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Hayden Noel
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
Read more
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
Read more
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/.
Register for this course and see more details by visiting:
OpenCourser.com/course/nn40k4/developing
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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.
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
Traffic lights
Traffic lights
Read about what's good
what should give you pause and
possible dealbreakers
Explores value creation for customers, which is a fundamental concept in marketing
Provides an overview of the marketing mix, which is a key framework for understanding marketing strategy
Teaches the importance of brand building, which is essential for creating customer loyalty
Examines consumer behavior, which is crucial for understanding how customers make decisions
Helps create a marketing plan proposal, which is a valuable skill for marketing professionals
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Reviews summary
Foundation in marketing strategy essentials
According to students, this course provides an excellent introduction and a strong foundation in core marketing strategy principles, covering essential elements like STP and branding. Learners praise the clear explanations and the logical structure that covers the marketing process and value creation. Many found it highly recommended for beginners and those needing a refresher. While effective for understanding the 'why' behind strategy, some reviewers note the course is more theoretical than focused on immediate tactical 'how-to' and suggest content, particularly around digital marketing, could benefit from updates.
Project helps apply learning.
"The final project proposal was a good way to apply concepts."
"I feel much more confident discussing marketing strategy now."
Explains complex ideas well.
"The lectures were clear and concise, covering all the essential elements..."
"The concepts were explained in an easy-to-understand way..."
"The professor knows his stuff..."
Provides a clear, essential overview.
"Excellent introduction to marketing strategy. The lectures were clear and concise, covering all the essential elements..."
"A solid overview of marketing fundamentals."
"Fantastic course! As someone new to marketing, this provided a strong foundation."
"Good overview of core marketing principles. STP and branding modules were strong."
Could use updates, especially digital.
"The course materials could benefit from an update with more modern examples."
"My only minor critique is that I wish there was more depth on digital marketing aspects..."
"Some parts felt a little dry."
More on strategy theory than tactics.
"Was hoping for more practical, hands-on exercises. This is very theoretical."
"If you're looking for actionable strategies you can implement immediately, this might not be the best fit."
"It's definitely geared towards understanding the 'why' behind strategy rather than the 'how' for specific tactics."
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 Winning Marketing Strategy with these
activities:
Review Marketing Fundamentals
Show steps
Strengthen the foundation for the course by reviewing key marketing concepts and terminology.
Browse courses on
Marketing Fundamentals
Show steps
-
Review lecture notes and textbooks from previous marketing courses.
-
Take practice quizzes or complete exercises to test understanding.
-
Consult with peers or a tutor to clarify any areas of confusion.
Follow Tutorials on Marketing Analytics
Show steps
Enhance understanding of marketing analytics by following guided tutorials and applying them to real-world data.
Browse courses on
Marketing Analytics
Show steps
-
Identify reputable sources for marketing analytics tutorials.
-
Select tutorials that align with your learning goals and skill level.
-
Follow the tutorials step-by-step and apply the concepts to practical scenarios.
Engage in Marketing Discussion Forums
Show steps
Connect with peers and discuss marketing concepts, case studies, and industry trends to broaden perspectives and enhance learning.
Show steps
-
Join discussion forums related to marketing.
-
Participate in discussions by sharing your insights, asking questions, and responding to others.
-
Engage with peers to exchange knowledge and perspectives.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Read 'Brand Relevance' by David Aaker
Show steps
Explore how to build brands that are relevant and memorable, aligning with the course's focus on creating value for customers through branding.
View
Creating Signature Stories
on Amazon
Show steps
-
Read the book thoroughly and take notes on key concepts.
-
Identify examples of brands that have successfully achieved brand relevance.
-
Analyze the strategies and tactics used by these brands to create relevance.
Analyze Marketing Case Studies
Show steps
Examine real-world marketing case studies to reinforce understanding of marketing concepts and strategies.
Browse courses on
Marketing Analysis
Show steps
-
Read and analyze case studies provided by the instructor or from reputable sources.
