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Paths / Path 28

Marketing

How people decide what to buy, and how organisations earn a place in their minds honestly.

For: anyone starting the degree, anyone selling a product, a book or a band, anyone who wants to see how advertising works on them.

Shaped by the Wharton marketing concentration (Introduction to Marketing, then Consumer Behavior, plus research, pricing and brand electives) and Kellogg's core Marketing Management and analytics pathway.

16readings
3.2 hoursof reading
4stages
16 reads
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Stage 1

Year 1 · The language

4 readings · 49 min
  1. 01ReadInteractiveQuiz13 min

    Microeconomics: Why Nothing Is Free and Every Price Is a Message

    Demand, willingness to pay and competition: the economics under every market.
  2. 02ReadInteractiveQuiz11 min

    Marketing Management: Finding the Customer, Not Shouting at Them

    Segment, target, position, and the marketing mix: the frame for everything else.
  3. 03ReadInteractiveQuiz12 min

    Probability & Statistics: Reasoning with Uncertainty

    Every survey, test and dashboard is statistics.
  4. 04ReadInteractiveQuiz13 min

    Accounting: Every Transaction Has Two Sides

    Marketing spends money; accounting shows whether it came back.
Stage 2

Year 2 · The customer

4 readings · 47 min
  1. 05ReadInteractiveQuiz10 min

    Consumer Behavior: How People Notice, Want, Choose and Regret

    How people notice, want, choose and regret, and what research says and doesn't.
  2. 06ReadInteractiveQuiz12 min

    Behavioral Economics: How People Actually Choose

    The biases behind defaults, anchors and "only 3 left".
  3. 07ReadInteractiveQuiz12 min

    Marketing Research & Analytics: Asking, Testing and Not Fooling Yourself

    Asking customers, testing on them, and reading the answer correctly.
  4. 08ReadInteractiveQuiz13 min

    Organizational Behavior & Leadership: People Are the System

    Marketing is teams, agencies and persuasion inside the firm too.
Stage 3

Year 3 · The tools

4 readings · 50 min
  1. 09ReadInteractiveQuiz11 min

    Brand Management: What a Brand Is, and Why It Is Worth Money

    What a brand is, why it is worth money, and how it is built and lost.
  2. 10ReadInteractiveQuiz14 min

    Pricing: The Number That Brings the Money In

    The price is the one part of the mix that brings money in.
  3. 11ReadInteractiveQuiz13 min

    Digital Marketing & Advertising: Where Attention Is Bought Now

    Search, social, ads and attribution: where attention is bought now.
  4. 12ReadInteractiveQuiz12 min

    Strategy & Competition: Why Some Firms Keep Their Profits

    Marketing strategy is competitive strategy seen from the customer's side.
Stage 4

Year 4 · Launching

4 readings · 47 min
  1. 13ReadInteractiveQuiz11 min

    Product Innovation & Go-to-Market: Why Good Products Still Fail

    Taking a new product from idea to market, and why most launches fail.
  2. 14ReadInteractiveQuiz12 min

    Econometrics: How to Find What Caused What

    Proving what a campaign actually caused.
  3. 15ReadInteractiveQuiz11 min

    Machine Learning: Programs That Write Their Own Rules

    Recommendations, targeting and forecasting run on machine learning.
  4. 16ReadInteractiveQuiz13 min

    Entrepreneurship: How to Be Wrong Cheaply

    A new venture is marketing with no budget and no brand yet.
When you finish

Kotler and Keller, Marketing Management; the free Google Skillshop and HubSpot Academy courses for the digital tools; then the textbooks named at the end of each subject. See also The Default Course: Social Media Marketing.

Next path →

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