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.
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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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）
您将获得的技能
- 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）
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。
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
8 个视频 （总计 43 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
5 个视频 （总计 58 分钟）, 2 个阅读材料, 5 个测验
完成时间为 4 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 4 小时
11 个视频 （总计 78 分钟）, 4 个阅读材料, 2 个测验
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 ED 提供Feb 20, 2021
Great course with great content, offered by prof Noel which is a great instructor and explains the concepts slowly and with stories and examples so that they stick with you for a long time.
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 QZ 提供Oct 2, 2020
It is great course. Prof. Noel state clearly about marketing concepts. Overall, it's a good course of those who want to have a basic understanding about marketing.
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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