In this course, you will further examine how businesses create value for customers. In Marketing Management I, you learned the major elements of the marketing mix - product policy, channels of distribution, communication, and pricing - and saw how they fit within different analytical frameworks that are useful to managers. In this course, you will complete a more detailed analysis of these elements in order to conduct a thorough strategic analysis of marketing opportunities and communicate marketing decisions. This will enable you to see “marketing in action” in the business world.
Este curso forma parte de Programa Especializado - Value Chain Management
ofrecido por
Programa Especializado - Value Chain ManagementUniversidad de Illinois en Urbana-ChampaignAcerca de este Curso
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Resultados profesionales del estudiante
50%
comenzó una nueva carrera después de completar estos cursos
67%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
50%
consiguió un aumento de sueldo o ascenso
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 6 de 7 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Aprox. 15 horas para completar
Inglés (English)
Subtítulos: Inglés (English)
Habilidades que obtendrás
Marketing PlanMarketing ManagementMarketing MixWriting
Resultados profesionales del estudiante
50%
comenzó una nueva carrera después de completar estos cursos
67%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
50%
consiguió un aumento de sueldo o ascenso
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 6 de 7 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Aprox. 15 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
2 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.
2 horas para completar
2 videos (Total 8 minutos), 5 lecturas, 1 cuestionario
5 lecturas
Syllabus10m
About the Discussion Forums10m
Glossary20m
Brand Descriptions10m
Updating Your Proflie10m
1 ejercicio de práctica
Orientation Quiz30m
3 horas para completar
Module 1: Distribution (Place)
In this module, you will learn what is meant by the term distribution and its importance for companies. We will explore the different channel strategies and channel decisions that marketers need to make based on the product or service they are offering.
3 horas para completar
6 videos (Total 67 minutos), 2 lecturas, 2 cuestionarios
6 videos
What is a Distribution Channel12m
Channel Decisions5m
Channel Design17m
Channel Management13m
Disintermediation17m
2 lecturas
Module 1 Overview10m
Module 1 Readings10m
1 ejercicio de práctica
Module 1 Quiz30m
2 horas para completar
Module 2: Pricing Strategy (Price)
An important element of the 4 Ps is Pricing. While all the other Ps focus on creating value, pricing helps companies to extract the value created. In this module, you will learn about pricing in marketing and the different considerations and steps involved in the pricing process.
2 horas para completar
5 videos (Total 67 minutos), 2 lecturas, 1 cuestionario
5 videos
Pricing Approaches12m
Factors Affecting Pricing Decisions11m
Consumer Psychology and Pricing17m
Steps in Setting Price15m
2 lecturas
Module 2 Overview10m
Module 2 Readings10m
1 ejercicio de práctica
Module 2 Quiz30m
3 horas para completar
Module 3: Marketing Communication (Promotion)
A strong brand allows companies to distinguish themselves from their competitors in their target market. To build a strong brand, marketers need to ensure that their messages to consumers are clear and consistent. In this module, we will learn how Integrated Marketing Communications (IMC) help companies achieve this objective.
3 horas para completar
7 videos (Total 70 minutos), 4 lecturas, 2 cuestionarios
7 videos
The Communications Model17m
The Communications Mix13m
The Changing Communications Environment5m
Steps in Developing a Communications Plan7m
Evaluating Advertising15m
Online Advertising8m
4 lecturas
Module 3 Overview10m
Module 3 Readings10m
Case Memo Content Instructions10m
Case Memo Format Instructions10m
1 ejercicio de práctica
Module 3 Quiz30m
5 horas para completar
Module 4: Consumer Behavior
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.
5 horas para completar
14 videos (Total 159 minutos), 3 lecturas, 2 cuestionarios
14 videos
Understanding Consumer Behavior6m
Cultural Factors7m
Social Factors21m
Personal Factors9m
Consumer Decision Making16m
Consumer Behavior and New Products25m
4-2.110m
4-2.25m
4-2.310m
4-2.411m
4-2.511m
4-2.617m
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 II
por JN25 de feb. de 2018
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.
por SS25 de jun. de 2020
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
por DR10 de may. de 2020
I have completed all assignments and modules to qualify for honors certificate and also received 97.2% . kindly provide me the same .
por VB3 de mar. de 2020
Amazing professor and excellent teaching skills. He makes it very easy to understand and adapt for people from different background.
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.
¿Recibiré crédito universitario por completar el Curso?
Este Curso no otorga crédito universitario, pero algunas universidades pueden aceptar los Certificados del curso para obtener crédito. Consulta con tu institución para obtener más información. Los Títulos en línea y los Certificados Mastertrack™ de Coursera brindan la oportunidad de obtener créditos universitarios.
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