This course is part of the Value Chain Management Specialization

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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

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Course 5 of 7 in the

Value Chain Management Specialization

Approx. 16 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. 16 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 (383 Ratings)

Hayden Noel

Associate Clinical Professor

Department of Business Administration, College of Business

50,666 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%(5,140 ratings)

Week1

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 Overview6mScanning the Environment4mProfessor Noel's Board Walk: SWOT Analysis8mThe Netflix Story6mCreating Value5mProfessor Noel's Board Walk: Creating and Capturing value6mSustaining Value6mNon-Profit Organizations9mThe Importance of Market Research6mConducting Market Research Part 113mConducting Market Research Part 212m

2 readings

Module 1 Overview10mModule 1 Readings10m

3 practice exercises

1-1 Practice Quiz15m1-2 Practice Quiz 15mModule 1 Quiz30m

Week2

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 Differentiation8mIntroduction to Segmentation, Targeting and Positioning4mSegmentation11mPerceptual Mapping7mLevels of Market Segmentation5mProfitable Segmentation5mTargeting6mSegmentation and Targeting in Practice10mPositioning for Competitive Advantage Part 114mPositioning for Competitive Advantage Part 212mProfessor Noel's Board Walk: Crafting a Positioning Statement7m

2 readings

Module 2 Overview10mModule 2 Readings10m

3 practice exercises

2-1 Practice Quiz15m2-2 Practice Quiz30mModule 2 Quiz30m

Week3

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)14mIntroduction to Branding7mThe Power of Branding3mBrand Mantra4mBrand Equity7mAttributes of Strong Brands5mBrand Experience7mBrand and Line Extensions12mMaking Extensions Work10mProfessor Noel's Board Walk: Evaluating Brand and Line Extensions5m

2 readings

Module 3 Overview10mModule 3 Readings10m

3 practice exercises

3-1 Practice Quiz15m3-2 Practice Quiz15mModule 3 Quiz30m

Week4

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 Behavior5mWhat influences Consumer Behavior–Culture 6mWhat influences Consumer Behavior–Social Class7mWhat influences Consumer Behavior-Reference Groups6mWhat influences Consumer Behavior-Psychological factors9mTheories of Consumer Decision Making15mThe Consumer Decision Journey11mNew Product Adoption14mBarriers to Adoption Part 18mBarriers to Adoption Part 213mProfessor Noel's Board Walk: "Barriers to Adoption" in Practice8mThe Marketing Plan Part 111mThe Marketing Plan Part 27mThe Marketing Plan Part 3: Student Interviews12mDiscussions with the Experts: Melanie Millar13mGies Online Programs3m

4 readings

Module 4 Overview10mModule 4 Readings10mCongratulations!10mGet Your Course Certificate10m

5 practice exercises

4-1 Practice Quiz15m4-2 Practice Quiz15m4-3 Practice Quiz30m4-4 Practice Quiz15mModule 4 Quiz30m

Reviews

4.8

401 reviews

5 stars
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3 stars
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2 stars
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TOP REVIEWS FROM DEVELOPING A WINNING MARKETING STRATEGY

by ATAug 27, 2021

Great Course. Every Topic was explained in detail with brilliant examples which made learning easier. Thanks a lot! Surely enrolling for the Marketing Management II.

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 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.

by MAFeb 20, 2019

The course was great. The lecturer was amazing and I loved how interactive it was. I was able to learn a lot and very easily. Can't wait to start the Marketing Management II course

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.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
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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