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.
提供方
教学大纲 - 您将从这门课程中学到什么
周
1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.
2 个视频 （总计 8 分钟）, 6 个阅读材料, 1 个测验
6 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
Social Media10分钟
1 个练习
Orientation Quiz10分钟
完成时间为 4 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.
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 Quiz24分钟
周
2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.
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 Quiz24分钟
周
3完成时间为 4 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.
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 Quiz20分钟
周
4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.
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 Quiz24分钟
4.8
26 个审阅50%
完成这些课程后已开始新的职业生涯
50%
通过此课程获得实实在在的工作福利
热门审阅
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.
I really appreciate professor Hayden's engaging attitude and teaching style. He is enjoyable to watch and work with.
讲师
Hayden Noel
Assistant Clinical ProfessorDepartment of Business Administration, College of Business
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。
关于 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.
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
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注册以便获得证书后，您将有权访问所有视频、测验和编程作业（如果适用）。只有在您的班次开课之后，才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程，可能无法访问某些作业。
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。
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