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.
提供方
教學大綱 - 您將從這門課程中學到什麼
週
1完成時間為 2 小時
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 （總計 8 分鐘）, 6 個閱讀材料, 1 個測驗
6 個閱讀材料
Syllabus10分鐘
About the Discussion Forums10分鐘
Glossary20分鐘
Brand Descriptions10分鐘
Updating Your Proflie10分鐘
Social Media10分鐘
1 個練習
Orientation Quiz10分鐘
完成時間為 4 小時
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 （總計 67 分鐘）, 2 個閱讀材料, 2 個測驗
6 個視頻
What is a Distribution Channel12分鐘
Channel Decisions5分鐘
Channel Design17分鐘
Channel Management13分鐘
Disintermediation17分鐘
2 個閱讀材料
Module 1 Overview10分鐘
Module 1 Readings10分鐘
1 個練習
Module 1 Quiz24分鐘
週
2完成時間為 2 小時
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 （總計 67 分鐘）, 2 個閱讀材料, 1 個測驗
5 個視頻
Pricing Approaches12分鐘
Factors Affecting Pricing Decisions11分鐘
Consumer Psychology and Pricing17分鐘
Steps in Setting Price15分鐘
2 個閱讀材料
Module 2 Overview10分鐘
Module 2 Readings10分鐘
1 個練習
Module 2 Quiz24分鐘
週
3完成時間為 4 小時
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 （總計 70 分鐘）, 4 個閱讀材料, 2 個測驗
7 個視頻
The Communications Model17分鐘
The Communications Mix13分鐘
The Changing Communications Environment5分鐘
Steps in Developing a Communications Plan7分鐘
Evaluating Advertising15分鐘
Online Advertising8分鐘
4 個閱讀材料
Module 3 Overview10分鐘
Module 3 Readings10分鐘
Case Memo Content Instructions10分鐘
Case Memo Format Instructions10分鐘
1 個練習
Module 3 Quiz20分鐘
週
4完成時間為 5 小時
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 （總計 156 分鐘）, 2 個閱讀材料, 2 個測驗
13 個視頻
Understanding Consumer Behavior6分鐘
Cultural Factors7分鐘
Social Factors21分鐘
Personal Factors9分鐘
Consumer Decision Making16分鐘
Consumer Behavior and New Products25分鐘
4-2.110分鐘
4-2.25分鐘
4-2.310分鐘
4-2.411分鐘
4-2.511分鐘
4-2.617分鐘
2 個閱讀材料
Module 4 Overview10分鐘
Module 4 Readings10分鐘
1 個練習
Module 4 Quiz24分鐘
4.8
27 個審閱50%
完成這些課程後已開始新的職業生涯
50%
通過此課程獲得實實在在的工作福利
熱門審閱
Wonderful class and Hayden Noel is amazing and engaging professor. I learned so much about marketing, but also about how to engage my audience. I would take any class that Professor Noel teaches.
I really appreciate professor Hayden's engaging attitude and teaching style. He is enjoyable to watch and work with.
講師
Hayden Noel
Assistant Clinical ProfessorDepartment of Business Administration, College of Business
領先獲取學位
此 課程 隸屬於 伊利诺伊大学香槟分校 提供的 100% 在線 Master of Business Administration (iMBA)。立即開始學習開放課程或專項課程，觀看 iMBA 教師的課程並完成自主學習作業。
完成每門課程後，您將獲得一個證書，您可以添加到 LinkedIn 和簡歷中。
如果申請並被錄取參加全部課程，您的課程將計入您的學位學習進程。
關於 伊利诺伊大学香槟分校
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.
關於 Value Chain Management 專項課程
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.
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