Introduction to Marketing

Introduction to Marketing is one of the most enrolled courses on Coursera, taught by Barbara Kahn and colleagues from Wharton's marketing faculty. It covers the three pillars of modern marketing strategy — branding, customer centricity, and what Kahn calls the 'Go to Market' strategy — through both frameworks and real brand cases that illustrate where companies got it right and where they didn't.

Unlike platform-specific marketing tutorials elsewhere in this catalog, this course teaches the business strategy side of marketing: how to identify and create customer value, how to position a brand, and how to make go-to-market decisions. It's the natural theoretical complement to the more tactical courses (social media, email, SEO, analytics) and a strong foundation for learners who want to understand marketing at a business-strategy level.