Introduction to Marketing

Start Date: 07/05/2020

Course Type: Common Course

Course Link:

About Course

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.

Course Syllabus

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!

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Course Introduction

Introduction to Marketing Strategy Do you want to know how to market your product or service? This course will teach you how to do so using marketing strategy. Marketing strategy is the art of getting your product or service noticed and getting it on the shelves so that people know what you have and can buy it. Using the insights you’ve gained about marketing and product strategy, we will look at how to market a product that you are passionate about and that someone else is interested in. That is, the difference between marketing strategy and product strategy. You will learn the fundamentals of marketing strategy through example and practical case studies. You will also learn how to apply marketing to different areas of your business. You will also learn how to market effectively by using the market’s insights. This is the first course in the specialization: Marketing Strategy for Entrepreneurs. To succeed in this specialization, you should have at least 1-2 years of experience developing marketing plans and strategies. You should also have a basic understanding of business concepts and a good understanding of the communication strategies and tactics used by businesses today. Learning Goals: After completing this course, you will be able to: 1. Design marketing campaigns with a clear focus and individualized to the size and type of business (company or organization). 2. Use marketing as a communication tool for the organization, the client or the team. 3. Use marketing to get product or service noticed and

Course Tag

Positioning (Marketing) Marketing Marketing Strategy Customer Satisfaction

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