Business Foundations Specialization PMYP

Please login or register to see price

Please Register Now
bout This Specialization

In this Specialization, you’ll develop basic literacy in the language of business, which you can use to transition to a new career, start or improve your own small business, or apply to business school to continue your education. In four courses, you’ll learn the fundamentals of marketing, accounting, operations, and finance. In the final Capstone Project, you’ll apply the skills learned by developing a go-to-market strategy to address a real business challenge.

Created by:
Industry Partners


5 courses
Follow the suggested order or choose your own.


Designed to help you practice and apply the skills you learn.


Highlight your new skills on your resume or LinkedIn.


Introduction to Marketing

5 weeks of study, 4-6 hours/week
English, Vietnamese, Turkish, Ukrainian, Chinese (Simplified)

About the Course

Taught by three of Wharton’s top faculty in the marketing department, consistently ranked as the #1 marketing department in the world, this course covers three core topics in customer loyalty: branding, customer centricity, and practical, go-to-market strategies. You’ll learn key principles in – Branding: brand equity is one of the key elements of keeping customers in a dynamic world in which new startups are emerging constantly. – Customer centricity: not synonymous with customer service, customer centricity starts with customer focus and need-gathering. – Go-to-market strategies: understand the drivers that influence customers and see how these are implemented prior to making an investment. Complete this course as part of Wharton’s Business Foundations Specialization, and you’ll have the opportunity to take the Capstone Project and prepare a strategic analysis and proposed solution to a real business challenge from Wharton-governed companies like Shazam and SnapDeal or to a challenge faced by your own company or organization. Wharton-trained staff will evaluate the top submissions, and leadership teams at Shazam and SnapDeal will review the highest scoring projects prepared for their companies.
Hide Details

Show or hide details about course Introduction to Marketing

BRANDING: Marketing Strategy and Brand Positioning
Professor Kahn starts us off with the first of two Branding modules: Marketing Strategy and Brand Positioning. For an overview of all concepts covered in the course, please read the syllabus below. Additional info may be found in the Course Pages. Please participate in the discussion forums as your input will enhance the overall experience of this course!


Reading · Syllabus


Reading · FAQ


Reading · Additional Readings


Video · Marketing 101: Building Strong Brands Part I


Video · Marketing 101: Building Strong Brands Part II


Video · Strategic Marketing


Video · Segmentation and Targeting


Video · Brand Positioning


Video · Brand Mantra: The Elevator Speech


Video · Experiential Branding


Quiz · Quiz #1

CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity
Module 2 of our class features Professor Peter Fader, who will focus on concepts related to Customer Centricity. In an economy that is increasingly responsive to customer behaviors, it is imperative to focus on the right customers for strategic advantages. The coming weeks will provide the foundation needed to build a customer centric outlook. If you want to read more about Professor Fader’s views on customer centricity, feel free to follow him on Twitter (@faderp). He regularly shares relevant perspectives and readings there.


Video · From Product-Centric to Customer-Centric Management


Video · Cracks in the Product-Centric Approach


Video · Data-Driven Business Models


Video · Three Cheers for Direct Marketing


Video · Which Firms Are Customer Centric?


Video · What is Customer Centricity?


Video · Living in a Customer-Centric World


Video · More Reflections on Customer Centricity


Video · Questions on Customer Centricity


Quiz · Quiz #2

GO TO MARKET STRATEGIES: Online-Offline Interaction & How to Find Lead Users and Facilitate Influence and Contagion
Professor David Bell takes over this week as we begin our third module! We are shifting focus to the critical topic of “Go to Market Strategies.” The “go to market” strategy offers more possibilities than ever before as companies have the potential to address consumers both offline and online through a variety of platforms. Professor Bell has been able to work on these very issues with several exciting startups and will use those experiences to help illustrate this week’s material.


Video · Introduction and Execution


Video · Online/Offline Competition


Video · Friction


Video · The Long Tail Part 1


Video · The Long Tail Part 2


Video · Preference Isolation


Video · How Internet Retailing Startups Grow


Video · Customers and Digital Marketing


Video · Influence and How Information Spreads


Video · Pricing Strategies 1: Introduction


Video · Pricing Strategies 2: Customer Factors


Video · The 7ms


Quiz · Quiz #3

BRANDING: Effective Brand Communications Strategies and Repositioning Strategies
Professor Kahn is back in this fourth module, the second of her Branding Modules, covering effective brand communications strategies and repositioning strategies. Understanding how customers perceive your brand messaging and marketing is one of the most important aspects to understanding consumer behavior: what consumers perceive is what affects their actions, and what they perceive is not necessarily true! Professor Kahn unpacks customer behavior and perception and explores successful strategies for influencing both in this final required module of the course.


