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Hayden Noel
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.
Read more
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.
Read more
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/.
Register for this course and see more details by visiting:
OpenCourser.com/course/99n9v7/developing
What's inside
Syllabus
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.
Read more
Syllabus
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.
Read more
Module 1: Creating Value (Product)
Behind every successful brand is a strong product and effective product strategy. Products can be of different types and have different levels. Companies must make appropriate decisions regarding the product mix. This module will provide you with insights into all of these concepts and also introduce the different stages of the product life cycle.
Module 2: Delivering Value (Place)
In this module, you will learn what is meant by the term distribution and its importance for companies. We will explore the different channel strategies and channel decisions that marketers need to make based on the product or service they are offering.
Module 3: Capturing Value (Pricing)
An important element of the 4 Ps is Pricing. While all the other Ps focus on creating value, pricing helps companies to extract the value created. In this module, you will learn about pricing in marketing and the different considerations and steps involved in the pricing process.
Module 4: Communicating Value (Promotion)
A strong brand allows companies to distinguish themselves from their competitors in their target market. To build a strong brand, marketers need to ensure that their messages to consumers are clear and consistent. In this module, we will learn how Integrated Marketing Communications (IMC) help companies achieve this objective.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Delves into major elements of marketing mix - product, price, place, and promotion
Enhances analytical and strategic thinking for effective marketing decisions
Provides practical insights into value creation for customers
Taught by instructors with industry expertise
Emphasizes delivering value at every stage of the marketing process
Requires prior understanding of the marketing mix
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Reviews summary
Excellent marketing mix course
According to students, this excellent course on developing a marketing mix has fabulous teachers.
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Developing a Marketing Mix for Growth with these
activities:
Integrated Marketing Communications: Principles and Practice
Show steps
Gain a comprehensive understanding of the principles and practices of integrated marketing communications.
View
IMC, the Next Generation Five Steps for...
on Amazon
Show steps
-
Read the book and take notes on key concepts.
-
Complete the exercises and case studies at the end of each chapter.
-
Participate in online discussion forums or study groups to discuss the book's concepts.
Marketing Communication Tools
Show steps
Gather examples of effective marketing communication tools, such as advertisements, social media posts, and email campaigns.
Browse courses on
Marketing Communication
Show steps
-
Research different types of marketing communication tools.
-
Collect examples of effective marketing communication tools.
-
Analyze the strengths and weaknesses of each tool.
-
Create a compilation of the most effective marketing communication tools.
Pricing Strategy Development
Show steps
Develop a pricing strategy that maximizes revenue and profitability while considering market demand and competition.
Browse courses on
Pricing Strategy
Show steps
-
Analyze the value of the product or service to customers.
-
Determine the costs associated with producing and delivering the product or service.
-
Research competitor pricing and market demand.
-
Develop a pricing model that meets the overall marketing objectives.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Product Mix Analysis
Show steps
Analyze different product mixes to understand how they impact marketing strategies.
Browse courses on
Product Management
Show steps
-
Identify the different types of products in a company's product mix.
-
Analyze the sales, market share, and profitability of each product.
-
Determine the strengths and weaknesses of each product.
-
Recommend changes to the product mix to improve marketing effectiveness.
Marketing Campaign Workshop
Show steps
Attend a workshop that will provide practical guidance on developing and executing marketing campaigns.
Show steps
-
Register for the workshop.
-
Attend the workshop and participate in the activities.
-
Apply the knowledge and skills gained from the workshop to your own marketing campaigns.
Develop a Marketing Campaign Plan
Show steps
Develop a comprehensive marketing campaign plan that integrates all marketing mix elements to achieve a specific marketing objective.
Browse courses on
Marketing Communication
Show steps
-
Identify the target market and define the marketing objectives.
-
Research the competition and industry trends.
-
Develop a marketing mix strategy (product, price, place, promotion).
-
Create a creative and effective marketing campaign.
-
Monitor and evaluate the success of the campaign and make adjustments as needed.
Channel Analysis and Selection
Show steps
Explore different distribution channels and learn how to select the best ones for specific products and target markets.
Browse courses on
Distribution Channels
Show steps
-
Identify the different types of distribution channels.
-
Analyze the advantages and disadvantages of each channel.
-
Develop criteria for selecting distribution channels.
-
Apply the criteria to select the best channels for a specific product.
Marketing Plan Presentation
Show steps
Develop and present a comprehensive marketing plan that integrates all marketing mix elements for a specific product or service.
Browse courses on
Marketing Plan
Show steps
-
Research the market and identify target customers.
-
Develop a marketing mix strategy (product, price, place, promotion).
-
Create a marketing budget and timeline.
-
Develop a marketing communication plan.
