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.
Este curso forma parte de Programa especializado: Gestión de la cadena de valor
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Puedes obtener créditos de la Universidad de Illinois en Urbana-Champaign que cuentan para la Master of Business Administration (iMBA)
Programa especializado: Gestión de la cadena de valorUniversidad de Illinois en Urbana-ChampaignAcerca de este Curso
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Fechas lÃmite flexibles
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Certificado para compartir
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100Â % en lÃnea
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Curso 5 de 7 en
Aprox. 16 horas para completar
Inglés (English)
SubtÃtulos: Inglés (English)
¿PodrÃa tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?
Prueba Coursera para negociosHabilidades que obtendrás
- Market Analysis
- Marketing
- Marketing Strategy
- Marketing Mix
Fechas lÃmite flexibles
Restablece las fechas lÃmite en función de tus horarios.
Certificado para compartir
Obtén un certificado al finalizar
100Â % en lÃnea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 5 de 7 en
Aprox. 16 horas para completar
Inglés (English)
SubtÃtulos: Inglés (English)
¿PodrÃa tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?
Prueba Coursera para negocios
ofrecido por
Universidad de Illinois en 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.
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Este curso forma parte de un programa de grado en lÃnea ofrecido por Universidad de Illinois en Urbana-Champaign. Si solicitas créditos de un curso sin tÃtulo de grado a través de la universidad y lo completas en lÃnea, cuenta como horas de crédito para un programa de grado en Illinois. Todo lo que tienes que hacer es solicitarlo a través de la universidad.
Programa - Qué aprenderás en este curso
2 horas para completar
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 horas para completar
7 videos (Total 32 minutos), 6 lecturas
3 horas para completar
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 horas para completar
11 videos (Total 85 minutos), 2 lecturas, 3 cuestionarios
3 horas para completar
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 horas para completar
11 videos (Total 95 minutos), 2 lecturas, 3 cuestionarios
3 horas para completar
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 horas para completar
10 videos (Total 78 minutos), 2 lecturas, 3 cuestionarios
6 horas para completar
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 horas para completar
16 videos (Total 155 minutos), 4 lecturas, 6 cuestionarios
Reseñas
- 5 stars84,42Â %
- 4 stars12,66Â %
- 3 stars2,15Â %
- 2 stars0,31Â %
- 1 star0,44Â %
Principales reseñas sobre DEVELOPING A WINNING MARKETING STRATEGY
por KB15 de sep. de 2020
This was a very interesting course and was highly applicable to my line of work. I was able to take things I'm learning in class and apply them directly to what I do every day.
por JD27 de jun. de 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.
por CO10 de sep. de 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.
por SK4 de sep. de 2018
I have learned a lot of practical stuff in this class. Most importantly, identifying unmet needs, considering the 5C and finding a marketing mix (4P) along with STP.
Acerca de Programa especializado: Gestión de la cadena de valor
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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