About this Course
4.8
371 ratings
73 reviews

Start working towards your degree

Try out lectures, course readings, and self-paced assignments from the Master of Business Administration (iMBA) degree

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 15 hours to complete

Suggested: 4 weeks of study, 6-8 hours/week...

English

Subtitles: English

Skills you will gain

Market AnalysisMarketingMarketing StrategyMarketing Mix

Start working towards your degree

Try out lectures, course readings, and self-paced assignments from the Master of Business Administration (iMBA) degree

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 15 hours to complete

Suggested: 4 weeks of study, 6-8 hours/week...

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
3 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....
7 videos (Total 65 min), 7 readings, 2 quizzes
7 videos
Meet Professor Hayden Noel1m
Case Method Overview8m
Case Method: Steps in Case Analysis12m
Case Method: How to Prepare a Case5m
Case Method: Final Thoughts13m
Marketing Plan Orientation16m
7 readings
Syllabus10m
Glossary20m
Brand Descriptions10m
Updating Your Profile10m
About the Discussion Forums10m
Social Media10m
Module 0 Readings10m
2 practice exercises
Orientation Quiz10m
Case Method Quiz10m
4 hours to complete

Module 1: Marketing Strategy

In this module, 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....
4 videos (Total 46 min), 4 readings, 2 quizzes
4 videos
The Story of Segway18m
Creating Value16m
The Marketing Strategy Process7m
4 readings
Module 1 Overview10m
Module 1 Readings10m
Case Memo Content Instructions10m
Case Memo Format Instructions10m
1 practice exercise
Module 1 Quiz20m
Week
2
3 hours to complete

Module 2: Segmentation Targeting Positioning

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....
4 videos (Total 64 min), 3 readings, 2 quizzes
4 videos
Segmentation23m
Targeting16m
Positioning13m
3 readings
Module 2 Overview10m
Module 2 Readings10m
About the Jeopardy Quiz10m
1 practice exercise
Module 2 Quiz24m
Week
3
4 hours to complete

Module 3: Branding

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....
7 videos (Total 50 min), 2 readings, 2 quizzes
7 videos
What Is a Brand and How Does Branding Work?9m
Brand Equity11m
Attributes of Strong Brands5m
Brand and Line Extensions10m
Evaluating Brand Extensions9m
The Brand Extension Assignment1m
2 readings
Module 3 Overview10m
Module 3 Readings10m
1 practice exercise
Module 3 Quiz24m
Week
4
2 hours to complete

Module 4: Product Strategy

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....
5 videos (Total 39 min), 2 readings, 2 quizzes
5 videos
What Is a Service?2m
Levels of Product14m
Product Mix Decisions11m
Product Life Cycle6m
2 readings
Module 4 Overview10m
Module 4 Readings10m
1 practice exercise
Module 4 Quiz28m
4.8
73 ReviewsChevron Right

33%

started a new career after completing these courses

33%

got a tangible career benefit from this course

Top Reviews

By MYApr 3rd 2017

Marketing Management 1 is superp course...Most recommended for anyone who want to excel in the field of Marketing and business ,Haydon Noel is one of the best Mentor in the Business

By MAFeb 21st 2019

The course was great. The lecturer was amazing and I loved how interactive it was. I was able to learn a lot and very easily. Can't wait to start the Marketing Management II course

Instructor

Avatar

Hayden Noel

Assistant Clinical Professor
Department 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....
Value Chain Management

Frequently Asked Questions

  • 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.

  • 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.

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