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Developing a Marketing Mix for Growth
  • Level Foundation
  • Duration 13 hours
  • Course by University of Illinois Urbana-Champaign
  • Offered by

About

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.

Modules

About the Course

    • 4 Videos
    • 5 Readings
    • 1 Quiz
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4 Videos

  • Developing a Marketing Mix for Growth
  • Meet Professor Hayden Noel
  • Using the Marketing Mix to Create Value
  • Learn on Your Terms

5 Readings

  • Syllabus
  • About the Discussion Forums
  • Glossary
  • Brand Descriptions
  • Online Education at Gies College of Business

1 Quiz

  • Orientation Quiz

About Your Classmates

    • 1 Readings
    • 1 Discussion
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1 Discussions

  • Getting to Know Your Classmates

1 Readings

  • Updating Your Proflie

Module 1 Information

    • 2 Readings
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2 Readings

  • Module 1 Overview
  • Module 1 Readings

Lesson 1-1: What is Product?

    • 1 Videos
    • 1 Quiz
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1 Videos

  • What is Product?

1 Quiz

  • Practice Quiz Lesson 1.1

Lesson 1-2: What is Service?

    • 1 Videos
    • 1 Quiz
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1 Videos

  • What is Service?

1 Quiz

  • Practice Quiz Lesson 1.2

Lesson 1-3: The Services Marketing Triangle

    • 1 Videos
    • 1 Quiz
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1 Videos

  • The Services Marketing Triangle

1 Quiz

  • Practice Quiz 1.3

Lesson 1-4: How the Product Delivers Value

    • 1 Videos
    • 1 Quiz
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1 Videos

  • How the Product Delivers Value

1 Quiz

  • Practice Quiz Lesson 1.4

Lesson 1-5: Five Product Levels

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Five Product Levels

1 Quiz

  • Practice Quiz Lesson 1.5

Lesson 1-6: Product Classifications

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Product Classifications

1 Quiz

  • Practice Quiz Lesson 1.6

Lesson 1-7: The Product Life Cycle

    • 1 Videos
    • 1 Quiz
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1 Videos

  • The Product Life Cycle

1 Quiz

  • Practice Quiz Lesson 1.7

Lesson 1-8: Business-to-Business (B2B) Marketing

    • 1 Videos
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1 Videos

  • Business-to-Business (B2B) Marketing

Professor Noel's Board Walk: Product Mix Decisions

    • 1 Videos
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1 Videos

  • Professor Noel's Board Walk: Product Mix Decisions

Graded Activities

    • 1 Quiz
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1 Quiz

  • Module 1 Quiz

Module 2 Information

    • 2 Readings
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2 Readings

  • Module 2 Overview
  • Module 2 Readings

Lesson 2-1: What is a Distribution Channel

    • 1 Videos
    • 1 Quiz
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1 Videos

  • What is a Distribution Channel?

1 Quiz

  • Practice Quiz 2.1

Lesson 2-2: How Channel Members Add Value?

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Lesson 2-2: How Channel Members Add Value?

1 Quiz

  • Practice Quiz Lesson 2.2

Lesson 2-3: Channel Design

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Channel Design

1 Quiz

  • Practice Quiz Lesson 2.3

Lesson 2-4: Channel Management

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Channel Management

1 Quiz

  • Practice Quiz Lesson 2.4

Lesson 2-5: Disintermediation

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Disintermediation

1 Quiz

  • Practice Quiz Lesson 2.5

Lesson 2-6: Disintermediation in Action

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Disintermediation in Action

1 Quiz

  • Practice Quiz Lesson 2.6

Professor Noel's Board Walk: Zara Supply Chain

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Professor Noel's Board Walk: Zara Supply Chain (Distribution Channel)

1 Quiz

  • Practice Quiz Professor Noel's Board Walk

Module 2 Graded Activities

    • 1 Quiz
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1 Quiz

  • Module 2 Quiz

Module 3 Information

    • 2 Readings
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2 Readings

  • Module 3 Overview
  • Module 3 Readings

Lesson 3-1: What is it Worth to You?

    • 1 Videos
    • 1 Quiz
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1 Videos

  • What is it Worth to You?

