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Developing a Winning Marketing Strategy
  • Level Foundation
  • Duration 17 hours
  • Course by University of Illinois Urbana-Champaign
  • Offered by

About

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.

Modules

About the Course

    • 3 Videos
    • 3 Readings
Show info about module content

3 Videos

  • Welcome to Creating a Winning Marketing Strategy
  • Meet Professor Hayden Noel
  • Meet Professor Maria Rodas

3 Readings

  • Syllabus
  • Glossary
  • Brand Descriptions

About Your Classmates

    • 2 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Getting to Know Your Classmates

2 Readings

  • Updating Your Profile
  • About the Discussion Forums

Module 0: What is Marketing Management?

    • 4 Videos
    • 1 Readings
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4 Videos

  • What is Marketing?
  • Uncovering Needs and Wants
  • The Theory of Needs
  • Learn on Your Terms

1 Readings

  • Learn More About Flexible Learning Paths

Module 1 Information

    • 2 Readings
Show info about module content

2 Readings

  • Module 1 Overview
  • Module 1 Readings

Lesson 1-1: Creating, Capturing and Sustaining Value

    • 8 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • 1-1 Practice Quiz

8 Videos

  • The Marketing Strategy Process: An Overview
  • Scanning the Environment
  • Professor Noel's Board Walk: SWOT Analysis
  • The Netflix Story
  • Creating Value
  • Professor Noel's Board Walk: Creating and Capturing value
  • Sustaining Value
  • Non-Profit Organizations

Lesson 1-2: Market Research

    • 3 Videos
    • 1 Quiz
Show info about module content

3 Videos

  • The Importance of Market Research
  • Conducting Market Research Part 1
  • Conducting Market Research Part 2

1 Quiz

  • 1-2 Practice Quiz

Module 1 Assignments

    • 1 Assignment
Show info about module content

1 Assignment

  • Module 1 Quiz

Module 2 Information

    • 2 Readings
Show info about module content

2 Readings

  • Module 2 Overview
  • Module 2 Readings

Lesson 2-1: Crafting Value

    • 2 Videos
    • 1 Quiz
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2 Videos

  • Value Proposition and Differentiation
  • Introduction to Segmentation, Targeting and Positioning

1 Quiz

  • 2-1 Practice Quiz

Lesson 2-2: STP

    • 9 Videos
    • 1 Quiz
Show info about module content

9 Videos

  • Segmentation
  • Perceptual Mapping
  • Levels of Market Segmentation
  • Profitable Segmentation
  • Targeting
  • Segmentation and Targeting in Practice
  • Positioning for Competitive Advantage Part 1
  • Positioning for Competitive Advantage Part 2
  • Professor Noel's Board Walk: Crafting a Positioning Statement

1 Quiz

  • 2-2 Practice Quiz

Module 2 Assignments

    • 1 Quiz
Show info about module content

1 Quiz

  • Module 2 Quiz

Module 3 Information

    • 2 Readings
Show info about module content

2 Readings

  • Module 3 Overview
  • Module 3 Readings

Lesson 3-1: Building Strong Brands

    • 7 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • 3-1 Practice Quiz

7 Videos

  • Customer Relationship Management (CRM)
  • Introduction to Branding
  • The Power of Branding
  • Brand Mantra
  • Brand Equity
  • Attributes of Strong Brands
  • Brand Experience

Lesson 3-2: Brand and Line Extensions

    • 3 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • 3-2 Practice Quiz

3 Videos

  • Brand and Line Extensions
  • Making Extensions Work
  • Professor Noel's Board Walk: Evaluating Brand and Line Extensions

Module 3 Assignments

    • 1 Assignment
Show info about module content

1 Assignment

  • Module 3 Quiz

Module 4 Information

    • 2 Readings
Show info about module content

2 Readings

  • Module 4 Overview
  • Module 4 Readings

Lesson 4-1: Consumer Behavior

    • 5 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • 4-1 Practice Quiz

5 Videos

  • Understanding Consumer Behavior
  • What influences Consumer Behavior–Culture
  • What influences Consumer Behavior–Social Class
  • What influences Consumer Behavior-Reference Groups
  • What influences Consumer Behavior-Psychological factors

Lesson 4-2: Consumer Decision Making

    • 2 Videos
    • 1 Quiz
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2 Videos

  • Theories of Consumer Decision Making
  • The Consumer Decision Journey

1 Quiz

  • 4-2 Practice Quiz

Lesson 4-3: Creating Successful New Products

    • 4 Videos
    • 1 Quiz
Show info about module content

4 Videos

  • New Product Adoption
  • Barriers to Adoption Part 1
  • Barriers to Adoption Part 2
  • Professor Noel's Board Walk: "Barriers to Adoption" in Practice

1 Quiz

  • 4-3 Practice Quiz

Lesson 4-4: The Marketing Plan

    • 4 Videos
    • 1 Quiz
Show info about module content

4 Videos

  • The Marketing Plan Part 1
  • The Marketing Plan Part 2
  • The Marketing Plan Part 3: Student Interviews
  • Discussions with the Experts: Melanie Millar

1 Quiz

  • 4-4 Practice Quiz

Module 4 Assignments

    • 1 Quiz
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Create a Marketing Plan

1 Quiz

  • Module 4 Quiz

Congratulations

    • 1 Videos
    • 2 Readings
    • 1 Plugin
Show info about module content

1 Videos

  • Learn on Your Terms

2 Readings

  • Congratulations on completing the course!
  • Get Your Course Certificate

Auto Summary

"Developing a Winning Marketing Strategy" is a foundational course in Sales & Marketing, taught by Gies College of Business experts on Coursera. It explores how businesses create customer value through the marketing mix—product policy, distribution, communication, and pricing—using analytical frameworks. Over 1020 minutes, learners will develop skills to define marketing, evaluate brand extensions, and craft marketing plans. Subscription options include Starter, Professional, and Paid tiers, catering to aspiring marketers and business professionals.

Hayden Noel
Instructor

Hayden Noel