Acerca de este curso: In this course, you will learn how businesses create value for customers. We will examine the process by which Marketing builds on a thorough 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. Upon successful completion of this course, you will be able to: • Define marketing and describe how marketing creates value • Describe the elements of the marketing mix • Explain how these elements interact to create value for consumers • Use different analytical frameworks to examine how managers solve business problems • Evaluate brand extensions • Develop a marketing Plan proposal 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.
Creada por: University of Illinois at Urbana-Champaign
Enseñado por: Hayden Noel, Assistant Clinical Professor
Department of Business Administration, College of Business
| Información básica | Curso 5 de 7 en Value Chain Management Specialization |
| Compromiso | 4 weeks of study, 6-8 hours/week |
| Idioma | Inglés (English) |
| Cómo aprobar | Aprueba todas las tareas calificadas para completar el curso. |
| Calificaciones del usuario |
Completa este curso para conseguir:
Programa Especializado - Value Chain Management
Este curso es parte del Programa especializado Value Chain Management de University of Illinois at Urbana-Champaign del curso 7
Master of Business Administration (iMBA)
El curso forma parte del programa de títulos 18 courses plus three capstone projects totalmente en línea
Programa
SEMANA 1
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, 7 lecturas, 2 cuestionarios de práctica
- Vídeo: Meet Professor Hayden Noel
- Reading: Syllabus
- Reading: Glossary
- Reading: Brand Descriptions
- Practice Quiz: Orientation Quiz
- Reading: Updating Your Profile
- Reading: About the Discussion Forums
- Discussion Prompt: Getting to Know Your Classmates
- Reading: Social Media
- Reading: Module 0 Readings
- Vídeo: Case Method Overview
- Vídeo: Case Method: Steps in Case Analysis
- Vídeo: Case Method: How to Prepare a Case
- Vídeo: Case Method: Final Thoughts
- Vídeo: Marketing Plan Orientation
- Practice Quiz: Case Method Quiz
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, 4 lecturas
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Vídeo: The Story of Segway
- Vídeo: Creating Value
- Vídeo: The Marketing Strategy Process
- Reading: Case Memo Content Instructions
- Reading: Case Memo Format Instructions
Calificado: Module 1 Peer Review Assignment
Calificado: Module 1 Quiz
SEMANA 2
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, 3 lecturas
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Vídeo: Segmentation
- Vídeo: Targeting
- Vídeo: Positioning
- Reading: About the Jeopardy Quiz
- LTI Item: Module 2 Jeopardy Quiz (optional)
Calificado: Module 2 Quiz
SEMANA 3
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, 2 lecturas
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Vídeo: What Is a Brand and How Does Branding Work?
- Vídeo: Brand Equity
- Vídeo: Attributes of Strong Brands
- Vídeo: Brand and Line Extensions
- Vídeo: Evaluating Brand Extensions
- Vídeo: The Brand Extension Assignment
Calificado: Module 3 Peer Review Assignment
Calificado: Module 3 Quiz
SEMANA 4
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, 2 lecturas
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Vídeo: What Is a Service?
- Vídeo: Levels of Product
- Vídeo: Product Mix Decisions
- Vídeo: Product Life Cycle
- LTI Item: Module 4 Jeopardy Quiz (optional)
Calificado: Module 4 Quiz
Preguntas Frecuentes
Cómo funciona
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
Creadores
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.
Tarifa
| Comprar curso | |
|---|---|
| Accede a los materiales del curso | Disponible |
| Accede a los materiales con calificación | Disponible |
| Recibe una calificación final | Disponible |
| Obtén un Certificado de curso para compartir | Disponible |
Calificaciones y revisiones
I got a huge knowledge about this particular subject and it was an eye opener. Thank you for this great opportunity.
Excellent course to get introduced to marketing basics. I am not from management background and I really enjoyed the course
This is a must take course if you are interested in business and has been one of my favorites so far in my MBA at UIUC. Professor Noel is a leader in the field of consumer behavior. You'll really enjoy his class and learn a tremendous amount of information and appreciate his enthusiasm for the subject of marketing. His love for marketing is infectious, like a true marketer should be!
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such an wondeful learning experienmce from this course