1 Quiz

  • Practice Quiz Lesson 3.1

Lesson 3-2: Customized Pricing Strategy

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Customized Pricing Strategy

1 Quiz

  • Practice Quiz Lesson 3.2

Lesson 3-3: Consumer Psychology and Pricing

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Consumer Psychology and Pricing

1 Quiz

  • Practice Quiz Lesson 3.3

Lesson 3-4: Setting Price - The Impact of Demand and Elasticity

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Setting Price - The Impact of Demand and Elasticity

1 Quiz

  • Practice Quiz Lesson 3.4

Lesson 3-5: Initiating and Responding to Price Changes

    • 1 Videos
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1 Videos

  • Lesson 3-5: Initiating and Responding to Price Change

Professor Noel's Board Walk: New Product Pricing Strategy

    • 1 Videos
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1 Videos

  • Professor Noel's Board Walk: New Product Pricing Strategy

Module 3 Graded Activities

    • 1 Quiz
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1 Quiz

  • Module 3 Quiz

Module 4 Information

    • 2 Readings
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2 Readings

  • Module 4 Overview
  • Module 4 Readings

Lesson 4-1: Introduction to Promotion

    • 1 Videos
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1 Videos

  • Introduction to Promotion

Lesson 4-2: The Communications Model

    • 1 Videos
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1 Videos

  • The Communications Model

Lesson 4-3: The Elements of the Communications Mix

    • 1 Videos
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1 Videos

  • The Elements of the Communications Mix

Lesson 4-4: Consumer Buying Process

    • 1 Videos
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1 Videos

  • Consumer Buying Process

Lesson 4-5: Integrated Marketing Communications

    • 1 Videos
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1 Videos

  • Integrated Marketing Communications

Lesson 4-6: Developing a Communications Plan

    • 1 Videos
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1 Videos

  • Developing a Communications Plan

Lesson 4-7: Is Your Advertising Effective?

    • 1 Videos
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1 Videos

  • Is Your Advertising Effective?

Lesson 4-8: PR, Events, Sponsorship and Sales Promotion

    • 1 Videos
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1 Videos

  • Personal Selling and Public Relations

Lesson 4-9: Sales Promotion & Digital Marketing

    • 1 Videos
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1 Videos

  • Sales Promotion & Digital Marketing

Professor Noel's Board Walk: Evaluating Advertising

    • 1 Videos
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1 Videos

  • Professor Noel's Board Walk: Evaluating Advertising

Discussions with the Experts Steve Raquel

    • 1 Videos
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1 Videos

  • Discussions with the Experts Steve Raquel

Module 4 Graded Activities

    • 1 Quiz
    • 1 PeerReview
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1 Peer Review

  • Module 4 Peer Review Assignment

1 Quiz

  • Module 4 Quiz

End of Course material

    • 1 Plugin
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Auto Summary

Unlock the secrets of strategic marketing with the course "Developing a Marketing Mix for Growth." Perfect for those in the Sales & Marketing domain, this foundational course is designed to deepen your understanding of how businesses create value for their customers. Led by the distinguished Gies College of Business, it builds on the principles introduced in "Developing a Winning Marketing Strategy," taking a closer look at the essential components of the marketing mix: product policy, distribution channels, communication strategies, and pricing models. Throughout the course, you will engage in a detailed analysis of these elements, empowering you to conduct thorough strategic evaluations and make informed marketing decisions. You will learn to define and explain each element of the marketing mix, compare various pricing models, assess different distribution channels, critique advertising strategies, and even create compelling advertising content. With a comprehensive duration of approximately 780 hours, this course offers flexible subscription options including Starter, Professional, and Paid plans, making it accessible to a wide range of learners. Whether you are a budding marketer looking to build a strong foundation or a professional aiming to refine your strategic skills, this course is tailored to meet your needs. Moreover, this course is part of the prestigious Gies College of Business’ online suite, including the iMBA and iMSM programs. Explore how your Coursera achievements can be leveraged towards these degree programs and take a step further in your academic and professional journey. Learn more about these opportunities at the provided link. Join us and see "marketing in action" in the real business world. Elevate your marketing expertise and drive growth for your organization today!

Hayden Noel
Instructor

Hayden Noel