Introduction to Marketing

This course is part of the Business Foundations Specialization

When you enroll in this course, you’ll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

Presented by three esteemed faculty members from Wharton’s globally top-ranked marketing department, this course comprehensively addresses three fundamental aspects of cultivating customer loyalty: branding, customer-centric approaches, and effective go-to-market strategies.

In this course, you’ll grasp essential principles pertaining to:

Branding: Understanding that brand equity is a crucial factor in retaining customers within a rapidly evolving landscape where new startups continually emerge.

Customer centricity: Recognizing that customer centricity, distinct from mere customer service, commences with a focus on the customer and understanding their needs.

Go-to-market strategies: Gaining insights into the factors that influence customers and observing how these are applied before committing to an investment.

Upon successful completion of this course as part of Wharton’s Business Foundations Specialization, you’ll have the opportunity to engage in the Capstone Project. This involves preparing a strategic analysis and proposing solutions to real business challenges posed by companies under Wharton’s governance, such as Shazam and SnapDeal. Alternatively, you can address a challenge encountered within your own company or organization. Top submissions will be evaluated by Wharton-trained professionals, and the highest-scoring projects prepared for Shazam and SnapDeal will be reviewed by their respective leadership teams.

The University of Pennsylvania, often referred to as UPenn or Penn, is a prestigious private Ivy League research university located in Philadelphia, Pennsylvania, United States. Established in 1740, it is one of the oldest universities in the United States and holds a rich history of academic excellence, innovation, and contributions to society.

UPenn offers a wide range of undergraduate, graduate, and professional programs across various disciplines, including arts and sciences, business, law, medicine, engineering, education, design, and more. The university is known for its interdisciplinary approach to education and research, encouraging collaboration between different fields of study.

The campus is home to numerous research centers, institutes, and museums, contributing to advancements in various academic and scientific domains. Notable research facilities include the Perelman School of Medicine, Wharton School of Business, Annenberg School for Communication, and the School of Engineering and Applied Science.

In addition to academics, UPenn is recognized for its vibrant student life and diverse student body. The university encourages students to engage in extracurricular activities, community service, and leadership roles through various student organizations, clubs, and sports teams.

Overall, the University of Pennsylvania is esteemed for its commitment to academic excellence, research prowess, and producing influential alumni who have made significant contributions in various fields around the world.

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