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Developing a Winning Marketing Strategy

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Developing a Winning Marketing Strategy

This course is part of Value Chain Management Specialization

Instructor: Hayden Noel

61,926 already enrolled

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4 modules

Gain insight into a topic and learn the fundamentals.

1,767 reviews

Beginner level

No prior experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

96%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

1,767 reviews

Beginner level

No prior experience required

Flexible schedule

2 weeks at 10 hours a week

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

Shareable certificate

Add to your LinkedIn profile

Assessments

14 assignments

Taught in English

See how employees at top companies are mastering in-demand skills

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This course is part of the Value Chain Management Specialization

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Earn a shareable career certificate

There are 4 modules in this course

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.

You will be able to: • Define marketing and describe how marketing creates value • Describe the elements of the marketing mix • Explain how these elements interact to create value for consumers • Use different analytical frameworks to examine how managers solve business problems • Evaluate brand extensions • Develop a marketing plan proposal This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.

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. In module 1, 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

18 videos7 readings3 assignments1 discussion prompt1 plugin

18 videos Total 119 minutes

Welcome to Creating a Winning Marketing Strategy 2 minutes
Meet Professor Hayden Noel 2 minutes
Meet Professor Maria Rodas 3 minutes
The Impact of the Gies Community 2 minutes
What is Marketing? 7 minutes
Uncovering Needs and Wants 12 minutes
The Theory of Needs 6 minutes
The Marketing Strategy Process: An Overview 6 minutes
Scanning the Environment 5 minutes
Professor Noel's Board Walk: SWOT Analysis 8 minutes
The Netflix Story 6 minutes
Creating Value 5 minutes
Professor Noel's Board Walk: Creating and Capturing value 6 minutes
Sustaining Value 7 minutes
Non-Profit Organizations 9 minutes
The Importance of Market Research 7 minutes
Conducting Market Research Part 1 13 minutes
Conducting Market Research Part 2 13 minutes

7 readings Total 80 minutes

Syllabus 10 minutes
Glossary 20 minutes
Brand Descriptions 10 minutes
About the Discussion Forums 10 minutes
Updating Your Profile 10 minutes
Module 1 Overview 10 minutes
Module 1 Readings 10 minutes

3 assignments Total 60 minutes

Module 1 Quiz 30 minutes
1-1 Practice Quiz 15 minutes
1-2 Practice Quiz 15 minutes

1 discussion prompt Total 10 minutes

Getting to Know Your Classmates 10 minutes

1 plugin Total 15 minutes

Welcome! Please Tell Us About Yourself 15 minutes

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

11 videos Total 94 minutes

Value Proposition and Differentiation 9 minutes
Introduction to Segmentation, Targeting and Positioning 4 minutes
Segmentation 11 minutes
Perceptual Mapping 7 minutes
Levels of Market Segmentation 6 minutes
Profitable Segmentation 6 minutes
Targeting 7 minutes
Segmentation and Targeting in Practice 11 minutes
Positioning for Competitive Advantage Part 1 14 minutes
Positioning for Competitive Advantage Part 2 13 minutes
Professor Noel's Board Walk: Crafting a Positioning Statement 7 minutes

2 readings Total 20 minutes

Module 2 Overview 10 minutes
Module 2 Readings 10 minutes

3 assignments Total 75 minutes

Module 2 Quiz 30 minutes
2-1 Practice Quiz 15 minutes
2-2 Practice Quiz 30 minutes

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

10 videos Total 78 minutes

Customer Relationship Management (CRM) 14 minutes
Introduction to Branding 7 minutes
The Power of Branding 4 minutes
Brand Mantra 4 minutes
Brand Equity 7 minutes
Attributes of Strong Brands 6 minutes
Brand Experience 7 minutes
Brand and Line Extensions 12 minutes
Making Extensions Work 11 minutes
Professor Noel's Board Walk: Evaluating Brand and Line Extensions 6 minutes

2 readings Total 20 minutes

Module 3 Overview 10 minutes
Module 3 Readings 10 minutes

3 assignments Total 60 minutes

Module 3 Quiz 30 minutes
3-1 Practice Quiz 15 minutes
3-2 Practice Quiz 15 minutes

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 videos5 readings5 assignments1 peer review1 plugin

16 videos Total 151 minutes

Understanding Consumer Behavior 6 minutes
What influences Consumer Behavior–Culture 6 minutes
What influences Consumer Behavior–Social Class 7 minutes
What influences Consumer Behavior-Reference Groups 6 minutes
What influences Consumer Behavior-Psychological factors 9 minutes
Theories of Consumer Decision Making 16 minutes
The Consumer Decision Journey 11 minutes
New Product Adoption 14 minutes
Barriers to Adoption Part 1 8 minutes
Barriers to Adoption Part 2 13 minutes
Professor Noel's Board Walk: "Barriers to Adoption" in Practice 8 minutes
The Marketing Plan Part 1 12 minutes
The Marketing Plan Part 2 7 minutes
The Marketing Plan Part 3: Student Interviews 13 minutes
Discussions with the Experts: Melanie Millar 13 minutes
Learn on Your Terms 1 minute

5 readings Total 50 minutes

Module 4 Overview 10 minutes
Module 4 Readings 10 minutes
Congratulations on completing the course! 10 minutes
Learn More About Flexible Learning Paths 10 minutes
Get Your Course Certificate 10 minutes

5 assignments Total 105 minutes

Module 4 Quiz 30 minutes
4-1 Practice Quiz 15 minutes
4-2 Practice Quiz 15 minutes
4-3 Practice Quiz 30 minutes
4-4 Practice Quiz 15 minutes

1 peer review Total 60 minutes

Create a Marketing Plan 60 minutes

1 plugin Total 15 minutes

How Was the Course? 15 minutes

Earn a career certificate

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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

Instructor

Instructor ratings

(421 ratings)

Hayden Noel

University of Illinois Urbana-Champaign

2 Courses 67,214 learners

Offered by

University of Illinois Urbana-Champaign

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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.

Reviewed on Sep 15, 2020

This was a very interesting course and was highly applicable to my line of work. I was able to take things I'm learning in class and apply them directly to what I do every day.

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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