-
Present the marketing plan to a group of investors or executives.
Integrated Marketing Communications: Principles and Practice
Show steps
Gain a comprehensive understanding of the principles and practices of integrated marketing communications.
View
IMC, the Next Generation Five Steps for...
on Amazon
Show steps
Show steps
Show steps
- Read the book and take notes on key concepts.
- Complete the exercises and case studies at the end of each chapter.
- Participate in online discussion forums or study groups to discuss the book's concepts.
Marketing Communication Tools
Show steps
Gather examples of effective marketing communication tools, such as advertisements, social media posts, and email campaigns.
Browse courses on
Marketing Communication
Show steps
Show steps
Show steps
- Research different types of marketing communication tools.
- Collect examples of effective marketing communication tools.
- Analyze the strengths and weaknesses of each tool.
- Create a compilation of the most effective marketing communication tools.
Pricing Strategy Development
Show steps
Develop a pricing strategy that maximizes revenue and profitability while considering market demand and competition.
Browse courses on
Pricing Strategy
Show steps
Show steps
Show steps
- Analyze the value of the product or service to customers.
- Determine the costs associated with producing and delivering the product or service.
- Research competitor pricing and market demand.
- Develop a pricing model that meets the overall marketing objectives.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Product Mix Analysis
Show steps
Analyze different product mixes to understand how they impact marketing strategies.
Browse courses on
Product Management
Show steps
Show steps
Show steps
- Identify the different types of products in a company's product mix.
- Analyze the sales, market share, and profitability of each product.
- Determine the strengths and weaknesses of each product.
- Recommend changes to the product mix to improve marketing effectiveness.
Marketing Campaign Workshop
Show steps
Attend a workshop that will provide practical guidance on developing and executing marketing campaigns.
Show steps
Show steps
Show steps
- Register for the workshop.
- Attend the workshop and participate in the activities.
- Apply the knowledge and skills gained from the workshop to your own marketing campaigns.
Develop a Marketing Campaign Plan
Show steps
Develop a comprehensive marketing campaign plan that integrates all marketing mix elements to achieve a specific marketing objective.
Browse courses on
Marketing Communication
Show steps
Show steps
Show steps
- Identify the target market and define the marketing objectives.
- Research the competition and industry trends.
- Develop a marketing mix strategy (product, price, place, promotion).
- Create a creative and effective marketing campaign.
- Monitor and evaluate the success of the campaign and make adjustments as needed.
Channel Analysis and Selection
Show steps
Explore different distribution channels and learn how to select the best ones for specific products and target markets.
Browse courses on
Distribution Channels
Show steps
Show steps
Show steps
- Identify the different types of distribution channels.
- Analyze the advantages and disadvantages of each channel.
- Develop criteria for selecting distribution channels.
- Apply the criteria to select the best channels for a specific product.
Marketing Plan Presentation
Show steps
Develop and present a comprehensive marketing plan that integrates all marketing mix elements for a specific product or service.
Browse courses on
Marketing Plan
Show steps
Show steps
Show steps
- Research the market and identify target customers.
- Develop a marketing mix strategy (product, price, place, promotion).
- Create a marketing budget and timeline.
- Develop a marketing communication plan.
- Present the marketing plan to a group of investors or executives.
Career center
Learners who complete Developing a Marketing Mix for Growth will develop knowledge and skills
that may be useful to these careers:
Marketing Manager
Marketing Manager
The Marketing Manager is responsible for developing and executing effective marketing campaigns that build brand awareness, generate leads, and drive sales. This course provides a comprehensive overview of the marketing mix, which is essential for developing and executing successful marketing campaigns. The course covers topics such as product management, pricing, distribution, and promotion. This knowledge will help you to develop effective marketing strategies that meet the needs of your target audience and achieve your business objectives.
Product Manager
Product Manager
The Product Manager is responsible for managing the development and launch of new products. This course provides a deep understanding of the product development process, including market research, product design, and launch strategy. The course also covers topics such as product life cycle management and pricing. This knowledge will help you to develop and launch successful new products that meet the needs of your target market.
Brand Manager
Brand Manager
The Brand Manager is responsible for developing and managing a brand's identity and reputation. This course provides a comprehensive overview of brand management, including brand strategy, brand positioning, and brand communication. The course also covers topics such as brand equity and brand measurement. This knowledge will help you to develop and manage strong brands that resonate with your target audience.
Marketing Analyst
Marketing Analyst
The Marketing Analyst is responsible for collecting, analyzing, and interpreting data to support marketing decision-making. This course provides a strong foundation in marketing analytics, including data collection, data analysis, and data visualization. The course also covers topics such as marketing research and market segmentation. This knowledge will help you to make data-driven marketing decisions that improve your marketing ROI.
