This course is part of the Value Chain Management Specialization

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1,642 ratings

Hayden Noel

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Part of the Master of Business Administration (iMBA) degree
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Value Chain Management SpecializationUniversity of Illinois at Urbana-Champaign

About this Course

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In this course, you will learn how businesses create value for customers. We will examine the process by which Marketing builds on a comprehensive 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. 
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 Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 5 of 7 in the

Value Chain Management Specialization

Approx. 17 hours to complete

English

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Skills you will gain

Market Analysis
Marketing
Marketing Strategy
Marketing Mix

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 5 of 7 in the

Value Chain Management Specialization

Approx. 17 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.8/5 (381 Ratings)

Hayden Noel

Associate Clinical Professor

Department of Business Administration, College of Business

50,266 Learners

2 Courses

Offered by

University of Illinois at Urbana-Champaign

Start working towards your Master's degree

This course is part of the 100% online Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign. If you are admitted to the full program, your courses count towards your degree learning.

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Syllabus - What you will learn from this course

Content Rating96%(5,083 ratings)

Week

Week 1

2 hours to complete

Course Orientation

2 hours to complete

7 videos (Total 32 min), 6 readings

3 hours to complete

Module 1: The Marketing Process

3 hours to complete

11 videos (Total 85 min), 2 readings, 3 quizzes

11 videos

The Marketing Strategy Process: An Overview6m

Scanning the Environment4m

Professor Noel's Board Walk: SWOT Analysis8m

The Netflix Story6m

Creating Value5m

Professor Noel's Board Walk: Creating and Capturing value6m

Sustaining Value6m

Non-Profit Organizations9m

The Importance of Market Research6m

Conducting Market Research Part 113m

Conducting Market Research Part 212m

2 readings

Module 1 Overview10m

Module 1 Readings10m

3 practice exercises

1-1 Practice Quiz15m

1-2 Practice Quiz 15m

Module 1 Quiz30m

Week

Week 2

3 hours to complete

Module 2: Segmentation Targeting Positioning

3 hours to complete

11 videos (Total 95 min), 2 readings, 3 quizzes

11 videos

Value Proposition and Differentiation8m

Introduction to Segmentation, Targeting and Positioning4m

Segmentation11m

Perceptual Mapping7m

Levels of Market Segmentation5m

Profitable Segmentation5m

Targeting6m

Segmentation and Targeting in Practice10m

Positioning for Competitive Advantage Part 114m

Positioning for Competitive Advantage Part 212m

Professor Noel's Board Walk: Crafting a Positioning Statement7m

2 readings

Module 2 Overview10m

Module 2 Readings10m

3 practice exercises

2-1 Practice Quiz15m

2-2 Practice Quiz30m

Module 2 Quiz30m

Week

Week 3

3 hours to complete

Module 3: The Power of Branding

3 hours to complete

10 videos (Total 78 min), 2 readings, 3 quizzes

10 videos

Customer Relationship Management (CRM)14m

Introduction to Branding7m

The Power of Branding3m

Brand Mantra4m

Brand Equity7m

Attributes of Strong Brands5m

Brand Experience7m

Brand and Line Extensions12m

Making Extensions Work10m

Professor Noel's Board Walk: Evaluating Brand and Line Extensions5m

2 readings

Module 3 Overview10m

Module 3 Readings10m

3 practice exercises

3-1 Practice Quiz15m

3-2 Practice Quiz15m

Module 3 Quiz30m

Week

Week 4

6 hours to complete

Module 4: Influencing Consumer Behavior; The Marketing Plan

6 hours to complete

16 videos (Total 155 min), 4 readings, 6 quizzes

16 videos

Understanding Consumer Behavior5m

What influences Consumer Behavior–Culture 6m

What influences Consumer Behavior–Social Class7m

What influences Consumer Behavior-Reference Groups6m

What influences Consumer Behavior-Psychological factors9m

Theories of Consumer Decision Making15m

The Consumer Decision Journey11m

New Product Adoption14m

Barriers to Adoption Part 18m

Barriers to Adoption Part 213m

Professor Noel's Board Walk: "Barriers to Adoption" in Practice8m

The Marketing Plan Part 111m

The Marketing Plan Part 27m

The Marketing Plan Part 3: Student Interviews12m

Discussions with the Experts: Melanie Millar13m

Gies Online Programs3m

4 readings

Module 4 Overview10m

Module 4 Readings10m

Congratulations!10m

Get Your Course Certificate10m

5 practice exercises

4-1 Practice Quiz15m

4-2 Practice Quiz15m

4-3 Practice Quiz30m

4-4 Practice Quiz15m

Module 4 Quiz30m

Reviews

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TOP REVIEWS FROM DEVELOPING A WINNING MARKETING STRATEGY

by JDJun 27, 2020

Very good to have these basics in Marketing, although focusing a more on B2B marketing would have helped, especially when student are from the B2B sector exclusively.

by WDec 13, 2017

Taking decisions on what to do either for a line extension or a brand extension and measure their impact is how companies can minimise the risks involved and avoid financial wast.

by COSep 10, 2018

Interesting material. Prof Noel's enthusiasm makes the coursework even more interesting. Not being a marketing major, I found the work challenging and engaging as well.

by MRMay 31, 2020

I never thought that an online course could be such interactive !!

The course materials, Teacher, Assignment, and quizzes were interactive and helpful

View all reviews

About the Value Chain Management Specialization

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 surpluses 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 Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program here.

Frequently Asked Questions

When will I have access to the lectures and assignments?
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.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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