An Introduction To Marketing
School: Wharton School of Business
Link: An Introduction To Marketing (Includes Introductory Video)
Start Date: Not Specified (Launched in October 2013. 9 Weeks Long.)
Workload: 5-6 Hours Per Week
Instructors: David Bell, Peter Fader, Barbara E. Kahn
Credentials: Professor Bell teaches Marketing Management in Wharton’s MBA and Executive MBA program. Aside from being extensively published in resources like the Journal of Consumer Research and the Journal of Marketing, Bell is also the Academic Director for Wharton’s Advanced Management Program. Professor Fader is the Co-Director of the Wharton Customer Analytics Initiative and author of the acclaimed Customer Centricity: Focus on the Right Customers for Strategic Advantage. Before returning to Wharton, Professor Kahn served as the Dean of the School of Business Administration at the University of Miami in Coral Gables, Florida. From 1982-2006, Kahn was among the most published author of articles in the most prestigious marketing journals.
Graded: Students can earn a Statement of Accomplishment from Coursera for scoring 70 percent or above overall on quizzes and exams. There is a $49 fee for a statement.
Description: The course will be divided into three modules: Branding, customer centricity, and go-to-market strategies, with concepts taught in the context of how real companies implemented them. Each module lasts three weeks and will be led by one of the three instructors. After the module is completed, the instructors will hold an interactive discussion about the material followed by an assessment. A course syllabus is available on the Coursera link.
Review: “A quick and solid introduction to the principles of marketing and some of its current trends are well delivered by three professors from one of the top business schools in the U.S. Material is pretty straight forward, peppered with lots of examples and a single case study.” For additional reviews on this course, click here.
Additional Background: FutureLearn also offers a course called “The Secret Power of Brands” through the University of East Anglia. To access this course, click here.