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.
Este curso faz parte do Programa de cursos integrados Value Chain Management
Marketing Management II
oferecido por
Informações sobre o curso
4.8
185 classificações
Habilidades que você terá
Marketing PlanMarketing ManagementMarketing MixWriting
Programa - O que você aprenderá com este curso
Semana
1Course 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 vídeos (total de (Total 8 mín.) min), 6 leituras, 1 teste
6 leituras
Syllabus10min
About the Discussion Forums10min
Glossary20min
Brand Descriptions10min
Updating Your Proflie10min
Social Media10min
1 exercício prático
Orientation Quiz10min
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 vídeos (total de (Total 67 mín.) min), 2 leituras, 2 testes
6 videos
What is a Distribution Channel12min
Channel Decisions5min
Channel Design17min
Channel Management13min
Disintermediation17min
2 leituras
Module 1 Overview10min
Module 1 Readings10min
1 exercício prático
Module 1 Quiz24min
Semana
2Module 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 vídeos (total de (Total 67 mín.) min), 2 leituras, 1 teste
5 videos
What is Pricing?9min
Pricing Approaches12min
Factors Affecting Pricing Decisions11min
Consumer Psychology and Pricing17min
Steps in Setting Price15min
2 leituras
Module 2 Overview10min
Module 2 Readings10min
1 exercício prático
Module 2 Quiz24min
Semana
3Module 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 vídeos (total de (Total 70 mín.) min), 4 leituras, 2 testes
7 videos
The Communications Model17min
The Communications Mix13min
The Changing Communications Environment5min
Steps in Developing a Communications Plan7min
Evaluating Advertising15min
Online Advertising8min
4 leituras
Module 3 Overview10min
Module 3 Readings10min
Case Memo Content Instructions10min
Case Memo Format Instructions10min
1 exercício prático
Module 3 Quiz20min
Semana
4Module 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 vídeos (total de (Total 156 mín.) min), 2 leituras, 2 testes
13 videos
Understanding Consumer Behavior6min
Cultural Factors7min
Social Factors21min
Personal Factors9min
Consumer Decision Making16min
Consumer Behavior and New Products25min
4-2.110min
4-2.25min
4-2.310min
4-2.411min
4-2.511min
4-2.617min
2 leituras
Module 4 Overview10min
Module 4 Readings10min
1 exercício prático
Module 4 Quiz24min
50%
comecei uma nova carreira após concluir estes cursos
50%
consegui um benefício significativo de carreira com este curso
Melhores avaliações
por JN•Feb 26th 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.
por MS•Oct 8th 2018
I really appreciate professor Hayden's engaging attitude and teaching style. He is enjoyable to watch and work with.
Instrutores
Hayden Noel
Assistant Clinical ProfessorDepartment of Business Administration, College of Business
Comece a trabalhar rumo ao seu mestrado
Este curso é parte de uma graduação 100% on-line Master of Business Administration (iMBA) pela University of Illinois at Urbana-Champaign.
Caso seja aceito para o programa completo, seus cursos contarão para sua graduação.
Sobre 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.
Sobre o Programa de cursos integrados Value Chain Management
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.
Perguntas Frequentes – FAQ
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O que recebo ao me inscrever nesta Especialização?
Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.
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