An Introduction to Marketing Learn more

What is marketing?
Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling it. It is a critical business function for attracting customers. Companies hire marketing experts to help promote their products and boost their sales.
?Who can take this course?
“Introduction to Marketing” is a self-contained course that does not need any specific background; anybody interested in learning marketing skills is welcome. However, since it is a graduate level MBA course, basic knowledge of marketing concepts may be helpful. Potential candidates for this course are undergraduate students of MBA planning to specialize in marketing, or those professionals who are in the middle of their careers but are facing difficulties in developing effective marketing policies to promote their products or services.
What will you learn from this course?
This introductory course in marketing has been designed teach the participants fundamentals of marketing by getting to the root of customer decision making. The three core topics that will be discussed in this course focus on customer loyalty. These include branding, customer centricity and go to market strategies. At the end of the course, you will have an extensive knowledge of drivers that influence customers and you will be able to analyze how these drivers can be implemented before making an investment.
Course Outline:
This free online introductory course in Marketing will focus on following topics:
- Marketing Strategy and Brand Positioning
- Customer Decision Making and the Role of Brand
- Brand Communications and Repositioning
- Customer Centricity
- Establishing Competitive Advantage through Customer Centricity
- How Can Customer Centricity be Profitable?
- Vocabulary of Customer Centricity and Customer Relationship Management (CRM)
- Go to Market Strategies
- Omni-Channel Strategy and Online-Offline Interaction
- How to Find Lead Users and Facilitate Influence and Contagion
- Social Targeting, Social Advertising and Persuasion
Author Bio:
This free online course has been jointly prepared by David Bell, Peter Fader and Barbara E. Kahn.

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