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.
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Об этом курсе
Карьерные результаты учащихся
50%
67%
50%
Приобретаемые навыки
Карьерные результаты учащихся
50%
67%
50%
от партнера

Иллинойсский университет в Урбане-Шампейне
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.
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Программа курса: что вы изучите
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.
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.
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.
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.
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.
Рецензии
Лучшие отзывы о курсе MARKETING MANAGEMENT II
Wonderful class and Hayden Noel is amazing and engaging professor. I learned so much about marketing, but also about how to engage my audience. I would take any class that Professor Noel teaches.
Great course with great content, offered by prof Noel which is a great instructor and explains the concepts slowly and with stories and examples so that they stick with you for a long time.
I really enjoyed this course. This course offers real insight about marketing mix, consumer behaviour and Market research!!! . I would definitely recommend people to do this course.
It is great course. Prof. Noel state clearly about marketing concepts. Overall, it's a good course of those who want to have a basic understanding about marketing.
Специализация Value Chain Management: общие сведения
The purpose of organizations is to produce and deliver goods and services of value to customers while generating a surplus for owners. Value chain management focuses on understanding what different customers value, measuring inputs and outputs to assess value, and generating higher value for customers and greater surplus for organizations.

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