Video · Brand Messaging & Communication


Video · Brand Elements: Choosing a Brand Name


Video · Brand Elements: Color & Taglines


Video · Brand Elements: Packaging


Video · Brand Elements: Persuasion


Video · Repositioning a Brand


Quiz · Final Exam

Applied Marketing (Optional)
These short lectures apply marketing principles taught in the course to current examples. Content in these lectures may deepen your understanding of course concepts, but won’t be tested directly on the quizzes or exam.


Video · The Brand Named Jennifer


Video · Awesomeness TV


Video · Playboy in China


Video · Crocs


Video · Barriers To, and Challenges Of, CustomerCentricity


Video · Pay It Forward: Google and others


Video · CLV: Electronic Arts


Video · Rewarding CLV: Merial


Video · Customer Analytics Initiative


Video · New Start-ups in Customer Centricity

Introduction to Financial Accounting

4 weeks of study, 5-6 hours/week
English, Chinese (Simplified)

About the Course

Master the technical skills needed to analyze financial statements and disclosures for use in financial analysis, and learn how accounting standards and managerial incentives affect the financial reporting process. By the end of this course, you’ll be able to read the three most common financial statements: the income statement, balance sheet, and statement of cash flows. Then you can apply these skills to a real-world business challenge as part of the Wharton Business Foundations Specialization.
Hide Details

Show or hide details about course Introduction to Financial Accounting

Week 1: Introduction and Balance Sheet
To learn a foreign language like Accounting, you need quite a bit of practice in the basic foundations (grammar, syntax, idioms, etc.). This material is absolutely essential for being able to read and to understand books written in the language (in our case, financial statements.). This week, we will starting building these foundations. We will start with an overview of financial reporting. What types of reports are required? Who makes the rules? Who enforces the rules? Then, we will cover the balance sheet equation and define/discuss Assets, Liabilities, and Stockholders’ Equity. We will introduce debit-credit bookkeeping and do lots of practice in translating transactions into debits and credits. Finally, we will introduce a case of a start-up company to provide you insights into all of the steps necessary to go from recording the first transactions of a new business all the way through its first set of financial statements.


Reading · Syllabus


Reading · Frequently Asked Questions


Video · 1.1.1: Financial Reporting Overview


Video · 1.1.2: Financial Reporting Example


Reading · PDF files for videos


Video · 1.2.1: Balance Sheet Equation


Video · 1.2.2: Assets, Liabilities, and Stockholders’ Equity


Reading · PDF files for videos


Practice Quiz · Learning check-in


Video · 1.3.1: Debit and Credit Bookkeeping I


Video · 1.3.2: Debit and Credit Bookkeeping II


Reading · PDF files for videos


Video · 1.4.1: Relic Spotter Case, Part 1


Video · 1.4.2: Relic Spotter Case, Part 2


Reading · PDF files for videos


Video · 1.5: 3M Company: Tour of an Annual Report


Reading · PDF files for videos


Quiz · Homework #1

Week 2: Accrual Accounting and the Income Statement
We will start with a discussion of Accrual Accounting and how it affects the recognition of the Income Statement accounts: Revenues and Expenses. Then, we will cover adjusting entries, which are needed to prepare our internal books for the upcoming financial statements. Finally, we will discuss closing entries and the preparation of the Balance Sheet and Income Statement. At each stage, we will continue to work on the case of our start-up company. If you are not sick and tired of journal entries by the end of this week, then I have not done my job!


Video · 2.1: Revenues and Expenses


Reading · PDF files for videos


Video · 2.2: Relic Spotter Case, Part 3


Reading · PDF files for videos


Video · 2.3.1: Adjusting Entries I


Video · 2.3.2: Adjusting Entries II


Reading · PDF files for videos


Video · 2.4.1: Relic Spotter Case, Part 4a


Video · 2.4.2: Relic Spotter Case, Part 4b


Reading · PDF files for videos


Video · 2.5: Financial Statements and Closing Entries


Reading · PDF files for videos


Video · 2.6: 3M Company: Income Statement and Balance Sheet


Reading · PDF files for videos


Quiz · Homework #2

Week 3: Cash Flows
Cash is King! We will start with the classification of cash flows into operating, investing, and financing activities. Then, we will work on preparing and analyzing the Statement of Cash Flows. We will wrap up the case on the start-up company by preparing and analyzing its Statement of Cash Flows. Finally, we will discuss the differences between Earnings, Cash from Operations, EBITDA, and Free Cash Flow.


