About this course: 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.
Created by: University of Illinois at Urbana-Champaign
Taught by: Hayden Noel, Assistant Clinical Professor
Department of Business Administration, College of Business
| Basic Info | Course 5 of 7 in the Value Chain Management Specialization |
| Commitment | 4 weeks of study, 6-8 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 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 readings, 1 practice quiz
- Video: Welcome to Marketing Management I
- Video: 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
- Video: Case Method Overview
- Video: Case Method: Steps in Case Analysis
- Video: Case Method: How to Prepare a Case
- Video: Case Method: Final Thoughts
- Video: Marketing Plan Orientation
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 readings
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Video: Overview
- Video: The Story of Segway
- Video: Creating Value
- Video: The Marketing Strategy Process
- Reading: Case Memo Content Instructions
- Reading: Case Memo Format Instructions
Graded: Module 1 Peer Review Assignment
Graded: Module 1 Quiz
WEEK 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 readings
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Video: Introduction to STP
- Video: Segmentation
- Video: Targeting
- Video: Positioning
- Reading: About the Jeopardy Quiz
- LTI Item: Module 2 Jeopardy Quiz (optional)
Graded: Module 2 Quiz
WEEK 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 readings
- Reading: Module 3 Overview
- Video: Module 3 Introduction
- Reading: Module 3 Readings
- Video: What Is a Brand and How Does Branding Work?
- Video: Brand Equity
- Video: Attributes of Strong Brands
- Video: Brand and Line Extensions
- Video: Evaluating Brand Extensions
- Video: The Brand Extension Assignment
Graded: Module 3 Peer Review Assignment
Graded: Module 3 Quiz
WEEK 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 readings
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Video: What Is a Product?
- Video: What Is a Service?
- Video: Levels of Product
- Video: Product Mix Decisions
- Video: Product Life Cycle
- LTI Item: Module 4 Jeopardy Quiz (optional)
Graded: Module 4 Quiz
FAQs
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Coursework
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Creators
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.
Pricing
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
Very Comprehensive.
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Great Course! I learned a lot. Good material and amazing examples!