Marketing Management I
School: University of Illinois
Registration Link: REGISTER HERE
Start Date: December 5, 2016 (4 Weeks Long)
Workload: 6-8 Hours Per Week
Instructor: Hayden Noel
Credentials: Noel is a clinical assistant professor of business administration at the University of Illinois, where he has taught since 2007. A Ph.D. from the University of Florida, Noel’s research interests include consumer behavior, memory, and marketing management. His recent work has been published in the Business and Management Review and Contemporary Management Research. In 2014, he was named the MBA Professor of the Year by the school’s MBA Student Advisory Committee.
Graded: To earn a passing mark, students must complete all graded assignments.
Description: What is marketing? For some, it is a strategy to turn interest into action. For others, it is a process of building an identity, crafting a message, creating a dialogue, and building trust. To many, it is the art of continuously anticipating needs and meeting — if not exceeding — expectations, of winning hearts and creating value. From messaging to pricing to service, marketing is chain of milestones, variables, and touch points that are constantly under the microscope. Doing that requires an underlying management philosophy and structure.
In this course, learners will examine “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.” The course will conclude with students developing their own marketing plan.
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Additional Notes: This is the fifth course of the “Value Chain Management” specialization available through Coursera, which covers topics like managerial accounting, operations management, and process improvement. Students can also earn college credit through the University of Illinois’ iMBA program by completing the courses and accompanying capstone project. To register for this specialization, click here.