Video · 3.1.1: Operating, Investing, and Financing Cash Flows


Video · 3.1.2: Relic Spotter Case, Part 5


Reading · PDF files for videos


Video · 3.2.1: Statement of Cash Flows


Video · 3.2.2: Relic Spotter Case, Part 6


Reading · PDF files for videos


Video · 3.3.1: More SCF Topics and EBITDA


Video · 3.3.2: Cash Flow vs. EBITDA Examples


Reading · PDF files for videos


Video · 3.4: 3M Company: Cash Flows


Reading · PDF files for videos


Quiz · Homework #3

Week 4: Ratio Analysis and Final Exam
We will have our final exam this week. Because of the exam, I will cover Ratio Analysis, which will not involve any “new” material. While we will define and discuss a number of ratios, they will all basically involve dividing one accounting number by another. But, the analysis of what those ratios mean will involve a deep understanding of Balance Sheet and Income Statement accounts. Thus, the Ratio Analysis videos will help provide a nice review of the material, which will help you prepare for the exam. However, there will be no questions about ratio analysis on the exam. The only thing left to do after this exam is to impress your family, friends, and co-workers with your vast knowledge of Financial Accounting!


Video · 4.1: Overview of Ratio Analysis


Reading · PDF files for videos


Video · 4.2: Plainview Technology Case, Part 1


Video · 4.3: Plainview Technology Case, Part 2


Video · 4.4: Plainview Technology Case, Part 3


Reading · PDF files for videos


Video · 4.5: 3M Company: Ratios


Reading · PDF files for videos


Quiz · Final Exam, Part 1


Quiz · Final Exam, Part 2


Introduction to Operations Management

4 weeks of study, 4-6 hours/week
English, Portuguese (Brazilian)

About the Course

Learn to analyze and improve business processes in services or in manufacturing by learning how to increase productivity and deliver higher quality standards. Key concepts include process analysis, bottlenecks, flows rates, and inventory levels, and more. After successfully completing this course, you can apply these skills to a real-world business challenge as part of the Wharton Business Foundations Specialization.
Hide Details

Show or hide details about course Introduction to Operations Management

This short module was designed to introduce you to the course, and to give you an overview of what you can expect from the course and the instructor!


Video · Course Logistics


Video · Four Dimensions of Operational Performance


Video · Trade-offs and the Efficient Frontier


Reading · Module 1 – Introduction: Lecture Slides (PDF)

Process Analysis
In this module, you’ll learn how to identify key elements of process analysis: flow rates, and flow times, how to uncover bottlenecks, how to optimize labor and inventory, and how to handle the complexities of multiple flow units. At the end of this module, you’ll be able to break down operations into processes which can then be improved to maximize profits and efficiency.


Video · Flow Rate, Inventory, and Flow Time


Video · Finding the Bottleneck


Video · Labor Cost and Labor Utilization


Video · Little’s Law


Video · Inventory Turns


Video · Make to Stock vs Make to Order / Reasons for Inventory


Video · Dealing with Multiple Flow Units


Video · Review of Process Analysis


Reading · Module 2 – Process Analysis: Lecture Slides (PDF) and Excel Template


Video · Module 2 Practice Problem: Atlas Inc (video)


Video · Module 2 Practice Problem: Multiple Flow Units (video)


Reading · Module 2 Practice Problems (PDF) and Solutions


Quiz · Homework Assignment: Module 2 – Process Analysis


Quiz · Final Exam – Module 2

You’ll learn the key components of productivity in this module. Beginning with the academic definitions of productivity, you’ll move on to the common blockers, measurements, indicators of effectiveness, improvement techniques and financial values. By the end of this module, you’ll be able to identify, describe and measure the relationship between inputs and outputs and also be able to develop strategies for decreasing inputs while increasing outputs, thereby boosting productivity wherever you see the need to.


