamentals of Pricing** - Under the expertise of Professor Jagmohan Raju, students will explore essential marketing communications, pricing strategies, and how to manage channel conflicts. This module equips learners with analytical tools to craft effective communication plans, measure price elasticity, and navigate market disruptions. 4. **Branding: Effective Brand Communications Strategies and Repositioning Strategies** - Returning to branding, Professor Kahn focuses on how to effectively communicate brand messaging and reposition brands when necessary. This module highlights the significant impact of consumer perception on behavior and offers strategies to influence that perception effectively. 5. **Applied Marketing (Optional)** - The optional section provides a practical application of the principles covered in the course through industry-relevant examples. These supplementary lectures enhance understanding but are not part of the assessment. #### Learning Outcomes Upon completing this course, participants will not only grasp the theory behind critical marketing concepts but also acquire practical skills to implement in real-world scenarios. You will learn how to effectively position brands, foster customer loyalty, and devise impactful go-to-market strategies. Moreover, the interactive discussion forums tied to each module provide an excellent opportunity for peer engagement, enabling you to refine your understanding and share insights. #### Recommendation I highly recommend the "Introduction to Marketing" course for anyone interested in pursuing a career in marketing or enhancing their existing skills. The course's content, delivered by top-notch professors, is rich in insights and applicable across various industries. Whether you're a beginner or looking to refresh your knowledge, this course offers a solid foundation that is both relevant and comprehensive. Moreover, the flexibility of Coursera allows you to learn at your own pace, making it accessible for those juggling work or other commitments. Investing your time in this course could be a significant step towards unlocking your potential in the exciting field of marketing!

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!

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.

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.

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.

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.