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.
Este curso forma parte de Programa Especializado - Value Chain Management
Marketing Management II
ofrecido por
Acerca de este Curso
4.8
189 calificaciones
Habilidades que obtendrás
Marketing PlanMarketing ManagementMarketing MixWriting
Programa - Qué aprenderás en este curso
Semana
12 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 videos (Total 8 minutos), 6 readings, 1 quiz
6 lecturas
Syllabus10m
About the Discussion Forums10m
Glossary20m
Brand Descriptions10m
Updating Your Proflie10m
Social Media10m
1 ejercicio de práctica
Orientation Quiz10m
4 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.
6 videos (Total 67 minutos), 2 readings, 2 quizzes
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 Quiz24m
Semana
22 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.
5 videos (Total 67 minutos), 2 readings, 1 quiz
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 Quiz24m
Semana
34 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.
7 videos (Total 70 minutos), 4 readings, 2 quizzes
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 Quiz20m
Semana
45 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.
13 videos (Total 156 minutos), 2 readings, 2 quizzes
13 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
2 lecturas
Module 4 Overview10m
Module 4 Readings10m
1 ejercicio de práctica
Module 4 Quiz24m
50%
comenzó una nueva carrera después de completar estos cursos
50%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Principales revisiones
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.
I really appreciate professor Hayden's engaging attitude and teaching style. He is enjoyable to watch and work with.
Instructor
Hayden Noel
Assistant Clinical ProfessorDepartment of Business Administration, College of Business
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.
Acerca de 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.
Acerca del 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?
Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.
¿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?
¿Hay ayuda económica disponible?
¿Tienes más preguntas? Visita el Centro de Ayuda al Alumno.
Coursera brinda acceso universal a la mejor educación del mundo, al asociarse con las mejores universidades y organizaciones, para ofrecer cursos en línea.
© 2019 Coursera Inc. Todos los derechos reservados.