Video · Intro to Productivity, Taylorism


Video · The Seven Sources of Waste


Video · Financial Value of Productivity


Video · Key Performance Indicators and KPI Trees


Video · Overall Equipment Effectiveness


Video · Takt Time


Video · Quartile Analysis


Video · Productivity Ratios


Video · Review of Productivity


Reading · Module 3 – Productivity: Lecture Slides (PDF) and Excel Files


Video · Module 3 Practice Problem: Dr. Peters (video)


Video · Module 3 Practice Problem: Assign Tasks to Workers (video)


Reading · Module 3 Practice Problems (PDF) and Solutions


Quiz · Homework Assignment: Module 3 – Productivity


Quiz · Final Exam – Module 3

Quality is not only a cornerstone of operations management, but also a critical component of an organization’s long-term viability and success. This module covers all the major aspects of quality in operations, from examining the common reasons for defects to the most widely used implementation techniques for addressing problems of quality and ensuring reliability and standards. At the end of this module, you’ll be able to anticipate where defects may occur and recommend a sound strategy for maintaining quality and stability.


Video · Reasons for Defects


Video · Quality and Flow


Video · Six Sigma


Video · Control Charts


Video · Jidoka


Video · Problem Solving


Video · Toyota Production System


Video · Module 4 Review


Reading · Module 4 – Quality: Lecture Slides (PDF) and Excel Files


Video · Module 4 Practice Problem: Assembly Tolerances (video)


Video · Module 4 Practice Problem: Security Check (video)


Reading · Module 4 Practice Problems (PDF) and Solutions


Quiz · Homework Assignment: Module 4 – Quality


Quiz · Final Exam – Module 4


Introduction to Corporate Finance

4 weeks of study, 4-7 hours/week

About the Course

This course provides a brief introduction to the fundamentals of finance, emphasizing their application to a wide variety of real-world situations spanning personal finance, corporate decision-making, and financial intermediation. Key concepts and applications include: time value of money, risk-return tradeoff, cost of capital, interest rates, retirement savings, mortgage financing, auto leasing, capital budgeting, asset valuation, discounted cash flow (DCF) analysis, net present value, internal rate of return, hurdle rate, payback period.
Hide Details

Show or hide details about course Introduction to Corporate Finance

Week 1: Time Value of Money
Welcome to Introduction to Corporate Finance! This first module will introduce you to one of the most important foundational concepts in Finance, the time value of money. Before diving into the Video lectures, I encourage you to take a look at the brief pre-reading for the course. Specifically, have a look at “Big Picture Course Motivation,” for additional motivation and context for the course, “Time Value of Money Overview,” for a motivation and context for our first topic, and “Quiz Problem Answer Input.” This last note is particularly important to avoid confusion with the problem sets. Then, go to the Video Lectures and start learning Finance!


Reading · Syllabus


Reading · Big Picture Course Motivation


Reading · Time Value of Money Overview


Reading · Quiz Problem Answer Input


Reading · Lecture Slides


Reading · Finance Matters: additional information about the field of Finance


Video · Intuition and Discounting


Video · Compounding


Video · Useful Shortcuts


Video · Taxes


Quiz · Problem Set 1: TVM: Intuition Discounting


Quiz · Problem Set 2: TVM: Compounding


Quiz · Problem Set 3: TVM: Useful Shortcuts


Quiz · Problem Set 4: TVM: Useful Shortcuts

Week 2: Interest Rates
In this module, we wrap up the Time Value of Money topic with a discussion of inflation before moving on to our second topic, Interest Rates, and introducing our third topic, Discounted Cash Flow Analysis. By the end of this module, you should feel comfortable with discounting and compounding arbitrary cash flow streams in order to value different claims and make better financial decisions.


Video · Inflation


Video · APR and EAR


Video · Term Structure


Video · Discounted Cash Flow: Decision Making


Quiz · Problem Set 6: Interest Rates: APR and EAR


Quiz · Problem Set 7: Interest Rates: Term Structure


Reading · Lecture Slides

Week 3: Discounted Cash Flow Analysis
This module continues our discussion of discounted cash flow analysis by way of a capital budgeting case. (You might want to download or view the Excel file, “Tablet Case Spreadsheet.xlsx,” that I use in the lectures, but it is not necessary for understanding the material.) By the end of this module, you should feel comfortable valuing claims and making financing decisions in which the timing of the cash flows and compounding of interest is arbitrary (e.g., annual, semi-quarterly, monthly, etc.). Having worked through the problems, you should also be more comfortable with real world financial decision making related to retirement savings, home financing and refinancing, auto leases, and other scenarios.


Video · Free Cash Flow


Video · Forecast Drivers


Video · Forecasting Free Cash Flow


Quiz · Problem Set 9: DCF: Free Cash Flow


Reading · Lecture Slides


Reading · Tablet Case Spreadsheet

Week 4: Return on Investment
This module closes out our discussion of discounted cash flow analysis and caps off the course with a discussion of return on investment. By the end of this module, you should feel comfortable with the notion of free cash flow and the ability to apply a set of forecast drivers to project free cash flows into the future. These are some of the elements of a basic financial model, which we will use to come to a decision about the tablet project and to analyze the assumptions behind our valuation.


