This course is part of the Value Chain Management Specialization

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Hayden Noel

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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 further examine how businesses create value for customers. In Developing a Winning Marketing Strategy, you learned the major elements of the marketing mix - product policy, channels of distribution, communication, and pricing - and saw how they fit within different analytical frameworks that are useful to managers. In this course, you will complete a more detailed analysis of these elements in order to conduct a thorough strategic analysis of marketing opportunities and to communicate marketing decisions. This will enable you to see “marketing in action” in the business world.
You will be able to: 

• Define all elements of the marketing mix and explain the role each element plays in creating value 
• Compare different pricing models 
• Evaluate the use of different channels of distribution by existing businesses 
• Critique advertising execution 
• Create a persuasive advertising piece

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

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Shareable Certificate

Earn a Certificate upon completion

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Coursera Labs

Includes hands on learning projects.

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Course 6 of 7 in the

Value Chain Management Specialization

Approx. 13 hours to complete

English

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Skills you will gain

Marketing Plan
Marketing Management
Marketing Mix
Writing

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.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 6 of 7 in the

Value Chain Management Specialization

Approx. 13 hours to complete

English

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

Try Coursera for Business

Instructor

Instructor rating

4.84/5 (112 Ratings)

Hayden Noel

Associate Clinical Professor

Department of Business Administration, College of Business

51,373 Learners

2 Courses

Offered by

University of Illinois at Urbana-Champaign

Get a head start on your degree

This course is part of the Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign. If you are admitted to the full program, your coursework will count towards your degree learning and all of your progress will transfer with you.

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Syllabus - What you will learn from this course

Content Rating94%(2,032 ratings)

Week1

Week 1

2 hours to complete

Course Orientation

2 hours to complete

4 videos (Total 10 min), 6 readings, 1 quiz

2 hours to complete

Module 1: Creating Value (Product)

2 hours to complete

9 videos (Total 50 min), 2 readings, 8 quizzes

9 videos

What is Product?4mWhat is Service?6mThe Services Marketing Triangle3mHow the Product Delivers Value3mFive Product Levels7mProduct Classifications6mThe Product Life Cycle2mBusiness-to-Business (B2B) Marketing7mProfessor Noel's Board Walk: Product Mix Decisions8m

2 readings

Module 1 Overview10mModule 1 Readings10m

8 practice exercises

Practice Quiz Lesson 1.11mPractice Quiz Lesson 1.21mPractice Quiz 1.31mPractice Quiz Lesson 1.41mPractice Quiz Lesson 1.51mPractice Quiz Lesson 1.61mPractice Quiz Lesson 1.71mModule 1 Quiz30m

Week2

Week 2

2 hours to complete

Module 2: Delivering Value (Place)

2 hours to complete

7 videos (Total 75 min), 2 readings, 8 quizzes

7 videos

What is a Distribution Channel?8mLesson 2-2: How Channel Members Add Value?7mChannel Design14mChannel Management9mDisintermediation11mDisintermediation in Action15mProfessor Noel's Board Walk: Zara Supply Chain (Distribution Channel)7m

2 readings

Module 2 Overview10mModule 2 Readings10m

8 practice exercises

Practice Quiz 2.11mPractice Quiz Lesson 2.21mPractice Quiz Lesson 2.31mPractice Quiz Lesson 2.41mPractice Quiz Lesson 2.51mPractice Quiz Lesson 2.61mPractice Quiz Professor Noel's Board Walk1mModule 2 Quiz30m

Week3

Week 3

2 hours to complete

Module 3: Capturing Value (Pricing)

2 hours to complete

6 videos (Total 63 min), 2 readings, 5 quizzes

6 videos

What is it Worth to You?14mCustomized Pricing Strategy10mConsumer Psychology and Pricing12mSetting Price - The Impact of Demand and Elasticity9mLesson 3-5: Initiating and Responding to Price Change4mProfessor Noel's Board Walk: New Product Pricing Strategy11m

2 readings

Module 3 Overview10mModule 3 Readings10m

5 practice exercises

Practice Quiz Lesson 3.1 1mPractice Quiz Lesson 3.21mPractice Quiz Lesson 3.32mPractice Quiz Lesson 3.430mModule 3 Quiz30m

Week4

Week 4

5 hours to complete

Module 4: Communicating Value (Promotion)

5 hours to complete

12 videos (Total 87 min), 4 readings, 2 quizzes

12 videos

Introduction to Promotion3mThe Communications Model7mThe Elements of the Communications Mix10mConsumer Buying Process4mIntegrated Marketing Communications4mDeveloping a Communications Plan7mIs Your Advertising Effective?4mPersonal Selling and Public Relations10mSales Promotion & Digital Marketing8mLeveraging Multiculturalism9mProfessor Noel's Board Walk: Evaluating Advertising 6mDiscussions with the Experts Steve Raquel10m

4 readings

Module 4 Overview10mModule 4 Readings10mCase Memo Content Instructions10mCase Memo Format Instructions10m

1 practice exercise

Module 4 Quiz30m

Reviews

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TOP REVIEWS FROM DEVELOPING A MARKETING MIX FOR GROWTH

by VBMar 4, 2020

Amazing professor and excellent teaching skills. He makes it very easy to understand and adapt for people from different background.

by DDJul 11, 2021

Great course on Marketing management. The strategy to launch a product using marketing mix as a tool, is really helpful. Case studies and examples were useful.

by MSOct 8, 2018

I really appreciate professor Hayden's engaging attitude and teaching style. He is enjoyable to watch and work with.

by HKDec 6, 2019

This subject gave me good knowledge about the subject and the videos helped me to understand the basics

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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Developing a Marketing Mix for Growth

About this Course

Skills you will gain