About this Course
4.8
321 ratings
64 reviews
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 15 hours to complete

Suggested: 4 weeks of study, 6-8 hours/week...
Available languages

English

Subtitles: English

Skills you will gain

Market AnalysisMarketingMarketing StrategyMarketing Mix
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 15 hours to complete

Suggested: 4 weeks of study, 6-8 hours/week...
Available languages

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
Hours to complete
3 hours to complete

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....
Reading
7 videos (Total 65 min), 7 readings, 2 quizzes
Video7 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
Reading7 readings
Syllabus10m
Glossary20m
Brand Descriptions10m
Updating Your Profile10m
About the Discussion Forums10m
Social Media10m
Module 0 Readings10m
Quiz2 practice exercises
Orientation Quiz10m
Case Method Quiz10m
Hours to complete
4 hours to complete

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....
Reading
4 videos (Total 46 min), 4 readings, 2 quizzes
Video4 videos
The Story of Segway18m
Creating Value16m
The Marketing Strategy Process7m
Reading4 readings
Module 1 Overview10m
Module 1 Readings10m
Case Memo Content Instructions10m
Case Memo Format Instructions10m
Quiz1 practice exercise
Module 1 Quiz20m
Week
2
Hours to complete
3 hours to complete

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....
Reading
4 videos (Total 64 min), 3 readings, 2 quizzes
Video4 videos
Segmentation23m
Targeting16m
Positioning13m
Reading3 readings
Module 2 Overview10m
Module 2 Readings10m
About the Jeopardy Quiz10m
Quiz1 practice exercise
Module 2 Quiz24m
Week
3
Hours to complete
4 hours to complete

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....
Reading
7 videos (Total 50 min), 2 readings, 2 quizzes
Video7 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
Reading2 readings
Module 3 Overview10m
Module 3 Readings10m
Quiz1 practice exercise
Module 3 Quiz24m
Week
4
Hours to complete
2 hours to complete

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....
Reading
5 videos (Total 39 min), 2 readings, 2 quizzes
Video5 videos
What Is a Service?2m
Levels of Product14m
Product Mix Decisions11m
Product Life Cycle6m
Reading2 readings
Module 4 Overview10m
Module 4 Readings10m
Quiz1 practice exercise
Module 4 Quiz28m
4.8
64 ReviewsChevron Right
Career Benefit

50%

got a tangible career benefit from this course

Top Reviews

By MYApr 3rd 2017

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

By WDec 14th 2017

Taking decisions on what to do either for a line extension or a brand extension and measure their impact is how companies can minimise the risks involved and avoid financial wast.

Instructor

Avatar

Hayden Noel

Assistant Clinical Professor
Department of Business Administration, College of Business
Graduation Cap

Start working towards your Master's degree

This course is part of the 100% online Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign. If you are admitted to the full program, your courses count towards your degree learning.

About 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. ...

About the Value Chain Management Specialization

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....
Value Chain Management

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • 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.

More questions? Visit the Learner Help Center.