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.
This course is part of the Value Chain Management Specialization
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Value Chain Management SpecializationUniversity of Illinois at Urbana-ChampaignAbout this Course
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Shareable Certificate
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100% online
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Course 5 of 7 in the
Approx. 16 hours to complete
English
Subtitles: English
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
Approx. 16 hours to complete
English
Subtitles: English
Offered by
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.
Start working towards your degree
This Course is part of an online degree program offered by the University of Illinois at Urbana-Champaign. When you apply for a for-credit non-degree course through the university and complete it online, it counts as credit hours towards a degree at Illinois. All you have to do is apply through the university.
Syllabus - What you will learn from this course
2 hours to complete
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 hours to complete
7 videos (Total 32 min), 6 readings
3 hours to complete
Module 1: The Marketing Process
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.
3 hours to complete
11 videos (Total 85 min), 2 readings, 3 quizzes
3 hours to complete
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.
3 hours to complete
11 videos (Total 95 min), 2 readings, 3 quizzes
3 hours to complete
Module 3: The Power of 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.
3 hours to complete
10 videos (Total 78 min), 2 readings, 3 quizzes
6 hours to complete
Module 4: Influencing Consumer Behavior; The Marketing Plan
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.
6 hours to complete
16 videos (Total 155 min), 4 readings, 6 quizzes
Reviews
- 5 stars84.42%
- 4 stars12.66%
- 3 stars2.15%
- 2 stars0.31%
- 1 star0.44%
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 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
by IKOct 5, 2020
Overall good course. Few comments: a) More cases can be added to give better understanding and relevance. b) Quiz is unnecessarily tricky. It should focus on concepts instead.
by KOAug 20, 2018
Prof Heyden is very interesting insightful and engaging. The content is relevant and well prepared. Excellent course for marketing professionals and those interested in marketing.
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.
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