COUniversity of Pennsylvania (Wharton)· on Coursera
Introduction to Marketing
4.8(23,000) on Coursera·1.1M enrolled
Beginner 15 hours English University Certificate
Our recommendation
Wharton's introduction to marketing, taught by three of its professors, covering branding, customer-centricity and how products go to market. It is academic and concept-led rather than hands-on, and a strong foundation if you want the thinking behind marketing.
Good for: Beginners who want the core concepts of marketing from a top business school.
Less suitable if: You want hands-on digital marketing tactics or tools.
You want marketing fundamentals from a respected school
You prefer concepts and frameworks
You are considering business study or an MBA
Consider something else if you…
You want practical digital-marketing tactics
You want to run real campaigns
You already have a marketing background
Requirements: None.
Realistic time: About 15 hours; two to three weeks part-time.
About this course
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.
What you'll learn
Understand how to identify, create, and communicate customer value
Apply branding frameworks to build differentiated brand positioning
Develop go-to-market strategies for new products and services
Analyze real brand cases using marketing strategy frameworks
Understand customer-centric versus product-centric business models
This course includes
15h
On-demand video
Yes
Certificate
Yes
Mobile access
English
Language
What it costs
Runs on Coursera; a free audit of the videos is usually available, and the certificate needs a subscription with financial aid available.
Comparison · LBS
Compare alternatives for Introduction to Marketing
Same topic, different options. We surface the trade-offs others hide so you can pick the course that actually fits your time, budget, and goals.
COCoursera4.8(23,000)
Introduction to Marketing
Price
Paid
Free to audit, paid certificate
Duration
15 hrs
Level
Beginner
Certificate
University Certificate
UDUdemy4.4(13,000)
The Complete Shopify Dropshipping & E-Commerce Course 2026
The certificate is issued through Coursera with the University of Pennsylvania (Wharton). It carries the Wharton name, but it is an introductory course — the value is the grounding in marketing thinking.
Instructor
BK
Barbara Kahn
Coursera instructor
1.1M+ learners5 courses4.8 instructor rating
Taught by Barbara Kahn, Patty and Jay H. Baker Professor of Marketing at Wharton, alongside marketing faculty colleagues. Kahn is the author of 'The Shopping Revolution' and a recognized authority on retail and brand strategy.