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 to communicate marketing decisions. This will enable you to see “marketing in action” in the business world.
Ce cours fait partie de la Spécialisation Gestion de la chaîne de valeur
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Spécialisation Gestion de la chaîne de valeurUniversité de l'Illinois à Urbana-ChampaignÀ propos de ce cours
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Certificat partageable
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100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 6 sur 7 dans le
Approx. 13 heures pour terminer
Anglais
Sous-titres : Anglais
Compétences que vous acquerrez
Marketing PlanMarketing ManagementMarketing MixWriting
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 6 sur 7 dans le
Approx. 13 heures pour terminer
Anglais
Sous-titres : Anglais
Offert par
Université de l'Illinois à 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.
Commencez à travailler pour obtenir votre master
Ce cours fait partie du diplôme intégralement en ligne Master of Business Administration (iMBA) de Université de l'Illinois à Urbana-Champaign.
Si vous êtes admis(e) au programme complet, vos cours sont pris en compte dans votre apprentissage diplômant.
Programme du cours : ce que vous apprendrez dans ce cours
2 heures pour terminer
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 heures pour terminer
4 vidéos (Total 10 min), 6 lectures, 1 quiz
2 heures pour terminer
Module 1: Creating Value (Product)
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.
2 heures pour terminer
8 vidéos (Total 43 min), 2 lectures, 8 quiz
2 heures pour terminer
Module 2: Delivering Value (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.
2 heures pour terminer
7 vidéos (Total 75 min), 2 lectures, 8 quiz
2 heures pour terminer
Module 3: Capturing Value (Pricing)
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.
2 heures pour terminer
5 vidéos (Total 58 min), 2 lectures, 5 quiz
4 heures pour terminer
Module 4: 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.
4 heures pour terminer
11 vidéos (Total 78 min), 4 lectures, 2 quiz
Avis
Meilleurs avis pour MARKETING MANAGEMENT II
par JN25 févr. 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 ED20 févr. 2021
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.
par SP8 sept. 2020
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.
par QZ2 oct. 2020
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.
À propos du Spécialisation Gestion de la chaîne de valeur
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 surpluses for organizations.
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