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.
This course is part of the Value Chain Management Specialization
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Value Chain Management SpecializationUniversity of Illinois at Urbana-ChampaignAbout this Course
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100% online
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Course 6 of 7 in the
Approx. 13 hours to complete
English
Subtitles: English
Skills you will gain
- Marketing Plan
- Marketing Management
- Marketing Mix
- Writing
Flexible deadlines
Reset deadlines in accordance to your schedule.
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 6 of 7 in the
Approx. 13 hours to complete
English
Subtitles: English
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
4 videos (Total 10 min), 6 readings, 1 quiz
2 hours to complete
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 hours to complete
9 videos (Total 50 min), 2 readings, 8 quizzes
2 hours to complete
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 hours to complete
7 videos (Total 75 min), 2 readings, 8 quizzes
2 hours to complete
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 hours to complete
6 videos (Total 63 min), 2 readings, 5 quizzes
5 hours to complete
Module 4: Communicating Value (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.
5 hours to complete
12 videos (Total 87 min), 4 readings, 2 quizzes
Reviews
- 5 stars85.28%
- 4 stars12.36%
- 3 stars1.09%
- 2 stars0.15%
- 1 star1.09%
TOP REVIEWS FROM DEVELOPING A MARKETING MIX FOR GROWTH
by JBOct 7, 2018
Wonderful class by a very fun and knowledgable professor who has a true passion for his work. I loved this class!
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 MSOct 7, 2018
I really appreciate professor Hayden's engaging attitude and teaching style. He is enjoyable to watch and work with.
by EDFeb 20, 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.
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 surpluses for organizations.
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