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Exercising Leadership: Foundational Principles
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University of Illinois Urbana-Champaign via Coursera
Developing a Winning Marketing Strategy
4.81,783 ratings at CourseraOverview
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/.
Syllabus 4
- Course Orientation and Module 1: The Marketing Process 4.5 hours
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. In module 1, you will learn to define "marketing." We will explore consumer needs and see how marketing plays a role in va…
- Module 2: Segmentation Targeting Positioning 3 hours
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.
- Module 3: The Power of Branding 2.5 hours
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 ext…
- Module 4: Influencing Consumer Behavior; The Marketing Plan 6.5 hours
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 co…
Skills you'll practise
Advantages and disadvantages
Advantages
- Structured courses with graded quizzes, assignments and deadlines you can reset.
- A shareable certificate from the university or company when you pay.
- Financial aid is often approved for students in India (apply 15 days before you need it).
- From University of Illinois Urbana-Champaign, a well-regarded name.
- Rated 4.8 out of 5 by 1,783 learners.
- Self-paced: start any time.
- A clear syllabus (4 parts) you can see before you start.
Disadvantages
- Paid after a 7-day free trial (Coursera Plus or per course).
- Some courses can be audited for free, but graded work and certificates need payment.
Some points apply to every course of this kind; see how we rank.
This course is paid. Here is how to take it for free
- Free trials: You can start a 7-day free trial for many individual courses, Specializations, or a Coursera Plus subscription to test full course features. Cancel before the seventh day if you do not want to be charged.
- Financial aid: If you cannot afford the fee for a certificate, you can apply for financial aid through the link on the course home page by filling out an application about your background and goals.
Taught by
- Hayden NoelClinical Professor of Business Administration, Gies Case Development Coordinator, and Access & Community Facilitator, D…
- Maria RodasAssociate Professor of Business Administration, Shebik Centennial Fellow, and Academic Director of Gies Graduate Progra…
University of Illinois Urbana-Champaign is in Tier 2: excellent universities and the companies that build the technology of our institution ranking (86/100).
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