Об этом курсе: In this course, you will learn how businesses create value for customers. We will examine the process by which Marketing builds on a thorough understanding of buyer behavior to create value. You will learn the major elements of the marketing mix - product policy, channels of distribution, communication, and pricing - and see how they fit within different analytical frameworks that are useful to managers. This will enhance your understanding of how marketing works in the business world. Upon successful completion of this course, you will be able to: • Define marketing and describe how marketing creates value • Describe the elements of the marketing mix • Explain how these elements interact to create value for consumers • Use different analytical frameworks to examine how managers solve business problems • Evaluate brand extensions • Develop a marketing Plan proposal This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.
Автор: University of Illinois at Urbana-Champaign
Преподаватели: Hayden Noel, Assistant Clinical Professor
Department of Business Administration, College of Business
| Основные сведения | Курс 5 из 7 — Value Chain Management Specialization |
| Выполнение | 4 weeks of study, 6-8 hours/week |
| Язык | English |
| Как пройти курс | Чтобы пройти курс, выполните все оцениваемые задания. |
| Оценки пользователей |
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Специализация Value Chain Management
Этот курс входит в специализацию ''Value Chain Management' из нескольких курсов (7) от партнера University of Illinois at Urbana-Champaign.
Master of Business Administration (iMBA)
Этот курс входит в дипломную онлайн-программу из нескольких курсов (18 courses plus three capstone projects).
Программа курса
НЕДЕЛЯ 1
Course Orientation
You will become familiar with the course, your classmates, and our learning environment. The orientation will also help you obtain the technical skills required for the course.
7 видео, 7 материала для самостоятельного изучения, 2 тренировочных теста
- Видео: Meet Professor Hayden Noel
- Reading: Syllabus
- Reading: Glossary
- Reading: Brand Descriptions
- Practice Quiz: Orientation Quiz
- Reading: Updating Your Profile
- Reading: About the Discussion Forums
- Discussion Prompt: Getting to Know Your Classmates
- Reading: Social Media
- Reading: Module 0 Readings
- Видео: Case Method Overview
- Видео: Case Method: Steps in Case Analysis
- Видео: Case Method: How to Prepare a Case
- Видео: Case Method: Final Thoughts
- Видео: Marketing Plan Orientation
- Practice Quiz: Case Method Quiz
Module 1: Marketing Strategy
In this module, you will learn to define "marketing." We will explore consumer needs and see how marketing plays a role in value creation through researching and satisfying of these customer needs.
4 видео, 4 материала для самостоятельного изучения
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Видео: The Story of Segway
- Видео: Creating Value
- Видео: The Marketing Strategy Process
- Reading: Case Memo Content Instructions
- Reading: Case Memo Format Instructions
Оцениваемый: Module 1 Peer Review Assignment
Оцениваемый: Module 1 Quiz
НЕДЕЛЯ 2
Module 2: Segmentation Targeting Positioning
An important element of the marketing process is the value creation stage. Value creation begins with the process of STP. In this module, you will learn about segmentation, targeting, and positioning and what it accomplishes in the value creation stage.
4 видео, 3 материала для самостоятельного изучения
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Видео: Segmentation
- Видео: Targeting
- Видео: Positioning
- Reading: About the Jeopardy Quiz
- LTI Item: Module 2 Jeopardy Quiz (optional)
Оцениваемый: Module 2 Quiz
НЕДЕЛЯ 3
Module 3: Branding
Effective branding strategy allows companies to distinguish themselves from their competitors in the market. In this module, we will learn how to build a strong brand, explore how brand equity affects profitability, and understand how strong brands can leverage their equity to create successful extensions.
7 видео, 2 материала для самостоятельного изучения
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Видео: What Is a Brand and How Does Branding Work?
- Видео: Brand Equity
- Видео: Attributes of Strong Brands
- Видео: Brand and Line Extensions
- Видео: Evaluating Brand Extensions
- Видео: The Brand Extension Assignment
Оцениваемый: Module 3 Peer Review Assignment
Оцениваемый: Module 3 Quiz
НЕДЕЛЯ 4
Module 4: Product Strategy
Behind every successful brand is a strong product and effective product strategy. Products can be of different types and have different levels. Companies must make appropriate decisions regarding the product mix. This module will provide you with insights into all of these concepts and also introduce the different stages of the product life cycle.
5 видео, 2 материала для самостоятельного изучения
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Видео: What Is a Service?
- Видео: Levels of Product
- Видео: Product Mix Decisions
- Видео: Product Life Cycle
- LTI Item: Module 4 Jeopardy Quiz (optional)
Оцениваемый: Module 4 Quiz
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Авторы
University of Illinois at Urbana-Champaign
The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.
Стоимость
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| Получить итоговую оценку | Доступен |
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Рейтинги и отзывы
Excellent Course!
Excellent content and Prof Hayden takes you thru a journey with very insightful information
Great course and very informational
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This is a must take course if you are interested in business and has been one of my favorites so far in my MBA at UIUC. Professor Noel is a leader in the field of consumer behavior. You'll really enjoy his class and learn a tremendous amount of information and appreciate his enthusiasm for the subject of marketing. His love for marketing is infectious, like a true marketer should be!