Advertising Manager
Advertising Manager
The Advertising Manager is responsible for developing and executing advertising campaigns. This course provides a comprehensive overview of advertising, including advertising planning, advertising execution, and advertising measurement. The course also covers topics such as creative development and media planning. This knowledge will help you to develop and execute effective advertising campaigns that reach your target audience and achieve your business objectives.
Public relations manager
Public relations manager
The Public Relations Manager is responsible for managing the public relations of a company or organization. This course provides a comprehensive overview of public relations, including public relations planning, public relations execution, and public relations measurement. The course also covers topics such as media relations and crisis communications. This knowledge will help you to develop and execute effective public relations campaigns that build relationships with your stakeholders and protect your reputation.
Social Media Manager
Social Media Manager
The Social Media Manager is responsible for developing and executing social media campaigns. This course provides a comprehensive overview of social media marketing, including social media strategy, social media content, and social media advertising. The course also covers topics such as social media analytics and social media listening. This knowledge will help you to develop and execute effective social media campaigns that reach your target audience and achieve your business objectives.
Market Research Analyst
Market Research Analyst
The Market Research Analyst is responsible for conducting market research to support marketing decision-making. This course provides a strong foundation in market research, including research design, data collection, and data analysis. The course also covers topics such as qualitative research and quantitative research. This knowledge will help you to conduct effective market research that provides valuable insights into your target market.
Sales Manager
Sales Manager
The Sales Manager is responsible for leading and managing a sales team. This course provides a comprehensive overview of sales management, including sales planning, sales execution, and sales management. The course also covers topics such as sales forecasting and sales motivation. This knowledge will help you to develop and execute effective sales strategies that increase your sales revenue.
Business Development Manager
Business Development Manager
The Business Development Manager is responsible for developing and managing new business opportunities. This course provides a comprehensive overview of business development, including business development strategy, business development execution, and business development measurement. The course also covers topics such as lead generation and lead qualification. This knowledge will help you to develop and execute effective business development strategies that grow your business.
Channel Manager
Channel Manager
The Channel Manager is responsible for managing the distribution of products or services through different channels. This course provides a comprehensive overview of channel management, including channel strategy, channel development, and channel management. The course also covers topics such as channel incentives and channel conflict. This knowledge will help you to develop and execute effective channel strategies that reach your target market and achieve your business objectives.
Pricing Analyst
Pricing Analyst
The Pricing Analyst is responsible for analyzing and setting prices for products or services. This course provides a comprehensive overview of pricing, including pricing strategy, pricing analysis, and pricing implementation. The course also covers topics such as cost analysis and competitive analysis. This knowledge will help you to develop and implement effective pricing strategies that maximize your revenue and profitability.
Marketing Consultant
Marketing Consultant
The Marketing Consultant provides marketing advice and services to businesses and organizations. This course provides a comprehensive overview of marketing consulting, including marketing consulting strategy, marketing consulting execution, and marketing consulting measurement. The course also covers topics such as marketing research and marketing planning. This knowledge will help you to develop and execute effective marketing consulting services that help your clients achieve their business objectives.
Entrepreneur
Entrepreneur
The Entrepreneur is responsible for starting and running a business. This course provides a comprehensive overview of entrepreneurship, including business planning, business development, and business management. The course also covers topics such as product development, marketing, and finance. This knowledge will help you to develop and launch a successful business.
Account Manager
Account Manager
The Account Manager is responsible for managing relationships with clients and ensuring their satisfaction. This course provides a comprehensive overview of account management, including account planning, account execution, and account management. The course also covers topics such as client relationship management and customer service. This knowledge will help you to develop and execute effective account management strategies that build strong relationships with your clients and increase your sales revenue.
For more career information including salaries, visit:
OpenCourser.com/course/99n9v7/developing
Reading list
We've selected 38 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Developing a Marketing Mix for Growth.
Save
This classic textbook in marketing provides a comprehensive overview of the marketing mix and its role in creating value for customers. It valuable resource for students and professionals alike.
Save
This classic text provides a comprehensive overview of marketing management, covering all the essential topics in depth. It is an excellent resource for students who want to learn more about the field.
Presents 22 principles that are essential for success in marketing. It valuable resource for students who want to learn how to create and execute effective marketing campaigns.
This classic book provides essential advice on writing clearly and concisely. It valuable resource for marketers who want to improve their communication skills.
Explains how to position your product or service in the minds of consumers. It must-read for students who want to learn how to create a unique and memorable brand.
This classic book explains how to position your product or service in the minds of consumers. It must-read for marketers who want to create a strong brand.
Explains the challenges that companies face when trying to move their products from early adopters to mainstream consumers. It valuable resource for anyone who is involved in product development or marketing.
