In this course, you will learn how businesses create value for customers. We will examine the process by which Marketing builds on a thorough 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.
Upon successful completion of this course, you will be able to:
• Define marketing and describe how marketing creates value
• Describe the elements of the marketing mix
• Explain how these elements interact to create value for consumers
• Use different analytical frameworks to examine how managers solve business problems
• Evaluate brand extensions
• Develop a marketing Plan proposal
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.
Dieser Kurs ist Teil der Spezialisierung Spezialisierung Value Chain Management
Marketing Management I
von
Lehrplan - Was Sie in diesem Kurs lernen werden
Woche
13 Stunden zum Abschließen
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.
7 Videos (Gesamt 65 min), 7 Lektüren, 2 Quiz
7 Videos
Meet Professor Hayden Noel1m
Case Method Overview8m
Case Method: Steps in Case Analysis12m
Case Method: How to Prepare a Case5m
Case Method: Final Thoughts13m
Marketing Plan Orientation16m
7 Lektüren
Syllabus10m
Glossary20m
Brand Descriptions10m
Updating Your Profile10m
About the Discussion Forums10m
Social Media10m
Module 0 Readings10m
2 praktische Übungen
Orientation Quiz10m
Case Method Quiz10m
4 Stunden zum Abschließen
Module 1: Marketing Strategy
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.
4 Videos (Gesamt 46 min), 4 Lektüren, 2 Quiz
4 Lektüren
Module 1 Overview10m
Module 1 Readings10m
Case Memo Content Instructions10m
Case Memo Format Instructions10m
1 praktische Übung
Module 1 Quiz20m
Woche
23 Stunden zum Abschließen
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.
4 Videos (Gesamt 64 min), 3 Lektüren, 2 Quiz
3 Lektüren
Module 2 Overview10m
Module 2 Readings10m
About the Jeopardy Quiz10m
1 praktische Übung
Module 2 Quiz24m
Woche
34 Stunden zum Abschließen
Module 3: 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.
7 Videos (Gesamt 50 min), 2 Lektüren, 2 Quiz
7 Videos
What Is a Brand and How Does Branding Work?9m
Brand Equity11m
Attributes of Strong Brands5m
Brand and Line Extensions10m
Evaluating Brand Extensions9m
The Brand Extension Assignment1m
2 Lektüren
Module 3 Overview10m
Module 3 Readings10m
1 praktische Übung
Module 3 Quiz24m
Woche
42 Stunden zum Abschließen
Module 4: Product Strategy
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.
5 Videos (Gesamt 39 min), 2 Lektüren, 2 Quiz
5 Videos
What Is a Service?2m
Levels of Product14m
Product Mix Decisions11m
Product Life Cycle6m
2 Lektüren
Module 4 Overview10m
Module 4 Readings10m
1 praktische Übung
Module 4 Quiz28m
33%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
33%
ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
Top-Bewertungen
Marketing Management 1 is superp course...Most recommended for anyone who want to excel in the field of Marketing and business ,Haydon Noel is one of the best Mentor in the Business
The course was great. The lecturer was amazing and I loved how interactive it was. I was able to learn a lot and very easily. Can't wait to start the Marketing Management II course
Dozent
Hayden Noel
Assistant Clinical ProfessorDepartment of Business Administration, College of Business
Get a head start on your degree
This Kurs is part of the 100% online Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign.
Start an open course or Specialization today to watch courses featuring iMBA faculty and complete self-paced assignments.
When you complete each course, you’ll earn a certificate that you can add to your LinkedIn and resume.
If you apply and are admitted to the full program, your courses count towards your degree learning.
Über 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.
Über die Spezialisierung 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.
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