About this course: 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.

Created by: University of Illinois at Urbana-Champaign

Taught by: Hayden Noel, Assistant Clinical Professor
Department of Business Administration, College of Business

Basic Info	Course 6 of 7 in the Value Chain Management Specialization.
Commitment	4 weeks of study, 6-8 hours/week
Language	English
How To Pass	Pass all graded assignments to complete the course.
User Ratings	4.6 stars Average User Rating 4.6See what learners said

Syllabus

WEEK 1

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 videos, 6 readings, 1 practice quiz

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 videos, 2 readings

Graded: Module 1 Peer Review Assignment

Graded: Module 1 Quiz

WEEK 2

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 ...

5 videos, 2 readings

Graded: Module 2 Quiz

WEEK 3

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 M...

7 videos, 4 readings

Graded: Module 3 Peer Review Assignment

Graded: Module 3 Quiz

WEEK 4

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 th...

13 videos, 2 readings

Graded: Module 4 Peer Review Assignment

Graded: Module 4 Quiz

FAQs

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Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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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.

Pricing

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Access to course materials	Available	Available
Access to graded materials	Not available	Available
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Earn a shareable Course Certificate	Not available	Available

Ratings and Reviews

Rated 4.6 out of 5 of 37 ratings

This course is absolutely amazing! Super easy to understand and follow! I have learned SO much! Thank you, ayden!

Super course .....Hayden Noel is one of the Best Mentor.....Assignments and Quiz's are very tricky and covers portion in detail. Most recommended course for anyone who want to excel in the field of Marketing or business.

Great challenging class. This coursera class has so much information packed into it that I downloaded the transcripts! Professor Hayden provides a strong academic thesis and then mixes it up with continual real world experiences and cases. I loved this class. I also became a better writer!

Great Class. I learned a lot of about marketing management.

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Marketing Management II

Marketing Management II

Marketing Management II