-
Identify the key marketing challenges and strategies used in each case.
-
Evaluate the effectiveness of the marketing strategies and identify lessons learned.
Conduct a Brand Audit
Show steps
Apply the principles of brand management by conducting a thorough brand audit to evaluate and analyze a brand's current position and identify areas for improvement.
Browse courses on
Brand Management
Show steps
-
Select a brand to audit.
-
Gather information on the brand's history, target market, competitors, and marketing strategies.
-
Analyze the brand's strengths, weaknesses, opportunities, and threats.
-
Develop recommendations for improving the brand's positioning and marketing efforts.
Develop a Marketing Plan Proposal
Show steps
Create a comprehensive marketing plan that demonstrates an understanding of the marketing process and how to create value for customers.
Browse courses on
Marketing Plan
Show steps
-
Conduct market research to understand customer needs and preferences.
-
Define the target market and develop a customer persona.
-
Develop a marketing strategy that aligns with the target market and customer persona.
-
Create a marketing budget and timeline.
-
Evaluate the effectiveness of the marketing plan and make adjustments as needed.
Develop a Social Media Marketing Campaign
Show steps
Gain practical experience by developing and implementing a social media marketing campaign, applying the concepts of target market identification, content creation, and performance measurement.
Browse courses on
Social Media Marketing
Show steps
-
Define the target audience and identify the platforms they use.
-
Develop a content strategy that aligns with the target audience and campaign objectives.
-
Create engaging content that resonates with the audience.
-
Measure the campaign's performance and make adjustments as needed.
Review Marketing Fundamentals
Show steps
Strengthen the foundation for the course by reviewing key marketing concepts and terminology.
Browse courses on
Marketing Fundamentals
Show steps
Show steps
Show steps
- Review lecture notes and textbooks from previous marketing courses.
- Take practice quizzes or complete exercises to test understanding.
- Consult with peers or a tutor to clarify any areas of confusion.
Follow Tutorials on Marketing Analytics
Show steps
Enhance understanding of marketing analytics by following guided tutorials and applying them to real-world data.
Browse courses on
Marketing Analytics
Show steps
Show steps
Show steps
- Identify reputable sources for marketing analytics tutorials.
- Select tutorials that align with your learning goals and skill level.
- Follow the tutorials step-by-step and apply the concepts to practical scenarios.
Engage in Marketing Discussion Forums
Show steps
Connect with peers and discuss marketing concepts, case studies, and industry trends to broaden perspectives and enhance learning.
Show steps
Show steps
Show steps
- Join discussion forums related to marketing.
- Participate in discussions by sharing your insights, asking questions, and responding to others.
- Engage with peers to exchange knowledge and perspectives.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Read 'Brand Relevance' by David Aaker
Show steps
Explore how to build brands that are relevant and memorable, aligning with the course's focus on creating value for customers through branding.
View
Creating Signature Stories
on Amazon
Show steps
Show steps
Show steps
- Read the book thoroughly and take notes on key concepts.
- Identify examples of brands that have successfully achieved brand relevance.
- Analyze the strategies and tactics used by these brands to create relevance.
Analyze Marketing Case Studies
Show steps
Examine real-world marketing case studies to reinforce understanding of marketing concepts and strategies.
Browse courses on
Marketing Analysis
Show steps
Show steps
Show steps
- Read and analyze case studies provided by the instructor or from reputable sources.
- Identify the key marketing challenges and strategies used in each case.
- Evaluate the effectiveness of the marketing strategies and identify lessons learned.
Conduct a Brand Audit
Show steps
Apply the principles of brand management by conducting a thorough brand audit to evaluate and analyze a brand's current position and identify areas for improvement.
Browse courses on
Brand Management
Show steps
Show steps
Show steps
- Select a brand to audit.
- Gather information on the brand's history, target market, competitors, and marketing strategies.
- Analyze the brand's strengths, weaknesses, opportunities, and threats.
- Develop recommendations for improving the brand's positioning and marketing efforts.
