Об этом курсе: In this course, you will further examine how businesses create value for customers. In Marketing Management I, you learned the major elements of the marketing mix - product policy, channels of distribution, communication, and pricing - and saw how they fit within different analytical frameworks that are useful to managers. In this course, you will complete a more detailed analysis of these elements in order to conduct a thorough strategic analysis of marketing opportunities and communicate marketing decisions. This will enable you to see “marketing in action” in the business world. Upon successful completion of this course, you will be able to: • List all elements of the marketing mix • Explain the role each element plays in creating value • Compare different pricing models • Evaluate the use of different channels of distribution by existing businesses • Critique advertising execution • Create a persuasive advertising piece 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 6 из 7 — Value Chain Management Specialization |
| Выполнение | 4 weeks of study, 6-8 hours/week |
| Язык | Английский |
| 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.
2 видео, 6 материала для самостоятельного изучения, 1 тренировочный тест
- Видео: Meet Professor Hayden Noel
- Reading: Syllabus
- Reading: About the Discussion Forums
- Reading: Glossary
- Reading: Brand Descriptions
- Practice Quiz: Orientation Quiz
- Reading: Updating Your Proflie
- Discussion Prompt: Getting to Know Your Classmates
- Reading: Social Media
Module 1: Distribution (Place)
In this module, you will learn what is meant by the term distribution and its importance for companies. We will explore the different channel strategies and channel decisions that marketers need to make based on the product or service they are offering.
6 видео, 2 материала для самостоятельного изучения
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Видео: What is a Distribution Channel
- Видео: Channel Decisions
- Видео: Channel Design
- Видео: Channel Management
- Видео: Disintermediation
Оцениваемый: Module 1 Peer Review Assignment
Оцениваемый: Module 1 Quiz
НЕДЕЛЯ 2
Module 2: Pricing Strategy (Price)
An important element of the 4 Ps is Pricing. While all the other Ps focus on creating value, pricing helps companies to extract the value created. In this module, you will learn about pricing in marketing and the different considerations and steps involved in the pricing process.
5 видео, 2 материала для самостоятельного изучения
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Видео: Pricing Approaches
- Видео: Factors Affecting Pricing Decisions
- Видео: Consumer Psychology and Pricing
- Видео: Steps in Setting Price
Оцениваемый: Module 2 Quiz
НЕДЕЛЯ 3
Module 3: Marketing Communication (Promotion)
A strong brand allows companies to distinguish themselves from their competitors in their target market. To build a strong brand, marketers need to ensure that their messages to consumers are clear and consistent. In this module, we will learn how Integrated Marketing Communications (IMC) help companies achieve this objective.
7 видео, 4 материала для самостоятельного изучения
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Видео: The Communications Model
- Видео: The Communications Mix
- Видео: The Changing Communications Environment
- Видео: Steps in Developing a Communications Plan
- Видео: Evaluating Advertising
- Видео: Online Advertising
- Reading: Case Memo Content Instructions
- Reading: Case Memo Format Instructions
Оцениваемый: Module 3 Peer Review Assignment
Оцениваемый: Module 3 Quiz
НЕДЕЛЯ 4
Module 4: Consumer Behavior
In this module, we will study the meaning of consumer behavior and the factors that influence it. We will explore the various factors that impact consumer perception of a product, and those that affect the adoption of a new product. We will also learn about the different variables that influence consumer buying behavior.
13 видео, 2 материала для самостоятельного изучения
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Видео: Understanding Consumer Behavior
- Видео: Cultural Factors
- Видео: Social Factors
- Видео: Personal Factors
- Видео: Consumer Decision Making
- Видео: Consumer Behavior and New Products
- Видео: 4-2.1
- Видео: 4-2.2
- Видео: 4-2.3
- Видео: 4-2.4
- Видео: 4-2.5
- Видео: 4-2.6
Оцениваемый: Module 4 Peer Review Assignment
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 доступ к оцениваемым материалам курса | Доступен |
| Получить итоговую оценку | Доступен |
| Получите сертификат о прохождении курса, ссылкой на который можно делиться с другими людьми | Доступен |
Рейтинги и отзывы
Excellent! The best Marketing course online
Great course. I will recommend it always.
I really appreciate professor Hayden's engaging attitude and teaching style. He is enjoyable to watch and work with.
Coursera делает лучшее в мире образование доступным каждому, предлагая онлайн-курсы от ведущих университетов и организаций.
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AW
An excellent course Professor Noel and his staff really set a high bar for program expectations!!!