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.
Value Chain Management 專項課程伊利诺伊大学香槟分校課程信息
35,927 次近期查看
學生職業成果
50%
完成這些課程後已開始新的職業生涯
67%
通過此課程獲得實實在在的工作福利
50%
加薪或升職
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 6 門課程（共 7 門）
可靈活調整截止日期
根據您的日程表重置截止日期。
完成時間大約為14 小時
英語（English）
字幕：英語（English）
您將獲得的技能
Marketing PlanMarketing ManagementMarketing MixWriting
學生職業成果
50%
完成這些課程後已開始新的職業生涯
67%
通過此課程獲得實實在在的工作福利
50%
加薪或升職
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 6 門課程（共 7 門）
可靈活調整截止日期
根據您的日程表重置截止日期。
完成時間大約為14 小時
英語（English）
字幕：英語（English）
提供方
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.
立即開始攻讀碩士學位
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)。如果您被錄取參加全部課程，您的課程將計入您的學位學習進程。
教學大綱 - 您將從這門課程中學到什麼
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.
完成時間為 2 小時
2 個視頻 （總計 8 分鐘）, 5 個閱讀材料, 1 個測驗
5 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
1 個練習
Orientation Quiz30分鐘
完成時間為 3 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.
完成時間為 3 小時
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 Quiz30分鐘
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.
完成時間為 2 小時
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 Quiz30分鐘
完成時間為 3 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.
完成時間為 3 小時
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 Quiz30分鐘
完成時間為 4 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.
完成時間為 4 小時
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 Quiz30分鐘
審閱
來自MARKETING MANAGEMENT II的熱門評論
由 JN 提供2018年2月25日
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.
由 SS 提供2020年6月25日
I got 3 certificate from Coursera .I have spending my corono days as very useful thank u cousera .Ur given opportunity to made days as useful
由 DR 提供2020年5月10日
I have completed all assignments and modules to qualify for honors certificate and also received 97.2% . kindly provide me the same .
由 VB 提供2020年3月3日
Amazing professor and excellent teaching skills. He makes it very easy to understand and adapt for people from different background.
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.
常見問題
我什么时候能够访问课程视频和作业？
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
- The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
- The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
我订阅此专项课程后会得到什么？
您注册课程后，将有权访问专项课程中的所有课程，并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中，您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
退款政策是如何规定的？
如果订阅，您可以获得 7 天免费试听，在此期间，您可以取消课程，无需支付任何罚金。在此之后，我们不会退款，但您可以随时取消订阅。请阅读我们完整的退款政策。
有助学金吗？
是的，Coursera 可以为无法承担费用的学生提供助学金。通过点击左侧“注册”按钮下的“助学金”链接可以申请助学金。您可以根据屏幕提示完成申请，申请获批后会收到通知。您需要针对专项课程中的每一门课程完成上述步骤，包括毕业项目。了解更多。
完成课程后，我会获得大学学分吗？
此课程不提供大学学分，但部分大学可能会选择接受课程证书作为学分。查看您的合作院校，了解详情。Coursera 上的在线学位和 Mastertrack™ 证书提供获得大学学分的机会。
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