About this course: 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.

Created by: University of Illinois at Urbana-Champaign

Taught by: Hayden Noel, Assistant Clinical Professor
Department of Business Administration, College of Business

Basic Info	Course 6 of 7 in the Value Chain Management Specialization.
Commitment	4 weeks of study, 6-8 hours/week
Language	English
How To Pass	Pass all graded assignments to complete the course.
User Ratings	4.6 stars Average User Rating 4.6See what learners said

Syllabus

WEEK 1

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, 6 readings, 1 practice quiz

Video: Welcome to Marketing Management II
Video: Meet Professor Hayden Noel
Reading: Syllabus
Reading: About the Discussion Forums
Reading: Glossary
Reading: Brand Descriptions
Practice Quiz: Orientation Quiz
Reading: Updating Your Proflie
Discussion Prompt: Getting to Know Your Classmates
Reading: Social Media

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, 2 readings

Reading: Module 1 Overview
Video: Module 1 Introduction
Reading: Module 1 Readings
Video: What is a Distribution Channel
Video: Channel Decisions
Video: Channel Design
Video: Channel Management
Video: Disintermediation

Graded: Module 1 Peer Review Assignment

Graded: Module 1 Quiz

WEEK 2

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, 2 readings

Reading: Module 2 Overview
Reading: Module 2 Readings
Video: What is Pricing?
Video: Pricing Approaches
Video: Factors Affecting Pricing Decisions
Video: Consumer Psychology and Pricing
Video: Steps in Setting Price

Graded: Module 2 Quiz

WEEK 3

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, 4 readings

Reading: Module 3 Overview
Reading: Module 3 Readings
Video: Introduction to Promotion
Video: The Communications Model
Video: The Communications Mix
Video: The Changing Communications Environment
Video: Steps in Developing a Communications Plan
Video: Evaluating Advertising
Video: Online Advertising
Reading: Case Memo Content Instructions
Reading: Case Memo Format Instructions

Graded: Module 3 Peer Review Assignment

Graded: Module 3 Quiz

WEEK 4

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, 2 readings

Reading: Module 4 Overview
Reading: Module 4 Readings
Video: Introduction to Consumer Behavior
Video: Understanding Consumer Behavior
Video: Cultural Factors
Video: Social Factors
Video: Personal Factors
Video: Consumer Decision Making
Video: Consumer Behavior and New Products
Video: 4-2.1
Video: 4-2.2
Video: 4-2.3
Video: 4-2.4
Video: 4-2.5
Video: 4-2.6

Graded: Module 4 Peer Review Assignment

Graded: Module 4 Quiz

FAQs

How It Works

Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

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Creators

University of Illinois at 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.

Pricing

	Audit	Purchase Course
Access to course materials	Available	Available
Access to graded materials	Not available	Available
Receive a final grade	Not available	Available
Earn a shareable Course Certificate	Not available	Available

Ratings and Reviews

Rated 4.6 out of 5 of 38 ratings

This course is absolutely amazing! Super easy to understand and follow! I have learned SO much! Thank you, ayden!

Super course .....Hayden Noel is one of the Best Mentor.....Assignments and Quiz's are very tricky and covers portion in detail. Most recommended course for anyone who want to excel in the field of Marketing or business.

Great challenging class. This coursera class has so much information packed into it that I downloaded the transcripts! Professor Hayden provides a strong academic thesis and then mixes it up with continual real world experiences and cases. I loved this class. I also became a better writer!

Great Class. I learned a lot of about marketing management.

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Marketing Management II

Marketing Management II

Marketing Management II