Acerca de este curso: 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. Upon successful completion of this course, you will be able to: • List all elements of the marketing mix • Explain the role each element plays in creating value • Compare different pricing models • Evaluate the use of different channels of distribution by existing businesses • Critique advertising execution • Create a persuasive advertising piece 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 6 de 7 en Value Chain Management Specialization |
| Compromiso | 4 weeks of study, 6-8 hours/week |
| Idioma | 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.
2 videos, 6 readings, 1 practice quiz
- Vídeo: Meet Professor Hayden Noel
- Reading: Syllabus
- Reading: About the Discussion Forums
- Reading: Glossary
- Reading: Brand Descriptions
- Practice Quiz: Orientation Quiz
- Reading: Updating Your Proflie
- Discussion Prompt: Getting to Know Your Classmates
- Reading: Social Media
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.
6 videos, 2 readings
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Vídeo: What is a Distribution Channel
- Vídeo: Channel Decisions
- Vídeo: Channel Design
- Vídeo: Channel Management
- Vídeo: Disintermediation
Calificado: Module 1 Peer Review Assignment
Calificado: Module 1 Quiz
SEMANA 2
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.
5 videos, 2 readings
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Vídeo: Pricing Approaches
- Vídeo: Factors Affecting Pricing Decisions
- Vídeo: Consumer Psychology and Pricing
- Vídeo: Steps in Setting Price
Calificado: Module 2 Quiz
SEMANA 3
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.
7 videos, 4 readings
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Vídeo: The Communications Model
- Vídeo: The Communications Mix
- Vídeo: The Changing Communications Environment
- Vídeo: Steps in Developing a Communications Plan
- Vídeo: Evaluating Advertising
- Vídeo: Online Advertising
- Reading: Case Memo Content Instructions
- Reading: Case Memo Format Instructions
Calificado: Module 3 Peer Review Assignment
Calificado: Module 3 Quiz
SEMANA 4
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.
13 videos, 2 readings
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Vídeo: Understanding Consumer Behavior
- Vídeo: Cultural Factors
- Vídeo: Social Factors
- Vídeo: Personal Factors
- Vídeo: Consumer Decision Making
- Vídeo: Consumer Behavior and New Products
- Vídeo: 4-2.1
- Vídeo: 4-2.2
- Vídeo: 4-2.3
- Vídeo: 4-2.4
- Vídeo: 4-2.5
- Vídeo: 4-2.6
Calificado: Module 4 Peer Review Assignment
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
Thanks
Absolutely outstanding course. the professor is amazing and this class is highly recommended.
Excellent course! Really enjoyed key marketing topics. E.g. consumer behavior and psychology of marketing
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Fantastic course! Fabulous teachers!