An Introduction to Marketing

开始时间: 10/14/2014 持续时间: 9 weeks

所在平台: Coursera

课程类别: 商业与管理学

大学或机构: University of Pennsylvania(宾夕法尼亚大学)

授课老师: Peter Fader Barbara E. Kahn David Bell



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This course is part of the Wharton MBA foundation series in the MOOC format. It is taught by three of Wharton's top faculty in the marketing department, which is consistently ranked as the #1 marketing department in the world. This course features on-location videos and debates between the three professors.

The three core topics focus on customer loyalty. The first is about branding: given a very disparate world in which new startups are emerging constantly, brand equity is one of the key elements of keeping customers so that they have a trusted source for their needs. The second topic is customer centricity, which is taught in a global context where students learn how to gather needs and focus on the customer via discussion forums and empirical examples which are advanced by the mix of cultures in the course. Finally, the course explores practical, go-to-market strategies to help students understand the drivers that influence customers and see how these are implemented prior to making an investment.

Click below for the other Wharton MBA Foundation Series courses:

An Introduction to Corporate Finance
An Introduction to Financial Accounting
An Introduction to Operations Management


MODULE ONE: Branding
Weeks 1 - 3

  1. Marketing Strategy and Brand Positioning
  2. Customer Decision Making and the Role of Brand
  3. Brand Communications and Repositioning

MODULE TWO: Customer Centricity
Weeks 4 - 6
  1. Establishing Competitive Advantage through Customer Centricity
  2. How Can Customer Centricity be Profitable?
  3. Vocabulary of Customer Centricity and Customer Relationship Management (CRM)

MODULE THREE: Go to Market Strategies
Weeks 7 - 9
  1. Omni-Channel Strategy and Online-Offline Interaction
  2. How to Find Lead Users and Facilitate Influence and Contagion
  3. Social Targeting, Social Advertising and Persuasion





This Wharton course will teach the fundamentals of marketing by getting to the root of customer decision making. The course will focus on branding strategies, customer centricity and new market entry.


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