Developing a Winning Marketing Strategy

Illinois Urbana-Champaign develops a marketing strategy through the marketing process, segmentation and positioning, branding and consumer behavior. The final module connects these ideas with a plan. It is a broad foundation for learners who want to understand how marketing creates value before selecting a course focused on one digital channel.

What you will learn

• Explain the rationale for marketing and value creation.
• Relate segmentation and positioning to a target audience.
• Connect branding and consumer behavior with a marketing plan.

Who this suits

Beginner-level learners; detailed prerequisites are not specified in the published course facts.

Before you enroll

Use an explicit audience, objective and budget in practice. Separate a strategic hypothesis from evidence that a campaign worked, and compare channel results against the original objective.

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Put it into practice

Create a one-page plan for a fictional product. Explain the target segment, intended position and evidence needed to support the main customer claim.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

View the curriculum and current access options at Coursera.

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