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.
von
Spezialisierung Value Chain ManagementUniversity of Illinois at Urbana-ChampaignÜber diesen Kurs
35,474 kürzliche Aufrufe
Karriereergebnisse der Lernenden
50%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
67%
ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
50%
erhalten Sie eine Gehaltserhöhung oder Beförderung
Zertifikat zur Vorlage
Erhalten Sie nach Abschluss ein Zertifikat
100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Kurs 6 von 7 in
Flexible Fristen
Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.
Ca. 14 Stunden zum Abschließen
Englisch
Untertitel: Englisch
Kompetenzen, die Sie erwerben
Marketing PlanMarketing ManagementMarketing MixWriting
Karriereergebnisse der Lernenden
50%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
67%
ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
50%
erhalten Sie eine Gehaltserhöhung oder Beförderung
Zertifikat zur Vorlage
Erhalten Sie nach Abschluss ein Zertifikat
100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Kurs 6 von 7 in
Flexible Fristen
Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.
Ca. 14 Stunden zum Abschließen
Englisch
Untertitel: Englisch
von
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.
Beginnen Sie damit, auf Ihren Master-Abschluss hinzuarbeiten.
Dieses Kurs ist Teil des reinen Onlineabschlusses Master of Business Administration (iMBA) von University of Illinois at Urbana-Champaign.
Wenn Sie in das komplette Programm aufgenommen werden, werden Ihre Kurse auf Ihren Abschluss angerechnet.
Lehrplan - Was Sie in diesem Kurs lernen werden
2 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.
2 Stunden zum Abschließen
2 Videos (Gesamt 8 min), 5 Lektüren, 1 Quiz
5 Lektüren
Syllabus10m
About the Discussion Forums10m
Glossary20m
Brand Descriptions10m
Updating Your Proflie10m
1 praktische Übung
Orientation Quiz30m
3 Stunden zum Abschließen
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.
3 Stunden zum Abschließen
6 Videos (Gesamt 67 min), 2 Lektüren, 2 Quiz
6 Videos
What is a Distribution Channel12m
Channel Decisions5m
Channel Design17m
Channel Management13m
Disintermediation17m
2 Lektüren
Module 1 Overview10m
Module 1 Readings10m
1 praktische Übung
Module 1 Quiz30m
2 Stunden zum Abschließen
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.
2 Stunden zum Abschließen
5 Videos (Gesamt 67 min), 2 Lektüren, 1 Quiz
5 Videos
Pricing Approaches12m
Factors Affecting Pricing Decisions11m
Consumer Psychology and Pricing17m
Steps in Setting Price15m
2 Lektüren
Module 2 Overview10m
Module 2 Readings10m
1 praktische Übung
Module 2 Quiz30m
3 Stunden zum Abschließen
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.
3 Stunden zum Abschließen
7 Videos (Gesamt 70 min), 4 Lektüren, 2 Quiz
7 Videos
The Communications Model17m
The Communications Mix13m
The Changing Communications Environment5m
Steps in Developing a Communications Plan7m
Evaluating Advertising15m
Online Advertising8m
4 Lektüren
Module 3 Overview10m
Module 3 Readings10m
Case Memo Content Instructions10m
Case Memo Format Instructions10m
1 praktische Übung
Module 3 Quiz30m
4 Stunden zum Abschließen
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.
4 Stunden zum Abschließen
13 Videos (Gesamt 156 min), 2 Lektüren, 2 Quiz
13 Videos
Understanding Consumer Behavior6m
Cultural Factors7m
Social Factors21m
Personal Factors9m
Consumer Decision Making16m
Consumer Behavior and New Products25m
4-2.110m
4-2.25m
4-2.310m
4-2.411m
4-2.511m
4-2.617m
2 Lektüren
Module 4 Overview10m
Module 4 Readings10m
1 praktische Übung
Module 4 Quiz30m
Bewertungen
Top-Bewertungen von MARKETING MANAGEMENT II
von JN25. Feb. 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.
von SS25. Juni 2020
I got 3 certificate from Coursera .I have spending my corono days as very useful thank u cousera .Ur given opportunity to made days as useful
von DR10. Mai 2020
I have completed all assignments and modules to qualify for honors certificate and also received 97.2% . kindly provide me the same .
von VB3. März 2020
Amazing professor and excellent teaching skills. He makes it very easy to understand and adapt for people from different background.
Über den 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.
Häufig gestellte Fragen
When will I have access to the lectures and assignments?
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The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Is financial aid available?
Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.
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