This widely-used textbook provides a clear and concise introduction to marketing principles. It good choice for students who are new to the field.
Provides a comprehensive overview of advertising and promotion, covering topics such as advertising planning, media selection, and advertising effectiveness. It valuable resource for students and professionals who want to develop a deeper understanding of advertising and promotion.
Provides a comprehensive overview of integrated marketing communications, covering topics such as IMC planning, IMC implementation, and IMC evaluation. It valuable resource for students and professionals who want to develop a deeper understanding of integrated marketing communications.
Save
Provides a framework for developing and evaluating strategies. It valuable resource for students who want to learn how to think strategically about marketing.
Explains why large companies often fail to innovate. It valuable resource for students who want to learn how to create and sustain a competitive advantage.
Provides a methodology for developing and testing new products and services. It valuable resource for students who want to learn how to bring new products to market quickly and efficiently.
Save
Provides a framework for acquiring customers for your startup. It valuable resource for students who want to learn how to build a successful business.
Save
Explores the factors that make ideas and products go viral. It valuable read for marketers who want to create marketing campaigns that are more likely to be shared and talked about.
This ancient Chinese military treatise provides valuable insights into strategy and competition. It valuable resource for students who want to learn how to think strategically about marketing.
Provides a comprehensive overview of pricing strategies. It valuable resource for marketers who want to understand how to price their products or services effectively.
Provides a comprehensive guide to writing effective copy. It valuable resource for marketers who want to improve their writing skills.
Save
Provides a guide to creating effective data visualizations. It valuable resource for marketers who want to communicate data in a clear and concise way.
Explores the cognitive biases that can lead to inaccurate judgments. It valuable read for marketers who want to understand how to avoid these biases in their decision-making.
Save
Explains the science of habit formation. It valuable resource for students who want to learn how to create and change habits.
Save
Explains the irrational behaviors that humans often exhibit. It valuable resource for students who want to learn how to understand and predict consumer behavior.
Explains the psychological principles that influence human behavior. It valuable resource for students who want to learn how to persuade and influence others.
Provides a concise overview of the 22 immutable laws of marketing, which are essential principles for marketing success. It valuable resource for students and professionals who want to develop a deeper understanding of marketing strategy.
Provides a practical guide to the lean startup methodology, which process for developing and validating new products and services. It valuable resource for students and professionals who want to learn more about innovation and entrepreneurship.
Save
Provides a practical guide to getting customers for your startup. It valuable resource for students and professionals who want to learn more about marketing and sales.
Provides a theoretical framework for understanding why large companies often fail to innovate. It valuable resource for students and professionals who want to learn more about innovation and corporate strategy.
Save
This classic work on political power provides valuable insights into the nature of competition and the use of power. It valuable resource for students and professionals who want to develop a deeper understanding of marketing strategy.
This ancient Chinese military treatise provides valuable insights into strategy and competition. It valuable resource for students and professionals who want to develop a deeper understanding of marketing strategy.
Provides a fascinating look at the irrational forces that shape our decisions. It valuable resource for students and professionals who want to develop a deeper understanding of consumer behavior.
Provides a brutally honest account of the challenges of running a startup. It must-read for anyone who is thinking about starting their own business.
Provides a unique perspective on innovation and entrepreneurship. It must-read for anyone who wants to change the world.
Provides a research-based framework for understanding the characteristics of innovative individuals and organizations. It valuable resource for anyone who wants to foster innovation in their own organization.
Provides a practical guide to using design thinking to solve problems and create innovative solutions. It valuable resource for anyone who wants to learn more about design thinking or who wants to apply it to their own work.
Provides a step-by-step guide to using lean product development to create successful products. It valuable resource for anyone who is involved in product development or marketing.
Provides a practical guide to the day-to-day work of a product manager. It valuable resource for anyone who is interested in becoming a product manager or who wants to improve their skills.
Save
Provides a practical guide to using the innovator's method to create successful innovations. It valuable resource for anyone who is involved in innovation or who wants to learn more about it.
Save
Provides a unique perspective on business strategy and design. It must-read for anyone who wants to understand how to create and sustain a successful business.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/99n9v7/developing
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Effort
4 weeks of study, 6-8 hours/week
Level
Introductory
Via
Coursera
Institution
University of Illinois at Urbana-Champaign
Instructor
Hayden Noel
Language
English
Transcripts
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Good to know
Delves into major elements of marketing mix - product, price, place, and promotion
Enhances analytical and strategic thinking for effective marketing decisions
Provides practical insights into value creation for customers
Taught by instructors with industry expertise
Emphasizes delivering value at every stage of the marketing process
Requires prior understanding of the marketing mix
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