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.
Value Chain Management 专项课程伊利诺伊大学香槟分校课程信息
35,927 次近期查看
学生职业成果
50%
完成这些课程后已开始新的职业生涯
67%
通过此课程获得实实在在的工作福利
50%
加薪或升职
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）
可灵活调整截止日期
根据您的日程表重置截止日期。
完成时间大约为14 小时
英语（English）
字幕：英语（English）
您将获得的技能
Marketing PlanMarketing ManagementMarketing MixWriting
学生职业成果
50%
完成这些课程后已开始新的职业生涯
67%
通过此课程获得实实在在的工作福利
50%
加薪或升职
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）
可灵活调整截止日期
根据您的日程表重置截止日期。
完成时间大约为14 小时
英语（English）
字幕：英语（English）
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.
立即开始攻读硕士学位
此 课程 隶属于 伊利诺伊大学香槟分校 提供的 100% 在线 Master of Business Administration (iMBA)。如果您被录取参加全部课程，您的课程将计入您的学位学习进程。
教学大纲 - 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
2 个视频 （总计 8 分钟）, 5 个阅读材料, 1 个测验
5 个阅读材料
Syllabus10分钟
About the Discussion Forums10分钟
Glossary20分钟
Brand Descriptions10分钟
Updating Your Proflie10分钟
1 个练习
Orientation Quiz30分钟
完成时间为 3 小时
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.
完成时间为 3 小时
6 个视频 （总计 67 分钟）, 2 个阅读材料, 2 个测验
6 个视频
What is a Distribution Channel12分钟
Channel Decisions5分钟
Channel Design17分钟
Channel Management13分钟
Disintermediation17分钟
2 个阅读材料
Module 1 Overview10分钟
Module 1 Readings10分钟
1 个练习
Module 1 Quiz30分钟
完成时间为 2 小时
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.
完成时间为 2 小时
5 个视频 （总计 67 分钟）, 2 个阅读材料, 1 个测验
5 个视频
Pricing Approaches12分钟
Factors Affecting Pricing Decisions11分钟
Consumer Psychology and Pricing17分钟
Steps in Setting Price15分钟
2 个阅读材料
Module 2 Overview10分钟
Module 2 Readings10分钟
1 个练习
Module 2 Quiz30分钟
完成时间为 3 小时
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.
完成时间为 3 小时
7 个视频 （总计 70 分钟）, 4 个阅读材料, 2 个测验
7 个视频
The Communications Model17分钟
The Communications Mix13分钟
The Changing Communications Environment5分钟
Steps in Developing a Communications Plan7分钟
Evaluating Advertising15分钟
Online Advertising8分钟
4 个阅读材料
Module 3 Overview10分钟
Module 3 Readings10分钟
Case Memo Content Instructions10分钟
Case Memo Format Instructions10分钟
1 个练习
Module 3 Quiz30分钟
完成时间为 4 小时
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.
完成时间为 4 小时
13 个视频 （总计 156 分钟）, 2 个阅读材料, 2 个测验
13 个视频
Understanding Consumer Behavior6分钟
Cultural Factors7分钟
Social Factors21分钟
Personal Factors9分钟
Consumer Decision Making16分钟
Consumer Behavior and New Products25分钟
4-2.110分钟
4-2.25分钟
4-2.310分钟
4-2.411分钟
4-2.511分钟
4-2.617分钟
2 个阅读材料
Module 4 Overview10分钟
Module 4 Readings10分钟
1 个练习
Module 4 Quiz30分钟
审阅
来自MARKETING MANAGEMENT II的热门评论
由 JN 提供Feb 25, 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.
由 SS 提供Jun 25, 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
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 VB 提供Mar 3, 2020
Amazing professor and excellent teaching skills. He makes it very easy to understand and adapt for people from different background.
关于 Value Chain Management 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 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.
常见问题
When will I have access to the lectures and assignments?
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.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Is financial aid available?
Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.
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