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.
Upon successful completion of this course, you will be able to:
• List all elements of the marketing mix
• 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 the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.
This course is part of the Value Chain Management Specialization
Marketing Management II
4.8
(199 ratings)
5,462 already enrolled!
Offered By
Syllabus - What you will learn from this course
Week
12 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 videos (Total 8 min), 6 readings, 1 quiz
6 readings
Syllabus10m
About the Discussion Forums10m
Glossary20m
Brand Descriptions10m
Updating Your Proflie10m
Social Media10m
1 practice exercise
Orientation Quiz10m
4 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.
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 Quiz24m
Week
22 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.
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 Quiz24m
Week
34 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.
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 Quiz20m
Week
45 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.
13 videos (Total 156 min), 2 readings, 2 quizzes
13 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
2 readings
Module 4 Overview10m
Module 4 Readings10m
1 practice exercise
Module 4 Quiz24m
4.8
27 Reviews50%
started a new career after completing these courses
50%
got a tangible career benefit from this course
Top Reviews
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.
I really appreciate professor Hayden's engaging attitude and teaching style. He is enjoyable to watch and work with.
Instructor
Hayden Noel
Assistant Clinical ProfessorDepartment of Business Administration, College of Business
Get a head start on your degree
This course is part of the 100% online Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign.
Start an open course or Specialization today to watch courses featuring iMBA faculty and complete self-paced assignments.
When you complete each course, you’ll earn a certificate that you can add to your LinkedIn and resume.
If you apply and are admitted to the full program, your courses count towards your degree learning.
About 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.
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.
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 the University of Illinois iMBA Program. Each course fulfills a portion of the requirements for a University of Illinois course that can earn you college credit.
When you complete the Value Chain Management Specialization, you will:
· Understand how to apply a financial perspective of accounting for costs, understand how financial and non-financial accounting information facilitates strategic performance measurement, and integrate this information to continuously improve strategy.
· Understand the role of operations management and process improvement, synthesize information to make decisions for organizational initiatives, and apply analytical techniques for tactical operations and process improvement decisions.
· Understand how marketing works in the business world and how various marketing elements interact to create value for consumers and ultimately maximize value for your organization.
Frequently Asked Questions
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
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.
What is the refund policy?
Is financial aid available?
More questions? Visit the Learner Help Center.
Coursera provides universal access to the world’s best education,
partnering with top universities and organizations to offer courses online.
© 2019 Coursera Inc. All rights reserved.
