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.
Ce cours fait partie de la Spécialisation Value Chain Management
Marketing Management II
proposé par
À propos de ce cours
4.8
185 notes
Compétences que vous acquerrez
Marketing PlanMarketing ManagementMarketing MixWriting
Programme du cours : ce que vous apprendrez dans ce cours
Semaine
1Course 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 vidéos (Total 8 min), 6 lectures, 1 quiz
6 lectures
Syllabus10 min
About the Discussion Forums10 min
Glossary20 min
Brand Descriptions10 min
Updating Your Proflie10 min
Social Media10 min
1 exercice pour s'entraîner
Orientation Quiz10 min
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 vidéos (Total 67 min), 2 lectures, 2 quiz
6 vidéos
What is a Distribution Channel12 min
Channel Decisions5 min
Channel Design17 min
Channel Management13 min
Disintermediation17 min
2 lectures
Module 1 Overview10 min
Module 1 Readings10 min
1 exercice pour s'entraîner
Module 1 Quiz24 min
Semaine
2Module 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 vidéos (Total 67 min), 2 lectures, 1 quiz
5 vidéos
What is Pricing?9 min
Pricing Approaches12 min
Factors Affecting Pricing Decisions11 min
Consumer Psychology and Pricing17 min
Steps in Setting Price15 min
2 lectures
Module 2 Overview10 min
Module 2 Readings10 min
1 exercice pour s'entraîner
Module 2 Quiz24 min
Semaine
3Module 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 vidéos (Total 70 min), 4 lectures, 2 quiz
7 vidéos
The Communications Model17 min
The Communications Mix13 min
The Changing Communications Environment5 min
Steps in Developing a Communications Plan7 min
Evaluating Advertising15 min
Online Advertising8 min
4 lectures
Module 3 Overview10 min
Module 3 Readings10 min
Case Memo Content Instructions10 min
Case Memo Format Instructions10 min
1 exercice pour s'entraîner
Module 3 Quiz20 min
Semaine
4Module 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 vidéos (Total 156 min), 2 lectures, 2 quiz
13 vidéos
Understanding Consumer Behavior6 min
Cultural Factors7 min
Social Factors21 min
Personal Factors9 min
Consumer Decision Making16 min
Consumer Behavior and New Products25 min
4-2.110 min
4-2.25 min
4-2.310 min
4-2.411 min
4-2.511 min
4-2.617 min
2 lectures
Module 4 Overview10 min
Module 4 Readings10 min
1 exercice pour s'entraîner
Module 4 Quiz24 min
4.8
26 avis50%
a commencé une nouvelle carrière après avoir terminé ces cours
50%
a bénéficié d'un avantage concret dans sa carrière grâce à ce cours
Meilleurs avis
par JN•Feb 26th 2018
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.
par MS•Oct 8th 2018
I really appreciate professor Hayden's engaging attitude and teaching style. He is enjoyable to watch and work with.
Enseignant
Hayden Noel
Assistant Clinical ProfessorDepartment of Business Administration, College of Business
Commencez à travailler pour obtenir votre master
Ce cours fait partie du diplôme intégralement en ligne Master of Business Administration (iMBA) de University of Illinois at Urbana-Champaign.
Si vous êtes admis au programme complet, vos cours sont pris en compte dans votre apprentissage diplômant.
À propos de 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.
À propos de la Spécialisation Value Chain Management
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.
In this Specialization, you will gain competencies that are critical for managers in any functional area. You will learn to create, model, analyze, and maximize value in accounting, operations, and marketing.
This Specialization is part of the University of Illinois iMBA Program. Each course fulfills a portion of the requirements for a University of Illinois course that can earn you college credit.
When you complete the Value Chain Management Specialization, you will:
· Understand how to apply a financial perspective of accounting for costs, understand how financial and non-financial accounting information facilitates strategic performance measurement, and integrate this information to continuously improve strategy.
· Understand the role of operations management and process improvement, synthesize information to make decisions for organizational initiatives, and apply analytical techniques for tactical operations and process improvement decisions.
· Understand how marketing works in the business world and how various marketing elements interact to create value for consumers and ultimately maximize value for your organization.
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