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Developing a Marketing Mix for Growth

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/.

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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.

Traffic lights

Read about what's good

what should give you pause

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

Marketing mix fundamentals

According to learners, this course provides a solid foundation in the core elements of the marketing mix: Product, Place, Price, and Promotion. Students generally report a positive experience, finding the structure clear and easy to follow with a logical progression through the material. Many appreciate that the course connects theory to practical application, offering useful frameworks and tools that can be immediately applied in professional settings. While seen as an excellent introduction, some reviews suggest it serves best as a foundational overview rather than an advanced deep dive. It is noted that this course is part of a degree program suite, potentially attracting career-focused individuals.

Connects to advanced degree programs.

"This course is part of the iMBA program, which adds to its credibility."

"Useful for anyone considering the Gies iMBA or iMSM."

"It's a good stepping stone for those interested in the full degree experience."

Excellent overview for beginners or refreshers.

"Great course for beginners looking to understand the basics of marketing mix."

"It provides a strong foundation on the marketing mix elements."

"A solid introduction to the 4 Ps for anyone new to marketing."

"Good overview if you need a refresh on the fundamentals."

Concepts can be applied to real-world scenarios.

"I learned useful frameworks and tools that I can apply immediately in my work."

"The concepts were presented in a way that connected theory to practical business applications."

"This course provides practical tools and strategies I can immediately apply."

"Helped me think through marketing strategy using real-world examples."

Well-structured, easy to follow modules.

"The course is well-structured, and the topics covered are clear and concise."

"I found the modules easy to follow and the content logical."

"Very good overview of the marketing mix fundamentals. Clear and practical."

"The framework and explanation of the concepts is excellent."

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

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Gain a comprehensive understanding of the principles and practices of integrated marketing communications.

View IMC, the Next Generation Five Steps for... on Amazon

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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

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Gather examples of effective marketing communication tools, such as advertisements, social media posts, and email campaigns.

Browse courses on Marketing Communication

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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

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Develop a pricing strategy that maximizes revenue and profitability while considering market demand and competition.

Browse courses on Pricing Strategy

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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

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Product Mix Analysis

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Analyze different product mixes to understand how they impact marketing strategies.

Browse courses on Product Management

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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

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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

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Develop a comprehensive marketing campaign plan that integrates all marketing mix elements to achieve a specific marketing objective.

Browse courses on Marketing Communication

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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

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Explore different distribution channels and learn how to select the best ones for specific products and target markets.

Browse courses on Distribution Channels

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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

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Develop and present a comprehensive marketing plan that integrates all marketing mix elements for a specific product or service.

Browse courses on Marketing Plan

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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

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.

See salaries and explore the career path for Marketing 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.

See salaries and explore the career path for Product 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.

See salaries and explore the career path for Brand Manager

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.

See salaries and explore the career path for Marketing Analyst

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.

See salaries and explore the career path for Advertising 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.

See salaries and explore the career path for Public relations 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.

See salaries and explore the career path for Social Media Manager

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.

See salaries and explore the career path for Market Research Analyst

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.

See salaries and explore the career path for Sales 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.

See salaries and explore the career path for Business Development 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.

See salaries and explore the career path for Channel Manager

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.

See salaries and explore the career path for Pricing Analyst

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.

See salaries and explore the career path for Marketing Consultant

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.

See salaries and explore the career path for Entrepreneur

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.

See salaries and explore the career path for Account Manager

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.

Marketing Management

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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.

Developing a Marketing Mix for Growth

Here's a deal for you

What's inside

Syllabus

Traffic lights

Save this course

Reviews summary

Marketing mix fundamentals

Activities

Career center

Reading list

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