Develop a Marketing Plan Proposal
Show steps
Create a comprehensive marketing plan that demonstrates an understanding of the marketing process and how to create value for customers.
Browse courses on
Marketing Plan
Show steps
Show steps
Show steps
- Conduct market research to understand customer needs and preferences.
- Define the target market and develop a customer persona.
- Develop a marketing strategy that aligns with the target market and customer persona.
- Create a marketing budget and timeline.
- Evaluate the effectiveness of the marketing plan and make adjustments as needed.
Develop a Social Media Marketing Campaign
Show steps
Gain practical experience by developing and implementing a social media marketing campaign, applying the concepts of target market identification, content creation, and performance measurement.
Browse courses on
Social Media Marketing
Show steps
Show steps
Show steps
- Define the target audience and identify the platforms they use.
- Develop a content strategy that aligns with the target audience and campaign objectives.
- Create engaging content that resonates with the audience.
- Measure the campaign's performance and make adjustments as needed.
Career center
Learners who complete Developing a Winning Marketing Strategy will develop knowledge and skills
that may be useful to these careers:
Marketing Manager
Marketing Manager
A Marketing Manager oversees the development and execution of marketing campaigns for a company or organization. This role requires a deep understanding of marketing principles and best practices, including the concepts covered in this course. By taking this course, you will gain insights into how to define marketing, describe the elements of the marketing mix, and use different analytical frameworks to examine how managers solve business problems. This knowledge will help you develop effective marketing strategies and make informed decisions that drive business growth.
Product Marketing Manager
Product Marketing Manager
A Product Marketing Manager is responsible for developing and executing marketing strategies for specific products or services. This role requires a strong understanding of the target market, competitive landscape, and marketing mix. The course will provide you with a comprehensive overview of these concepts and help you develop the skills necessary to succeed in this role.
Marketing Consultant
Marketing Consultant
A Marketing Consultant provides marketing advice and services to businesses and organizations. This role requires a deep understanding of marketing principles and best practices. This course will provide you with a comprehensive overview of marketing, including the concepts covered in this course.
Advertising Manager
Advertising Manager
An Advertising Manager is responsible for planning and executing advertising campaigns. This role requires a strong understanding of advertising principles and best practices. This course will provide you with a comprehensive overview of advertising, including the concepts covered in this course.
Public relations manager
Public relations manager
A Public Relations Manager is responsible for managing a company's public relations efforts. This role requires a strong understanding of public relations principles and best practices. This course will provide you with a comprehensive overview of public relations, including the concepts covered in this course.
Brand Manager
Brand Manager
A Brand Manager is responsible for managing and developing a company's brand. This role requires a deep understanding of branding principles and strategies. This course will help you build a strong foundation in branding, including how to build brand equity, leverage brand extensions, and evaluate brand performance.
Market Research Analyst
Market Research Analyst
A Market Research Analyst conducts research to understand consumer needs and behaviors. This role requires a strong understanding of research methods and data analysis. This course will provide you with the skills necessary to design and execute effective market research studies.
Affiliate Marketing Manager
Affiliate Marketing Manager
An Affiliate Marketing Manager is responsible for developing and executing affiliate marketing campaigns. This role requires a strong understanding of affiliate marketing principles and best practices. This course may provide you with some insights into how to develop and execute effective affiliate marketing campaigns.
Email Marketing Manager
Email Marketing Manager
An Email Marketing Manager is responsible for developing and executing email marketing campaigns. This role requires a strong understanding of email marketing principles and best practices. This course may provide you with some insights into how to develop and execute effective email marketing campaigns.
Social Media Manager
Social Media Manager
A Social Media Manager is responsible for developing and executing social media campaigns. This role requires a strong understanding of social media principles and best practices. This course may provide you with some insights into how to develop and execute effective social media campaigns.
Content Marketing Manager
Content Marketing Manager
A Content Marketing Manager is responsible for developing and executing content marketing campaigns. This role requires a strong understanding of content marketing principles and best practices. This course may provide you with some insights into how to develop and execute effective content marketing campaigns.
