This course is part of the Value Chain Management Specialization

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Hayden Noel

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Part of the Master of Business Administration (iMBA) degree
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Value Chain Management SpecializationUniversity of Illinois at Urbana-Champaign

About this Course

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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.
You will be able to: 

• Define all elements of the marketing mix and explain the role each element plays in creating value 
• Compare different pricing models 
• Evaluate the use of different channels of distribution by existing businesses 
• Critique advertising execution 
• Create a persuasive advertising piece

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/.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

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Course 6 of 7 in the

Value Chain Management Specialization

Approx. 13 hours to complete

English

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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

Value Chain Management Specialization

Approx. 13 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.84/5 (110 Ratings)

Hayden Noel

Associate Clinical Professor

Department of Business Administration, College of Business

50,248 Learners

2 Courses

Offered by

University of Illinois at Urbana-Champaign

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.

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Syllabus - What you will learn from this course

Content Rating94%(1,928 ratings)

Week

Week 1

2 hours to complete

Course Orientation

2 hours to complete

4 videos (Total 10 min), 6 readings, 1 quiz

2 hours to complete

Module 1: Creating Value (Product)

2 hours to complete

9 videos (Total 50 min), 2 readings, 8 quizzes

9 videos

What is Product?4m

What is Service?6m

The Services Marketing Triangle3m

How the Product Delivers Value3m

Five Product Levels7m

Product Classifications6m

The Product Life Cycle2m

Business-to-Business (B2B) Marketing7m

Professor Noel's Board Walk: Product Mix Decisions8m

2 readings

Module 1 Overview10m

Module 1 Readings10m

8 practice exercises

Practice Quiz Lesson 1.11m

Practice Quiz Lesson 1.21m

Practice Quiz 1.31m

Practice Quiz Lesson 1.41m

Practice Quiz Lesson 1.51m

Practice Quiz Lesson 1.61m

Practice Quiz Lesson 1.71m

Module 1 Quiz30m

Week

Week 2

2 hours to complete

Module 2: Delivering Value (Place)

2 hours to complete

7 videos (Total 75 min), 2 readings, 8 quizzes

7 videos

What is a Distribution Channel?8m

Lesson 2-2: How Channel Members Add Value?7m

Channel Design14m

Channel Management9m

Disintermediation11m

Disintermediation in Action15m

Professor Noel's Board Walk: Zara Supply Chain (Distribution Channel)7m

2 readings

Module 2 Overview10m

Module 2 Readings10m

8 practice exercises

Practice Quiz 2.11m

Practice Quiz Lesson 2.21m

Practice Quiz Lesson 2.31m

Practice Quiz Lesson 2.41m

Practice Quiz Lesson 2.51m

Practice Quiz Lesson 2.61m

Practice Quiz Professor Noel's Board Walk1m

Module 2 Quiz30m

Week

Week 3

2 hours to complete

Module 3: Capturing Value (Pricing)

2 hours to complete

6 videos (Total 63 min), 2 readings, 5 quizzes

6 videos

What is it Worth to You?14m

Customized Pricing Strategy10m

Consumer Psychology and Pricing12m

Setting Price - The Impact of Demand and Elasticity9m

Lesson 3-5: Initiating and Responding to Price Change4m

Professor Noel's Board Walk: New Product Pricing Strategy11m

2 readings

Module 3 Overview10m

Module 3 Readings10m

5 practice exercises

Practice Quiz Lesson 3.1 1m

Practice Quiz Lesson 3.21m

Practice Quiz Lesson 3.32m

Practice Quiz Lesson 3.430m

Module 3 Quiz30m

Week

Week 4

5 hours to complete

Module 4: Communicating Value (Promotion)

5 hours to complete

12 videos (Total 87 min), 4 readings, 2 quizzes

12 videos

Introduction to Promotion3m

The Communications Model7m

The Elements of the Communications Mix10m

Consumer Buying Process4m

Integrated Marketing Communications4m

Developing a Communications Plan7m

Is Your Advertising Effective?4m

Personal Selling and Public Relations10m

Sales Promotion & Digital Marketing8m

Leveraging Multiculturalism9m

Professor Noel's Board Walk: Evaluating Advertising 6m

Discussions with the Experts Steve Raquel10m

4 readings

Module 4 Overview10m

Module 4 Readings10m

Case Memo Content Instructions10m

Case Memo Format Instructions10m

1 practice exercise

Module 4 Quiz30m

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TOP REVIEWS FROM DEVELOPING A MARKETING MIX FOR GROWTH

by ACMar 2, 2018

Excellent course! Really enjoyed key marketing topics. E.g. consumer behavior and psychology of marketing

by VBMar 3, 2020

Amazing professor and excellent teaching skills. He makes it very easy to understand and adapt for people from different background.

by DRMay 10, 2020

I have completed all assignments and modules to qualify for honors certificate and also received 97.2% . kindly provide me the same .

by JHMar 5, 2018

Absolutely outstanding course. the professor is amazing and this class is highly recommended.

View all reviews

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.

In this specialization, you will gain competencies that are critical for managers in any functional area. You will learn to create, model, analyze, and maximize value in accounting, operations, and marketing. This specialization 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 here.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Developing a Marketing Mix for Growth

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