Marketing Management I

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Marketing Management I

Coursera (CC)
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Description

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: 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 th…

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When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: 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.

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 5 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 Trabajo del curso

Cada curso es como un libro de texto interactivo, con videos pregrabados, cuestionarios y proyectos.

Ayuda de tus compañeros

Conéctate con miles de estudiantes y debate ideas y materiales del curso, y obtén ayuda para dominar los conceptos.

Certificados

Obtén reconocimiento oficial por tu trabajo y comparte tu éxito con amigos, compañeros y empleadores.

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.

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.


7 videos, 7 readings, 1 practice quiz expand


  1. Video: Welcome to Marketing Management I
  2. Video: Meet Professor Hayden Noel
  3. Leyendo: Syllabus
  4. Leyendo: Glossary
  5. Leyendo: Brand Descriptions
  6. Cuestionario de práctica: Orientation Quiz
  7. Leyendo: Updating Your Profile
  8. Leyendo: About the Discussion Forums
  9. Cuadro de aviso de la discusión: Getting to Know Your Classmates
  10. Leyendo: Social Media
  11. Leyendo: Module 0 Readings
  12. Video: Case Method Overview
  13. Video: Case Method: Steps in Case Analysis
  14. Video: Case Method: How to Prepare a Case
  15. Video: Case Method: Final Thoughts
  16. Video: Marketing Plan Orientation


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, 4 readings expand


  1. Leyendo: Module 1 Overview
  2. Leyendo: Module 1 Readings
  3. Video: Overview
  4. Video: The Story of Segway
  5. Video: Creating Value
  6. Video: The Marketing Strategy Process
  7. Leyendo: Case Memo Content Instructions
  8. Leyendo: Case Memo Format Instructions

Graded: Module 1 Peer Review Assignment
Graded: Module 1 Quiz

WEEK 2


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, 3 readings expand


  1. Leyendo: Module 2 Overview
  2. Leyendo: Module 2 Readings
  3. Video: Introduction to STP
  4. Video: Segmentation
  5. Video: Targeting
  6. Video: Positioning
  7. Leyendo: About the Jeopardy Quiz
  8. Elemento LTI: Module 2 Jeopardy Quiz (optional)

Graded: Module 2 Quiz

WEEK 3


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, 2 readings expand


  1. Leyendo: Module 3 Overview
  2. Video: Module 3 Introduction
  3. Leyendo: Module 3 Readings
  4. Video: What Is a Brand and How Does Branding Work?
  5. Video: Brand Equity
  6. Video: Attributes of Strong Brands
  7. Video: Brand and Line Extensions
  8. Video: Evaluating Brand Extensions
  9. Video: The Brand Extension Assignment

Graded: Module 3 Peer Review Assignment
Graded: Module 3 Quiz

WEEK 4


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, 2 readings expand


  1. Leyendo: Module 4 Overview
  2. Leyendo: Module 4 Readings
  3. Video: What Is a Product?
  4. Video: What Is a Service?
  5. Video: Levels of Product
  6. Video: Product Mix Decisions
  7. Video: Product Life Cycle
  8. Elemento LTI: Module 4 Jeopardy Quiz (optional)

Graded: Module 4 Quiz
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