Marketing Management I

Start Date: 07/05/2020

Course Type: Common Course

Course Link:

About Course

In this course, you will learn how businesses create value for customers. We will examine the process by which Marketing builds on a thorough 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. Upon successful completion of this course, 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 the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and

Course Syllabus

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.

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Course Introduction

Marketing Management I Marketing and pricing are critical elements of any successful digital business. In this course, we take a close look at the elements of marketing that help define a customer's value. We focus on the customer's profile, interests, and ability to pay for what they want. We also take a closer look at the elements of marketing that differentiate a customer’s value from other customers. We examine the elements of marketing that influence how customers behave and spend money. We explore marketing mix theory and how it relates to pricing. We take a closer look at customer service and how it relates to marketing. We take a closer look, too, at the elements of marketing that enable a business to reach new customers and increase profits.Marketing Strategy and Marketing Mix Marketing Analysis Marketing Analysis Part 1 Marketing Analysis Part 2 Marketing Analytics Capstone Project In this Capstone Project course, you will design and execute a data-driven analysis of an existing market. You will have a chance to use the tools and techniques you've learned in the Marketing Analytics Specialization to analyze and report on data from a single survey. You will also have the opportunity to design, tweak, and execute a piece of software that analyzes, modifies, and reports on data gathered from a market. This course is the culmination of your marketing analytics passion and dedication. It will

Course Tag

Market Analysis Marketing Marketing Strategy Marketing Mix

Related Wiki Topic

Article Example
Marketing management Marketing management is the organizational discipline which focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of a firm's marketing resources and activities.
Marketing management Marketing management therefore often makes use of various organizational control systems, such as sales forecasts, sales force and reseller incentive programs, sales force management systems, and customer relationship management tools (CRM). Some software vendors have begun using the term "marketing operations management" or "marketing resource management" to describe systems that facilitate an integrated approach for controlling marketing resources. In some cases, these efforts may be linked to various supply chain management systems, such as enterprise resource planning (ERP), material requirements planning (MRP), efficient consumer response (ECR), and inventory management systems.
Marketing operations management Marketing Operations Management (MOM) is a version of end-to-end marketing optimization, from planning and budgeting, through marketing content management, to global marketing execution and analysis. It is the conceptual framework that defines all processes supporting marketing strategy and tactics. The processes it defines are built into software tools, i.e. Marketing Resource Management systems.
Marketing management More broadly, marketing managers work to design and improve the effectiveness of core marketing processes, such as new product development, brand management, marketing communications, and pricing. Marketers may employ the tools of business process reengineering to ensure these processes are properly designed, and use a variety of process management techniques to keep them operating smoothly.
Marketing management In many cases, marketing management will develop a marketing plan to specify how the company will execute the chosen strategy and achieve the business' objectives. The content of marketing plans varies from firm to firm, but commonly includes:
Enterprise marketing management EMM consists of other marketing software categories such as Web Analytics, Campaign Management, Digital Asset Management, Web Content Management, Marketing Resource Management, Marketing Dashboards, Lead Management, Event-driven Marketing, Predictive Modeling and more. The goal of deploying and using EMM is to improve both the efficiency and effectiveness of marketing by increasing operational efficiency, decreasing costs and waste, and standardizing marketing processes for an accurate and predictable time to market. The benefit of using an EMM suite rather than a variety of point solutions is improved collaboration, efficiency and visibility across the entire marketing function, as well as reduced total cost of ownership. Depending on the variable combinations of solutions, EMM can mean several different things to specific brands and industries. Enterprise Marketing Management allows for corporations to put in place a baseline of their operations that will allow them to begin evolution towards a holistic solution that incorporates customer experience, expectation and brand value associated with Marketing Technologies.
Marketing management Marketing management employs a variety of metrics to measure progress against objectives. It is the responsibility of marketing managers – in the marketing department or elsewhere – to ensure that the execution of marketing programs achieves the desired objectives and does so in a cost-efficient manner.
Marketing management To create an effective, cost-efficient marketing management strategy, firms must possess a detailed, objective understanding of their own business and the market in which they operate. In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning.
Marketing management Marketing management often finds it necessary to invest in research to collect the data required to perform accurate marketing analysis. As such, they often conduct market research and marketing research to obtain this information. Marketers employ a variety of techniques to conduct market research, but some of the more common include:
Marketing resource management Marketing resource management (MRM) provides the software infrastructure to support marketing operations management (MOM). Marketing operations management is the alignment of people, process and technology to support marketing activities and improve marketing effectiveness. The growing importance of an effective MRM strategy is reflected by the number of leading organizations which are following this path, with implementations of software provided by some of the leading technology vendors operating in this space. This growth is also reflected in the growing importance of the marketing operations role in organizations.
Enterprise marketing management Enterprise marketing management defines a category of software used by marketing operations to manage their end-to-end internal processes. EMM is subset of Marketing Technologies which consists of a total of 3 key technology types that allow for corporations and customers to participate in a holistic and real-time marketing campaign.
Marketing resource management MRM generally refers to technology for the areas of planning, design and production within marketing and MRM solutions do not provide the analytics, decisioning and automated execution capabilities for personalized marketing across channels. MRM is a subset of Enterprise Marketing Management (EMM) solutions which provide more complete capabilities for all of the functions and roles within the marketing.
Marketing management Effective execution may require management of both internal resources and a variety of external vendors and service providers, such as the firm's advertising agency. Marketers may therefore coordinate with the company's Purchasing department on the procurement of these services. Under the area of marketing agency management (i.e. working with external marketing agencies and suppliers) are techniques such as agency performance evaluation, scope of work, incentive compensation, RFx's and storage of agency information in a supplier database. Database is a critical thing to manage, but easy to allocate. While vendor allocation having complications to resolve but easy to handle.
Marketing The Chartered Institute of Marketing defines marketing as ""the management process responsible for identifying, anticipating and satisfying customer requirements profitably."" A similar concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value. In this context, marketing can be defined as ""the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage.""
Marketing accountability Marketing accountability is a term that signifies management with data that is understandable to the management of the enterprise. Other names that have been given to this process include "Marketing Performance Measurement", "Marketing Performance Management", "Marketing ROI", "ROMI", and "Accountable Marketing".
Pharmaceutical Marketing and Management Outside of Pennsylvania, Pharmaceutical Marketing and Management is offered at the Massachusetts College of Pharmacy and Health Sciences in Boston, Massachusetts.
Relationship marketing Martin Christopher, Adrian Payne, and David Ballantyne at the Cranfield School of Management claim that relationship marketing has the potential to forge a new synthesis between quality management, customer service management, and marketing.
Inbound marketing automation Marketing automation, in the context of inbound marketing, includes the automation of marketing analytics, reputation management or social media monitoring, email marketing, sales lead generation and sales lead management, and other regular marketing activities.
HP Information Management Software HP Autonomy's Marketing Optimization solutions include contact center management, marketing analytics, rich media management, Web experience management, Web optimization and search engine marketing.
Marketing performance measurement Automation provides infrastructure for marketing performance management. It spans marketing resource management, campaign automation, business intelligence, data management, reporting platforms, and scenario analysis tools.