In this Specialization, you’ll learn how to turn consumer insight into a clear marketing strategy and competitive positioning. You’ll start by learning how marketing creates value and how buyer behavior informs decisions across the marketing mix—product, pricing, channels of distribution, and communication. You’ll use practical frameworks to diagnose business problems, evaluate branding choices (including brand extensions), and select marketing actions that fit the customer and the market. Next, you’ll go deeper into the marketing mix to make stronger growth decisions. You’ll compare pricing models, evaluate how firms use distribution channels, and strengthen your ability to critique and improve advertising execution. You’ll also learn how to communicate marketing decisions with a structured marketing plan proposal. Finally, you’ll connect these fundamentals to today’s digital environment. You’ll examine how tools like the Internet and smartphones change what consumers can do and how firms design product, promotion, placement, and pricing in response. By the end of this Specialization, you will be able to: Analyze consumer needs and use frameworks to choose a marketing strategy and positioning. Build a marketing plan proposal across product, pricing, channels, and communication. Evaluate branding decisions, pricing options, channel choices, and advertising effectiveness. Apply digital-era thinking to update the marketing mix as consumer behavior evolves.
EH
This course is absolutely amazing! Super easy to understand and follow! I have learned SO much! Thank you, ayden!
MA
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
DB
Thank-You professor, I expanded my knowledge on how 4Ps are influenced/ changed by technology. In fact, i have already used these examples in my class. Very useful. Once again thanks a lot professor.
DC
Exceptional course, if you want to learn about marketing this is the place. Great teacher and interesting reading.
IK
Overall good course. Few comments: a) More cases can be added to give better understanding and relevance. b) Quiz is unnecessarily tricky. It should focus on concepts instead.
OA
A really useful course, which contains new information about 3D Printing, and some new strategies for digital marketing. If you are new to digital marketing, I advise you to start with this course.
PR
I have completed all assignments and modules to qualify for honors certificate and also received 97.2% . kindly provide me the same .
KO
Prof Heyden is very interesting insightful and engaging. The content is relevant and well prepared. Excellent course for marketing professionals and those interested in marketing.
SH
Very informative, but I wish some of the videos and tools were more up-to-date. As we all know, Digital Marketing is constantly updating with new tactics, so even 2-3 years can make a big difference.
H
This subject gave me good knowledge about the subject and the videos helped me to understand the basics
SR
It helps me alot learning about marketing strategy, how we can segment, positioning, target and also how we can make strategically brand extention etc.
EA
very happy to learn and upgrade and leverage my knowledge and experience on the marketing major physically and digitally, thanks a lot for Illinois and coursera team for the great work and support,
Showing: 20 of 141
It is great course. Prof. Noel state clearly about marketing concepts. Overall, it's a good course of those who want to have a basic understanding about marketing.
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.
Content is good and adequately organized. Peer-reviewed assignments are nonsense and a waste of time. Need to be re-structured/formatted.
Very good and informative course! Thank you very much for everything. It was really very useful!
Great course for developing a process that provide a thorough framework for marketing strategy.
Great course materials from University. Contents were clearly explained and communicated by Professor Hayden. As usual through out the course contents were illustrated with visualized examples which made easy to remember. Adequate reading links provided to enhance our knowledge and trends in the market.
Useful tips, quizzes and peer assignment throughout the course which helps us to do our field work as in real.
Thanks to Coursera and University of Illinois Urban Champaign for providing great online platform
Kudos to Professor Hayden Noel for your time and inputs which is remarkable.
I liked this course a lot, I left good experiences, I expanded my study methodologies in it, I had more recognition and awareness of the structures of marketing, I could appreciate the maturity that companies acquire in time in the implementation of marketing, complement more the knowledge in distribution channels, disintermediation, price, communication, consumer behavior, marketing plan, etc.
My gratitude to God the author and finisher of all things, to coursera and the university of illinois, to Hayden Noel, and the entire team, I congratulate you on your work.
I really enjoyed this course.Hayden Noel is really a great teacher. He made the learning process so fun. His methodology of teaching the subject is really effective. Both the courses Marketing Management 1 and 2 were designed in such a way to grasp the concepts without any difficulty. Hayden Noel is really an expert. Thanks to him I am really confident about the knowledge that I earned.
Great challenging class. This coursera class has so much information packed into it that I downloaded the transcripts! Professor Hayden provides a strong academic thesis and then mixes it up with continual real world experiences and cases. I loved this class. I also became a better writer!
I wish this course would have been longer. A lot of good information just not enough time to get everything completed on time. I felt rushed through a lot of the work and didn't feel a complete understanding of some of it.
Super course .....Hayden Noel is one of the Best Mentor.....Assignments and Quiz's are very tricky and covers portion in detail. Most recommended course for anyone who want to excel in the field of Marketing or business.
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.
Organized effectively enough to understand easily, and fun to listen to the teacher's differentiated lectures like marketing itself. Thank you very much.
I got 3 certificate from Coursera .I have spending my corono days as very useful thank u cousera .Ur given opportunity to made days as useful
Amazing professor and excellent teaching skills. He makes it very easy to understand and adapt for people from different background.
I really appreciate professor Hayden's engaging attitude and teaching style. He is enjoyable to watch and work with.
Exceptional course, if you want to learn about marketing this is the place. Great teacher and interesting reading.
Wonderful class by a very fun and knowledgable professor who has a true passion for his work. I loved this class!
This course is absolutely amazing! Super easy to understand and follow! I have learned SO much! Thank you, ayden!
Excellent course! Really enjoyed key marketing topics. E.g. consumer behavior and psychology of marketing