In this course, you will learn how businesses create value for customers. We will examine the process by which Marketing builds on a comprehensive 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.
Developing a Winning Marketing Strategy
Developing a Winning Marketing Strategy
This course is part of Value Chain Management Specialization
Instructor: Hayden Noel
57,068 already enrolled
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Gain insight into a topic and learn the fundamentals.
4.8
(1,728 reviews)
Beginner level
No prior experience required
Flexible schedule
Approx. 16 hours
Learn at your own pace
96%
Most learners liked this course
What you'll learn
Define marketing and understand its underlying rationale.
Describe how marketing creates value.
Describe product strategy.
Describe the nature of branding and evaluate brand extensions.
Skills you'll gain
Details to know
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Assessments
14 assignments
Taught in English
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This course is part of the Value Chain Management Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 5 modules in this course
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.
What's included
8 videos6 readings1 discussion prompt1 plugin
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.
What's included
11 videos2 readings3 assignments
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.
What's included
11 videos2 readings3 assignments
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.
What's included
10 videos2 readings3 assignments
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.
What's included
16 videos4 readings5 assignments1 peer review1 plugin
Instructor
Instructor ratings
4.8 (408 ratings)Offered by
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Build toward a degree
This course is part of the following degree program(s) offered by University of Illinois Urbana-Champaign. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.¹
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Learner reviews
4.8
1,728 reviews
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Showing 3 of 1728
WG
5
Reviewed on Dec 13, 2017
Taking decisions on what to do either for a line extension or a brand extension and measure their impact is how companies can minimise the risks involved and avoid financial wast.
AK
5
Reviewed on Jun 28, 2020
The teaching method was exquisite. The approach used for teaching this course made it easier even for a beginner to understand the concepts of marketing.
KO
5
Reviewed on Aug 20, 2018
Prof Heyden is very interesting insightful and engaging. The content is relevant and well prepared. Excellent course for marketing professionals and those interested in marketing.
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