In this course, you will learn how businesses create value for customers. We will examine the process by which Marketing builds on a comprehensive understanding of buyer behavior to create value. You will learn the major elements of the marketing mix -- product policy, channels of distribution, communication, and pricing -- and see how they fit within different analytical frameworks that are useful to managers. This will enhance your understanding of how marketing works 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 5 门课程（共 7 门）
完成时间大约为16 小时
英语（English）
字幕：英语（English）
您将获得的技能
- Market Analysis
- Marketing
- Marketing Strategy
- Marketing Mix
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 5 门课程（共 7 门）
完成时间大约为16 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
7 个视频 （总计 32 分钟）, 6 个阅读材料
完成时间为 3 小时
Module 1: The Marketing Process
In this module, you will learn to define "marketing." We will explore consumer needs and see how marketing plays a role in value creation through researching and satisfying of these customer needs.
完成时间为 3 小时
11 个视频 （总计 85 分钟）, 2 个阅读材料, 3 个测验
完成时间为 3 小时
Module 2: Segmentation Targeting Positioning
An important element of the marketing process is the value creation stage. Value creation begins with the process of STP. In this module, you will learn about segmentation, targeting, and positioning and what it accomplishes in the value creation stage.
完成时间为 3 小时
11 个视频 （总计 95 分钟）, 2 个阅读材料, 3 个测验
完成时间为 3 小时
Module 3: The Power of Branding
Effective branding strategy allows companies to distinguish themselves from their competitors in the market. In this module, we will learn how to build a strong brand, explore how brand equity affects profitability, and understand how strong brands can leverage their equity to create successful extensions.
完成时间为 3 小时
10 个视频 （总计 78 分钟）, 2 个阅读材料, 3 个测验
完成时间为 6 小时
Module 4: Influencing Consumer Behavior; The Marketing Plan
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 6 小时
16 个视频 （总计 155 分钟）, 4 个阅读材料, 6 个测验
审阅
- 5 stars84.44%
- 4 stars12.68%
- 3 stars2.10%
- 2 stars0.31%
- 1 star0.44%
来自DEVELOPING A WINNING MARKETING STRATEGY的热门评论
由 KO 提供Aug 20, 2018
Prof Heyden is very interesting insightful and engaging. The content is relevant and well prepared. Excellent course for marketing professionals and those interested in marketing.
由 KB 提供Sep 15, 2020
This was a very interesting course and was highly applicable to my line of work. I was able to take things I'm learning in class and apply them directly to what I do every day.
由 GK 提供Apr 28, 2020
It was an awesome experience with peofessor. He is very energetic and most of all, I love the way he puts in examples which could make anyone learn and understand faster. Thanks
由 AT 提供Aug 27, 2021
Great Course. Every Topic was explained in detail with brilliant examples which made learning easier. Thanks a lot! Surely enrolling for the Marketing Management II.
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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