Introduction to Marketing

University of Pennsylvania

Micro-CredentialCIP: 52.1401

Learn the fundamentals of marketing.

Program Pathways

Credentials this program stacks toward

No program pathways.

Program Details

Detailed information about this program

No detailed information available.

Requirements

What you need to earn this credential

No requirements listed.

Financial Aid

Eligible funding programs

No funding information available.

Scholarships

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My LER

Introduction to Marketing

University of Pennsylvania

Micro-CredentialCIP: 52.1401

Learn the fundamentals of marketing.

Skills & Competencies

Skills developed through this program

Auto-populatedfrom O*NET via SOC 25-1011.00

Skills

SpeakingReading ComprehensionActive ListeningCritical ThinkingWritingJudgment and Decision MakingActive LearningPersuasionSocial PerceptivenessComplex Problem SolvingNegotiationCoordinationMonitoringInstructingLearning StrategiesManagement of Personnel Resources

Knowledge

English LanguageAdministration and ManagementSales and MarketingCustomer and Personal ServiceCommunications and MediaMathematicsEducation and TrainingEconomics and AccountingComputers and ElectronicsAdministrativePersonnel and Human Resources

Abilities

Oral ExpressionWritten ComprehensionWritten ExpressionOral ComprehensionDeductive ReasoningFluency of IdeasSpeech ClarityInductive ReasoningSpeech RecognitionProblem SensitivityOriginalityNear VisionInformation OrderingCategory Flexibility

Tasks

Prepare and deliver lectures to undergraduate or graduate students on topics such as financial accou
Evaluate and grade students' class work, assignments, and papers.
Initiate, facilitate, and moderate classroom discussions.
Manage tracking and reporting of search-related activities and provide analyses to marketing executi
Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimizatio
Collect and analyze Web metrics, such as visits, time on site, page views per visit, transaction vol
Prepare reports of findings, illustrating data graphically and translating complex findings into wri
Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify
Conduct research on consumer opinions and marketing strategies, collaborating with marketing profess
Identify and build relationships with potential donors.
Secure commitments of participation or donation from individuals or corporate donors.
Write and send letters of thanks to donors.
Develop strategies to encourage new or increased contributions.
Manage fundraising budgets.
Develop fundraising activity plans that maximize participation or contributions and minimize costs.
Manage stewardship activities to maintain connection with donors.
Oversee regional and local sales managers and their staffs.
Resolve customer complaints regarding sales and service.
Monitor customer preferences to determine focus of sales efforts.
Coach staff on sales tactics.
Establish and monitor staff's sales goals.
Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, m
Formulate, direct, or coordinate marketing activities or policies to promote products or services, w
Evaluate the financial aspects of product development, such as budgets, expenditures, research and d
Plan and prepare advertising and promotional material to increase sales of products or services, wor
Inspect layouts and advertising copy, and edit scripts, audio, video, and other promotional material
Confer with department heads or staff to discuss topics such as contracts, selection of advertising

Technology

Graphics or photo imaging softwareDocument management softwareWeb page creation and editing softwareCustomer relationship management CRM softwareDevelopment environment softwareVideo creation and editing softwareWord processing softwareElectronic mail softwareAnalytical or scientific softwareDesktop publishing softwareData base user interface and query softwareComputer based training softwareCalendar and scheduling softwareInformation retrieval or search softwareWeb platform development softwareData base management system softwareBusiness intelligence and data analysis software

Tools

Carousel slide projectorsCompact digital camerasCompact disk CD playersComputer data input scannersComputer laser printersComputer projectorsConference telephonesDesktop computersDigital calculatorsDigital video camerasDigital video disk DVD playersHandheld microphonesInteractive whiteboard controllersInteractive whiteboardsLaptop computersDomain name servers DNSPersonal computersTeleconferencing equipmentVideoconferencing equipmentNotebook computersPersonal digital assistants PDAScannersTablet computersLaser facsimile machinesPassenger carsPhotocopying equipmentComputer scannersMulti-line telephone systemsPhotocopiersHandheld computers

Work Values

AchievementIndependenceRecognitionRelationshipsWorking ConditionsSupport

Career Pathways

Occupations this program prepares you for