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Developing a Winning Marketing Strategy

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Developing a Winning Marketing Strategy

This course is part of Value Chain Management Specialization

Instructor: Hayden Noel

62,674 already enrolled

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4 modules

Gain insight into a topic and learn the fundamentals.

1,772 reviews

Beginner level

No prior experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

96%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

1,772 reviews

Beginner level

No prior experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

96%

Most learners liked this course

What you'll learn

Define marketing and understand its underlying rationale.
Describe how marketing creates value.
Describe product strategy.
Describe the nature of branding and evaluate brand extensions.

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

14 assignments

Taught in English

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This course is part of the Value Chain Management Specialization

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Earn a shareable career certificate

There are 4 modules in this course

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/.

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. In module 1, you will learn to define "marketing." We will explore consumer needs and see how marketing plays a role in value creation through researching and satisfying of these customer needs.

What's included

18 videos7 readings3 assignments1 discussion prompt1 plugin

18 videosTotal 119 minutes

Welcome to Creating a Winning Marketing Strategy2 minutes
Meet Professor Hayden Noel2 minutes
Meet Professor Maria Rodas3 minutes
The Impact of the Gies Community2 minutes
What is Marketing?7 minutes
Uncovering Needs and Wants12 minutes
The Theory of Needs 6 minutes
The Marketing Strategy Process: An Overview6 minutes
Scanning the Environment5 minutes
Professor Noel's Board Walk: SWOT Analysis8 minutes
The Netflix Story6 minutes
Creating Value5 minutes
Professor Noel's Board Walk: Creating and Capturing value6 minutes
Sustaining Value7 minutes
Non-Profit Organizations9 minutes
The Importance of Market Research7 minutes
Conducting Market Research Part 113 minutes
Conducting Market Research Part 213 minutes

7 readingsTotal 80 minutes

Syllabus10 minutes
Glossary20 minutes
Brand Descriptions10 minutes
About the Discussion Forums10 minutes
Updating Your Profile10 minutes
Module 1 Overview10 minutes
Module 1 Readings10 minutes

3 assignmentsTotal 60 minutes

1-1 Practice Quiz15 minutes
1-2 Practice Quiz 15 minutes
Module 1 Quiz30 minutes

1 discussion promptTotal 10 minutes

Getting to Know Your Classmates10 minutes

1 pluginTotal 15 minutes

Welcome! Please Tell Us About Yourself15 minutes

An important element of the marketing process is the value creation stage. Value creation begins with the process of STP. In this module, you will learn about segmentation, targeting, and positioning and what it accomplishes in the value creation stage.

What's included

11 videos2 readings3 assignments

11 videosTotal 94 minutes

Value Proposition and Differentiation9 minutes
Introduction to Segmentation, Targeting and Positioning4 minutes
Segmentation11 minutes
Perceptual Mapping7 minutes
Levels of Market Segmentation6 minutes
Profitable Segmentation6 minutes
Targeting7 minutes
Segmentation and Targeting in Practice11 minutes
Positioning for Competitive Advantage Part 114 minutes
Positioning for Competitive Advantage Part 213 minutes
Professor Noel's Board Walk: Crafting a Positioning Statement7 minutes

2 readingsTotal 20 minutes

Module 2 Overview10 minutes
Module 2 Readings10 minutes

3 assignmentsTotal 75 minutes

2-1 Practice Quiz15 minutes
2-2 Practice Quiz30 minutes
Module 2 Quiz30 minutes

Effective branding strategy allows companies to distinguish themselves from their competitors in the market. In this module, we will learn how to build a strong brand, explore how brand equity affects profitability, and understand how strong brands can leverage their equity to create successful extensions.

What's included

10 videos2 readings3 assignments

10 videosTotal 78 minutes

Customer Relationship Management (CRM)14 minutes
Introduction to Branding7 minutes
The Power of Branding4 minutes
Brand Mantra4 minutes
Brand Equity7 minutes
Attributes of Strong Brands6 minutes
Brand Experience7 minutes
Brand and Line Extensions12 minutes
Making Extensions Work11 minutes
Professor Noel's Board Walk: Evaluating Brand and Line Extensions6 minutes

2 readingsTotal 20 minutes

Module 3 Overview10 minutes
Module 3 Readings10 minutes

3 assignmentsTotal 60 minutes

3-1 Practice Quiz15 minutes
3-2 Practice Quiz15 minutes
Module 3 Quiz30 minutes

In this module, we will study the meaning of consumer behavior and the factors that influence it. We will explore the various factors that impact consumer perception of a product, and those that affect the adoption of a new product. We will also learn about the different variables that influence consumer buying behavior.

What's included

16 videos5 readings5 assignments1 peer review1 plugin

16 videosTotal 151 minutes

Understanding Consumer Behavior6 minutes
What influences Consumer Behavior–Culture 6 minutes
What influences Consumer Behavior–Social Class7 minutes
What influences Consumer Behavior-Reference Groups6 minutes
What influences Consumer Behavior-Psychological factors9 minutes
Theories of Consumer Decision Making16 minutes
The Consumer Decision Journey11 minutes
New Product Adoption14 minutes
Barriers to Adoption Part 18 minutes
Barriers to Adoption Part 213 minutes
Professor Noel's Board Walk: "Barriers to Adoption" in Practice8 minutes
The Marketing Plan Part 112 minutes
The Marketing Plan Part 27 minutes
The Marketing Plan Part 3: Student Interviews13 minutes
Discussions with the Experts: Melanie Millar13 minutes
Learn on Your Terms1 minute

5 readingsTotal 50 minutes

Module 4 Overview10 minutes
Module 4 Readings10 minutes
Congratulations on completing the course!10 minutes
Learn More About Flexible Learning Paths10 minutes
Get Your Course Certificate10 minutes

5 assignmentsTotal 105 minutes

4-1 Practice Quiz15 minutes
4-2 Practice Quiz15 minutes
4-3 Practice Quiz30 minutes
4-4 Practice Quiz15 minutes
Module 4 Quiz30 minutes

1 peer reviewTotal 60 minutes

Create a Marketing Plan60 minutes

1 pluginTotal 15 minutes

How Was the Course?15 minutes

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Build toward a degree

This course is part of the following degree program(s) offered by University of Illinois Urbana-Champaign. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.¹

Instructor

Instructor ratings

(421 ratings)

Hayden Noel

University of Illinois Urbana-Champaign

2 Courses68,000 learners

Offered by

University of Illinois Urbana-Champaign

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Reviewed on Dec 13, 2017

Taking decisions on what to do either for a line extension or a brand extension and measure their impact is how companies can minimise the risks involved and avoid financial wast.

Reviewed on Jul 28, 2025

The professional way the teaching course are being given , is a top notch and the professors are so good feel like you are inside the university itself . Am greatful .

Reviewed on Aug 20, 2018

Prof Heyden is very interesting insightful and engaging. The content is relevant and well prepared. Excellent course for marketing professionals and those interested in marketing.

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