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 to communicate marketing decisions. This will enable you to see “marketing in action” in the business world.
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您可以获得计入 Master of Business Administration (iMBA) 的 伊利诺伊大学香槟分校 的学分。
价值链管理 专项课程伊利诺伊大学香槟分校课程信息
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100% 在线
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第 6 门课程（共 7 门）
完成时间大约为13 小时
英语（English）
字幕：英语（English）
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- Marketing Plan
- Marketing Management
- Marketing Mix
- Writing
可灵活调整截止日期
根据您的日程表重置截止日期。
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 6 门课程（共 7 门）
完成时间大约为13 小时
英语（English）
字幕：英语（English）
对员工进行热门技能培训能否为您的公司带来益处？
体验 Coursera 企业版
提供方
伊利诺伊大学香槟分校
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.
开始攻读学位
该课程属于 伊利诺伊大学香槟分校 提供的 1 个在线学位计划。当您通过大学申请学分课程而非学位课程并想在线完成时，它会计入 Illinois 学位的学分课时。您只需通过大学申请即可。
授课大纲 - 您将从这门课程中学到什么
完成时间为 2 小时
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.
完成时间为 2 小时
4 个视频 （总计 10 分钟）, 6 个阅读材料, 1 个测验
完成时间为 2 小时
Module 1: Creating Value (Product)
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.
完成时间为 2 小时
9 个视频 （总计 50 分钟）, 2 个阅读材料, 8 个测验
完成时间为 2 小时
Module 2: Delivering Value (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.
完成时间为 2 小时
7 个视频 （总计 75 分钟）, 2 个阅读材料, 8 个测验
完成时间为 2 小时
Module 3: Capturing Value (Pricing)
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.
完成时间为 2 小时
6 个视频 （总计 63 分钟）, 2 个阅读材料, 5 个测验
完成时间为 5 小时
Module 4: Communicating Value (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.
完成时间为 5 小时
12 个视频 （总计 87 分钟）, 4 个阅读材料, 2 个测验
审阅
- 5 stars85.12%
- 4 stars12.57%
- 3 stars1.07%
- 2 stars0.15%
- 1 star1.07%
来自DEVELOPING A MARKETING MIX FOR GROWTH的热门评论
由 HK 提供Dec 5, 2019
This subject gave me good knowledge about the subject and the videos helped me to understand the basics
由 DR 提供May 10, 2020
I have completed all assignments and modules to qualify for honors certificate and also received 97.2% . kindly provide me the same .
由 AC 提供Mar 2, 2018
Excellent course! Really enjoyed key marketing topics. E.g. consumer behavior and psychology of marketing
由 FB 提供Jul 11, 2020
Great course for developing a process that provide a thorough framework for marketing strategy.
关于 价值链管理 专项课程
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 surpluses for organizations.
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