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.
Offered By
Value Chain Management SpecializationUniversity of Illinois at Urbana-ChampaignAbout this Course
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Learner Career Outcomes
50%
started a new career after completing these courses
67%
got a tangible career benefit from this course
50%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 6 of 7 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 15 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Chinese (Simplified), Italian, Vietnamese, Korean, German, Russian, Turkish, English, Spanish
Skills you will gain
Marketing PlanMarketing ManagementMarketing MixWriting
Learner Career Outcomes
50%
started a new career after completing these courses
67%
got a tangible career benefit from this course
50%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 6 of 7 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 15 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Chinese (Simplified), Italian, Vietnamese, Korean, German, Russian, Turkish, English, Spanish
Offered by
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.
Start working towards your Master's degree
This course is part of the 100% online Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign.
If you are admitted to the full program, your courses count towards your degree learning.
Syllabus - What you will learn from this course
2 hours to complete
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 hours to complete
2 videos (Total 8 min), 5 readings, 1 quiz
5 readings
Syllabus10m
About the Discussion Forums10m
Glossary20m
Brand Descriptions10m
Updating Your Proflie10m
1 practice exercise
Orientation Quiz30m
3 hours to complete
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.
3 hours to complete
6 videos (Total 67 min), 2 readings, 2 quizzes
6 videos
What is a Distribution Channel12m
Channel Decisions5m
Channel Design17m
Channel Management13m
Disintermediation17m
2 readings
Module 1 Overview10m
Module 1 Readings10m
1 practice exercise
Module 1 Quiz30m
2 hours to complete
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.
2 hours to complete
5 videos (Total 67 min), 2 readings, 1 quiz
5 videos
Pricing Approaches12m
Factors Affecting Pricing Decisions11m
Consumer Psychology and Pricing17m
Steps in Setting Price15m
2 readings
Module 2 Overview10m
Module 2 Readings10m
1 practice exercise
Module 2 Quiz30m
3 hours to complete
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.
3 hours to complete
7 videos (Total 70 min), 4 readings, 2 quizzes
7 videos
The Communications Model17m
The Communications Mix13m
The Changing Communications Environment5m
Steps in Developing a Communications Plan7m
Evaluating Advertising15m
Online Advertising8m
4 readings
Module 3 Overview10m
Module 3 Readings10m
Case Memo Content Instructions10m
Case Memo Format Instructions10m
1 practice exercise
Module 3 Quiz30m
5 hours to complete
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.
5 hours to complete
14 videos (Total 159 min), 3 readings, 2 quizzes
14 videos
Understanding Consumer Behavior6m
Cultural Factors7m
Social Factors21m
Personal Factors9m
Consumer Decision Making16m
Consumer Behavior and New Products25m
4-2.110m
4-2.25m
4-2.310m
4-2.411m
4-2.511m
4-2.617m
Gies Online Programs3m
3 readings
Module 4 Overview10m
Module 4 Readings10m
Congratulations!10m
1 practice exercise
Module 4 Quiz30m
Reviews
TOP REVIEWS FROM MARKETING MANAGEMENT II
by JNFeb 25, 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.
by SPSep 8, 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.
by QZOct 2, 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.
by SSJun 25, 2020
I got 3 certificate from Coursera .I have spending my corono days as very useful thank u cousera .Ur given opportunity to made days as useful
About the Value Chain Management Specialization
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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