Video · Decision Criteria


Video · Sensitivity Analysis


Video · Return on Investment


Quiz · Problem Set 14: Return on Investment


Reading · Lecture Slides


Wharton Business Foundations Capstone

5 weeks of study, 3-5 hours/week

About the Capstone Project

Wharton’s Applied Knowledge Capstone Project enables you to apply your analytic skills to real business challenges – including your own. You’ll use your newly earned business skills to thoughtfully evaluate a real situation or opportunity from Wharton-governed companies like Shazam and SnapDeal.
Hide Details

Show or hide details about course Wharton Business Foundations Capstone

Start Here
Welcome to the Business Foundations Capstone Project! We’ve used this course shell to bring you the resources and tools you need to envision, plan, develop, and submit your Capstone Project. Please study the readings below which provide you with the resources and timeline you need to complete a successful capstone. Then, please take the Project Scope Quiz. You must score 100% on all 5 questions to pass the quiz, but you have multiple opportunities to retake the quiz until you score 100%.


Reading · Welcome to the Business Foundations Capstone Project!


Reading · Course Format, Grading and Expectations


Reading · Capstone Project Timeline: Check Your Progress Here!


Practice Quiz · Project Scope Quiz

Choosing your Project and Videos for Review
In this module, you’ll write your Description of the product or service you will develop further in a full opportunity analysis for your final project. Because deciding what you will spend the next few weeks researching is such an important step, you’ll submit it for peer review so you can get feedback on the validity and feasibility of your idea before you devote more time and effort to it. Once you submit your idea, please review the Project Descriptions of five of your peers.


Reading · Exemplar Projects


Video · Introduction – Framework (7:55)


Video · Cost, Quality, Variety, Responsiveness (7:56)


Peer Review · Project Description

Marketing Plan for Review
In this Module, you’ll write your Marketing Plan for your product or service that will be part of your final project. Because determining who the audience is for a product or service, and how to talk the audience about it is critical to the success of your capstone, you’ll have the opportunity to get feedback on creativity and analytical strength of your marketing plan before you submit is as part of your final project. Once you submit your idea, please review the Marketing Plans of five of your peers.


Video · Strategic Marketing Flip Chart (11:05)


Video · How Can Customer Centricity Be Profitable (19:03)


Video · Customer Retention (18:24)


Video · Customer Development (3:07)


Video · Brands and Digital Marketing (14:01)


Video · Customers and Digital Marketing (9:49)


Video · Reputation and Reviews (14:38)


Video · Product Life Cycle (3:29)


Video · More Examples of Influence (8:42)


Video · More Examples of Influence – Part 2 (12:34)


Video · Pricing Strategies 3 – Psychological Factors (9:47)


Video · Distribution Strategies 1 – Introduction (13:38)


Video · Distribution Strategies 2 – Channel Design (13:39)


Video · Horizontal Conflict (12:46)


Peer Review · Marketing Plan Peer Review

Preparing the Rough Draft, and Accounting and Finance Videos for Review
Use this week to bring your project together. Finish drafts of each of your project segments, and have someone you trust read it and offer feedback. Use the forums to see if your peers will help you out. You can also post your draft in the forums for feedback if you like. There is no formal graded assignment this week.


Video · Accounts Receivable (19:51)


Video · Estimating Uncollectible Accounts (15:31)


Video · Accounts Receivable Disclosure Example (16:35)


Video · Inventory (19:59)


Video · LIFO vs. FIFO (23:11)


Video · Inventory Disclosure Example (11:14)


Video · 3M Company: Accounts Receivable and Inventory (17:50)

Submitting your Capstone
Congratulations on completing your capstone! Now it is time to submit it for review. Once you do, please review the work of at least five of your peers. We can’t wait to see what you’ve come up with!


Peer Review · Opportunity Analysis for Shazam, Snapdeal, or Your Own Project [3 options]

Related Products

- 100% Career Brand Management Specialization PMYP
Please login or register to see price

Career Brand Management Specialization PMYP

1 year ago
- 100% Data Mining Specialization PMYP
Please login or register to see price

Data Mining Specialization PMYP

1 year ago
- 100% Construction Management Specialization PMYP
Please login or register to see price

Construction Management Specialization PMYP

1 year ago
Login/Register access is temporary disabled