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
95,201 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15 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15 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
This 课程 is part of the 100% online Master of Business Administration (iMBA) from 伊利诺伊大学香槟分校.
If you are admitted to the full program, your courses count towards your degree learning.
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 5 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 5 小时
14 个视频 （总计 159 分钟）, 3 个阅读材料, 2 个测验
14 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
Gies Online Programs3分钟
3 个阅读材料
Module 4 Overview10分钟
Module 4 Readings10分钟
Congratulations!10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 SP 提供Sep 8, 2020
I really enjoyed this course. This course offers real insight about marketing mix, consumer behaviour and Market research!!! . I would definitely recommend people to do this course.
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 .
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.
常见问题
我什么时候能够访问课程视频和作业？
讲座和作业的访问权限取决于您的注册类型。如果您以旁听模式参加课程，则可以免费查看大多数课程资料。要访问评分作业并获得证书，您需要在旁听期间或之后购买证书体验。如果看不到旁听选项：
- 课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
- 课程可能会改为提供'完整课程，没有证书'。通过此选项，您可以查看所有课程材料、提交所要求的作业，以及获得最终成绩。这也意味着您将无法购买证书体验。
我订阅此专项课程后会得到什么？
您注册课程后，将有权访问专项课程中的所有课程，并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中，您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
Is financial aid available?
是的，Coursera 可以为无法承担费用的学生提供助学金。通过点击左侧“注册”按钮下的“助学金”链接可以申请助学金。您可以根据屏幕提示完成申请，申请获批后会收到通知。您需要针对专项课程中的每一门课程完成上述步骤，包括毕业项目。了解更多。
完成课程后，我会获得大学学分吗？
此课程不提供大学学分，但部分大学可能会选择接受课程证书作为学分。查看您的合作院校，了解详情。Coursera 上的在线学位和 Mastertrack™ 证书提供获得大学学分的机会。
还有其他问题吗？请访问 学生帮助中心。