Digital Marketing Specialist
Digital Marketing Specialist
A Digital Marketing Specialist is responsible for developing and executing marketing campaigns across digital channels. This role requires a strong understanding of digital marketing principles and best practices. This course will provide you with a comprehensive overview of digital marketing, including how to use different digital channels to reach and engage target audiences.
Event Marketing Manager
Event Marketing Manager
An Event Marketing Manager is responsible for planning and executing marketing events. This role requires a strong understanding of event marketing principles and best practices. This course may provide you with some insights into how to develop and execute effective event marketing campaigns.
Sales Manager
Sales Manager
A Sales Manager is responsible for leading and managing a sales team. This role requires a strong understanding of sales techniques and strategies. This course may provide you with valuable insights into how to develop and execute effective sales strategies and manage a sales team.
Business Development Manager
Business Development Manager
A Business Development Manager is responsible for identifying and developing new business opportunities. This role requires a strong understanding of business development principles and strategies. This course may provide you with some insights into how to develop and execute effective business development strategies.
For more career information including salaries, visit:
OpenCourser.com/course/nn40k4/developing
Reading list
We've selected 12 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 Winning Marketing Strategy.
Save
This classic textbook provides comprehensive coverage of the marketing management process and is considered a foundational text on marketing strategy. It valuable resource for students and practitioners alike.
This textbook provides a comprehensive overview of consumer behavior and valuable resource for students and practitioners who want to understand how consumers make decisions. It provides insights into how marketing strategies can be tailored to meet the needs of specific consumer segments.
Save
Provides a comprehensive overview of branding theory and practice and valuable resource for students and practitioners who want to develop and manage effective branding strategies. It provides insights into how brands can be built and managed to create value for customers.
Save
This textbook provides a comprehensive overview of digital marketing strategies and practices and valuable resource for students and practitioners who want to develop and implement effective digital marketing campaigns. It provides insights into how digital channels can be used to reach and engage target audiences.
Provides a comprehensive overview of social media marketing strategies and practices and valuable resource for students and practitioners who want to develop and implement effective social media marketing campaigns. It provides insights into how social media channels can be used to reach and engage target audiences.
This textbook provides a comprehensive overview of marketing research methods and practices and valuable resource for students and practitioners who want to conduct effective marketing research studies. It provides insights into how marketing research can be used to gather data and insights that can be used to make informed marketing decisions.
This textbook provides a comprehensive overview of marketing principles and practices and valuable resource for students and practitioners who want to develop and implement effective marketing strategies. It provides insights into the fundamental concepts of marketing and how they can be applied in the real world.
Save
This textbook provides a concise overview of marketing principles and practices and valuable resource for students and practitioners who want to quickly get up to speed on the basics of marketing. It provides a brief overview of the marketing mix and how it can be used to create value for customers.
This textbook provides a comprehensive overview of integrated marketing communications strategies and practices and valuable resource for students and practitioners who want to develop and implement effective marketing communications campaigns. It provides insights into how different marketing communication channels can be used together to create a cohesive and effective marketing message.
This textbook provides a comprehensive overview of public relations theories and practices and valuable resource for students and practitioners who want to develop and implement effective public relations campaigns. It provides insights into how public relations can be used to build and manage relationships with key stakeholders.
This textbook provides a comprehensive overview of customer relationship management strategies and practices and valuable resource for students and practitioners who want to develop and implement effective CRM programs. It provides insights into how CRM can be used to build and manage long-term relationships with customers.
Save
This textbook provides a comprehensive overview of international marketing strategies and practices and valuable resource for students and practitioners who want to develop and implement effective international marketing campaigns. It provides insights into how to adapt marketing strategies to different cultural and economic environments.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/nn40k4/developing
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Rating
4.8
Effort
Approx. 16 hours
Level
Introductory
Via
Coursera
Institution
University of Illinois at Urbana-Champaign
Instructor
Hayden Noel
Language
English
Transcripts
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