Executive Education: Marketing 101

Wharton School 2006 Graduation

Wharton School (Photo credit: Jack Duval)

Wharton Business School is offering the “Introduction to Marketing” module for free online comprising just three modules spanning over three weeks, each covering the critical fundamentals of marketing. Each module will be led by one of the three instructors; and will be held in a dialogue format, including an assessment of the material. Students will receive empirical examples of practical strategy implications of the implementation of marketing strategies.

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

Sessions will commence from Oct 14th 2013 (9 weeks long). The instructors are: David Bell, Peter Fader and Barbara Kahn. Sign up here.


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