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.
ofrecido por
Programa Especializado - Value Chain ManagementUniversidad de Illinois en Urbana-ChampaignAcerca de este Curso
112,349 vistas recientes
Resultados profesionales del estudiante
33%
comenzó una nueva carrera después de completar estos cursos
29%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 5 de 7 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Aprox. 12 horas para completar
Inglés (English)
Subtítulos: Inglés (English)
Habilidades que obtendrás
Market AnalysisMarketingMarketing StrategyMarketing Mix
Resultados profesionales del estudiante
33%
comenzó una nueva carrera después de completar estos cursos
29%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 5 de 7 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Aprox. 12 horas para completar
Inglés (English)
Subtítulos: Inglés (English)
ofrecido por
Universidad de Illinois en 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.
Comienza a trabajar para obtener tu maestría
Este curso es parte del Master of Business Administration (iMBA) completamente en línea de Universidad de Illinois en Urbana-Champaign.
Si eres aceptado en el programa completo, tus cursos cuentan para tu título.
Programa - Qué aprenderás en este curso
3 horas para completar
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.
3 horas para completar
7 videos (Total 65 minutos), 6 lecturas, 1 cuestionario
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
6 lecturas
Syllabus10m
Glossary20m
Brand Descriptions10m
Updating Your Profile10m
About the Discussion Forums10m
Module 0 Readings10m
1 ejercicio de práctica
Module 0 Quiz30m
3 horas para completar
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.
3 horas para completar
4 videos (Total 46 minutos), 4 lecturas, 2 cuestionarios
4 lecturas
Module 1 Overview10m
Module 1 Readings10m
Case Memo Content Instructions10m
Case Memo Format Instructions10m
1 ejercicio de práctica
Module 1 Quiz30m
2 horas para completar
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.
2 horas para completar
4 videos (Total 64 minutos), 2 lecturas, 1 cuestionario
2 lecturas
Module 2 Overview10m
Module 2 Readings10m
1 ejercicio de práctica
Module 2 Quiz30m
3 horas para completar
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.
3 horas para completar
7 videos (Total 50 minutos), 2 lecturas, 2 cuestionarios
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 lecturas
Module 3 Overview10m
Module 3 Readings10m
1 ejercicio de práctica
Module 3 Quiz30m
2 horas para completar
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.
2 horas para completar
6 videos (Total 43 minutos), 3 lecturas, 1 cuestionario
6 videos
What Is a Service?2m
Levels of Product14m
Product Mix Decisions11m
Product Life Cycle6m
Gies Online Programs3m
3 lecturas
Module 4 Overview10m
Module 4 Readings10m
Congratulations!10m
1 ejercicio de práctica
Module 4 Quiz30m
Revisiones
Principales revisiones sobre MARKETING MANAGEMENT I
por KF4 de sep. de 2019
Great course that is thorough in content. Only criticism is the quizzes seemed unnecessarily "tricky." If the quizzes leaned slightly more toward reinforcing course material would be ideal.
por NG4 de may. de 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.
por MY2 de abr. de 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
por MA20 de feb. de 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
Acerca de Programa especializado: Value Chain Management
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.
Preguntas Frecuentes
¿Cuándo podré acceder a las lecciones y tareas?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
- The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
- The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
¿Cuál es la política de reembolsos?
Si estás suscrito, obtienes una prueba gratis de 7 días, que podrás cancelar cuando desees sin ningún tipo de penalidad. Una vez transcurrido ese tiempo, no realizamos reembolsos. No obstante, puedes cancelar tu suscripción cuando quieras. Consulta nuestra política completa de reembolsos.
¿Hay ayuda económica disponible?
Sí, Coursera ofrece ayuda económica a los estudiantes que no pueden pagar la tarifa. Solicítala haciendo clic en el enlace de Ayuda económica que está debajo del botón “Inscribirse” a la izquierda. Se te pedirá que completes una solicitud. Recibirás una notificación en caso de que se apruebe. Deberás completar este paso para cada uno de los cursos que forman parte del Programa especializado, incluido el proyecto final. Obtén más información.
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