In this course, you will learn how businesses create value for customers. We will examine the process by which Marketing builds on a comprehensive understanding of buyer behavior to create value. You will learn the major elements of the marketing mix -- product policy, channels of distribution, communication, and pricing -- and see how they fit within different analytical frameworks that are useful to managers. This will enhance your understanding of how marketing works in the business world.
Developing a Winning Marketing Strategy
This course is part of Value Chain Management Specialization
Instructor: Hayden Noel
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8 quizzes, 6 assignments
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There are 5 modules in this course
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.
What's included
7 videos6 readings1 discussion prompt
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.
What's included
11 videos2 readings1 quiz2 assignments
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.
What's included
11 videos2 readings3 quizzes
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.
What's included
10 videos2 readings3 assignments
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.
What's included
16 videos4 readings4 quizzes1 assignment1 peer review1 plugin
Instructor
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Recommended if you're interested in Marketing
University of Illinois Urbana-Champaign
Coursera Project Network
University of California, Irvine
Build toward a degree
This course is part of the following degree program(s) offered by University of Illinois Urbana-Champaign. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.¹
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Reviewed on Dec 13, 2017
Taking decisions on what to do either for a line extension or a brand extension and measure their impact is how companies can minimise the risks involved and avoid financial wast.
Reviewed on May 4, 2020
It is as expected both learning and experience wise. Please do try this course and get to know about segmentation and various marketing theories and articles which made a difference.
Reviewed on Sep 4, 2018
I have learned a lot of practical stuff in this class. Most importantly, identifying unmet needs, considering the 5C and finding a marketing mix (4P) along with STP.
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