關於此課程：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.
製作方： University of Illinois at Urbana-Champaign
教學方： Hayden Noel, Assistant Clinical Professor
Department of Business Administration, College of Business
| 基本信息 | 課程 5（共 7 門，Value Chain Management Specialization ） |
| 承諾學習時間 | 4 weeks of study, 6-8 hours/week |
| 語言 | English |
| 如何通過 | 通過所有計分作業以完成課程。 |
| 用戶評分 |
授課大綱
第 1 週
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 個視頻, 7 個閱讀材料, 2 個練習測驗
- 視頻: Meet Professor Hayden Noel
- Reading: Syllabus
- Reading: Glossary
- Reading: Brand Descriptions
- Practice Quiz: Orientation Quiz
- Reading: Updating Your Profile
- Reading: About the Discussion Forums
- Discussion Prompt: Getting to Know Your Classmates
- Reading: Social Media
- Reading: Module 0 Readings
- 視頻: Case Method Overview
- 視頻: Case Method: Steps in Case Analysis
- 視頻: Case Method: How to Prepare a Case
- 視頻: Case Method: Final Thoughts
- 視頻: Marketing Plan Orientation
- Practice Quiz: Case Method Quiz
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 個視頻, 4 個閱讀材料
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- 視頻: The Story of Segway
- 視頻: Creating Value
- 視頻: The Marketing Strategy Process
- Reading: Case Memo Content Instructions
- Reading: Case Memo Format Instructions
已評分: Module 1 Peer Review Assignment
已評分: Module 1 Quiz
第 2 週
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 個視頻, 3 個閱讀材料
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- 視頻: Segmentation
- 視頻: Targeting
- 視頻: Positioning
- Reading: About the Jeopardy Quiz
- LTI Item: Module 2 Jeopardy Quiz (optional)
已評分: Module 2 Quiz
第 3 週
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 個視頻, 2 個閱讀材料
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- 視頻: What Is a Brand and How Does Branding Work?
- 視頻: Brand Equity
- 視頻: Attributes of Strong Brands
- 視頻: Brand and Line Extensions
- 視頻: Evaluating Brand Extensions
- 視頻: The Brand Extension Assignment
已評分: Module 3 Peer Review Assignment
已評分: Module 3 Quiz
第 4 週
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 個視頻, 2 個閱讀材料
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- 視頻: What Is a Service?
- 視頻: Levels of Product
- 視頻: Product Mix Decisions
- 視頻: Product Life Cycle
- LTI Item: Module 4 Jeopardy Quiz (optional)
已評分: Module 4 Quiz
常見問題解答
運作方式
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
製作方
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.
價格
| 購買課程 | |
|---|---|
| 訪問課程材料 | 可用 |
| 訪問評分的材料 | 可用 |
| 收到最終成績 | 可用 |
| 獲得可共享的課程證書 | 可用 |
評分和審閱
Thank you for such Awesome and Easy going course keep the work that way :)
very appreciable course
Awesome.
Very engaging course. Perhaps one of the best professors I've ever had. Makes it simple to understand and captures the students attention. Love the videos he did around town and on campus. Highly recommend!