關於此課程：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.
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 6（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.
2 個視頻, 6 個閱讀材料, 1 個練習測驗
- 視頻: Meet Professor Hayden Noel
- Reading: Syllabus
- Reading: About the Discussion Forums
- Reading: Glossary
- Reading: Brand Descriptions
- Practice Quiz: Orientation Quiz
- Reading: Updating Your Proflie
- Discussion Prompt: Getting to Know Your Classmates
- Reading: Social Media
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 個視頻, 2 個閱讀材料
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- 視頻: What is a Distribution Channel
- 視頻: Channel Decisions
- 視頻: Channel Design
- 視頻: Channel Management
- 視頻: Disintermediation
已評分: Module 1 Peer Review Assignment
已評分: Module 1 Quiz
第 2 週
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.
5 個視頻, 2 個閱讀材料
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- 視頻: Pricing Approaches
- 視頻: Factors Affecting Pricing Decisions
- 視頻: Consumer Psychology and Pricing
- 視頻: Steps in Setting Price
已評分: Module 2 Quiz
第 3 週
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.
7 個視頻, 4 個閱讀材料
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- 視頻: The Communications Model
- 視頻: The Communications Mix
- 視頻: The Changing Communications Environment
- 視頻: Steps in Developing a Communications Plan
- 視頻: Evaluating Advertising
- 視頻: Online Advertising
- Reading: Case Memo Content Instructions
- Reading: Case Memo Format Instructions
已評分: Module 3 Peer Review Assignment
已評分: Module 3 Quiz
第 4 週
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.
13 個視頻, 2 個閱讀材料
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- 視頻: Understanding Consumer Behavior
- 視頻: Cultural Factors
- 視頻: Social Factors
- 視頻: Personal Factors
- 視頻: Consumer Decision Making
- 視頻: Consumer Behavior and New Products
- 視頻: 4-2.1
- 視頻: 4-2.2
- 視頻: 4-2.3
- 視頻: 4-2.4
- 視頻: 4-2.5
- 視頻: 4-2.6
已評分: Module 4 Peer Review Assignment
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
Fantastic course! Fabulous teachers!
Thanks
Absolutely outstanding course. the professor is amazing and this class is highly recommended.
best teacher ever.