Informações sobre o curso
4.9
114 classificações
43 avaliações
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível iniciante

Nível iniciante

Horas para completar

Aprox. 25 horas para completar

Sugerido: 5 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês...

Habilidades que você terá

Corporate BrandingBrand MarketingBrand ManagementBrand Identity
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível iniciante

Nível iniciante

Horas para completar

Aprox. 25 horas para completar

Sugerido: 5 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês...

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
4 horas para concluir

Brand Purpose & Experience

Welcome to Module 1! In this module, we'll cover the following topics: Traditional notions of branding; Changing market conditions for brands; A new approach to branding. As well as the lecture videos, you will also be learning through interviews with brand practitioners such as Bethany Koby, Director of Technology Will Save us and David Kershaw, CEO of M&C Saatchi. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module....
Reading
8 vídeos (Total de 71 min), 3 leituras, 2 testes
Video8 videos
1.2 Brand identity and brand image12min
1.3 Interview with Bethany Koby, Director, Technology Will Save Us8min
1.4 Brand purpose (part 1)8min
1.5 Brand purpose (part 2)5min
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9min
1.7 3E's (part 1)7min
1.8 3E's (part 2) 10min
Reading3 leituras
Start Here10min
Glossary10min
Optional Reading10min
Quiz1 exercício prático
Module 1 Quiz14min
Semana
2
Horas para completar
4 horas para concluir

Brand Design & Delivery

Welcome to Module 2! In this module, we'll cover the following topics:Brand experiences as the basis for differentiation; How to design brand experiences, as different from products and services; Pricing as a differentiating brand experience. As well as the lecture videos, you will also be learning through interviews with brand practitioner Hub van Bockel, an independent consultant and author and with Professor Bernd H. Schmitt of Columbia Business School. There are optional readings to supplement your understanding, a quiz with 6 questions to test your learning and a peer review assignment based on a task connected to this module. ...
Reading
9 vídeos (Total de 98 min), 1 leitura, 2 testes
Video9 videos
2.2 Why brand experiences matter (Part 2)10min
2.3 Digital brand experiences (Part 1)8min
2.4 Digital brand experiences (Part 2)6min
2.5 Designing Brand Experiences (Part 1)11min
2.6 Designing Brand Experiences (Part 2)15min
2.7 Signature Pricing10min
2.8 Interview with Huib van Bockel11min
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10min
Reading1 leituras
Optional Reading10min
Quiz1 exercício prático
Module 2 Quiz12min
Semana
3
Horas para completar
5 horas para concluir

Brand Leadership and Alignment

Welcome to Module 3! In this module, we'll cover the following topics: Aligning the strategies for business, brand and behaviour; Strategic brand portfolio alignment; Delivering global brand alignment. As well as the lecture videos, you will also be learning through interviews with practitioners, Ije Nwokorie, CEO of Wolff Olins, Helen Casey and Henk Viljoen, both of Old Mutual and Keith Weed, CMO of Unilever. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module....
Reading
13 vídeos (Total de 131 min), 1 leitura, 2 testes
Video13 videos
3.2 Connecting the Dots (Part 2)10min
3.3 From Silos to Synchrony (Part 1)10min
3.4 From Silos to Synchrony (Part 2)5min
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13min
3.6 Aligning the 3Bs at LBS13min
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13min
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8min
3.9 Global Alignment (Part 1)6min
3.10 Global Alignment (Part 2)9min
3.11 Interview with Keith Weed (CMO, Unilever)17min
3.12 Brand Portfolio Management (Part 1)8min
3.13 Brand Portfolio Management (Part 2)5min
Reading1 leituras
Optional Extras10min
Quiz1 exercício prático
Module 3 Quiz14min
Semana
4
Horas para completar
4 horas para concluir

Brand Practices & Engagement

Welcome to Module 4! In this module, we'll cover the following topics:How to design human resource brand best-practices; A model for engaging employees with the brand; The ABCs of behavioural change. As well as the lecture videos, you will also be learning through interviews with practitioners Helen Edwards of Passionbrand, Richard Hytner of Saatchi & Saatchi, Tanya Truman and Nik Allebon of Lush. There are optional readings to supplement your understanding, a quiz with 5 questions to test your learning and a peer review assignment based on a task connected to this module. ...
Reading
15 vídeos (Total de 129 min), 1 leitura, 2 testes
Video15 videos
4.2 Brand Practices (Part 2)3min
4.3 Brand Practices (Part 3)14min
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16min
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11min
4.6: Interview with Tanya Truman (Lush)8min
4.7: Interview with Nik Allebon (Lush)9min
4.8 The Six A's of Brand Engagement (Part 1)5min
4.9 The Six A's of Brand Engagement (Part 2)10min
4.10 The Six A's of Brand Engagement (Part 3)5min
4.11 The Six A's of Brand Engagement (Part 4)5min
4.12 The ABCs of Behaviour Change (Part 1)8min
4.13 The ABCs of Behaviour Change (Part 2)6min
4.14 The ABCs of Behaviour Change (Part 3)6min
4.15 The ABCs of Behaviour Change (Part 4)4min
Reading1 leituras
Optional Reading10min
Quiz1 exercício prático
Module 4 Quiz10min
4.9

Melhores avaliações

por JMOct 15th 2018

Very instructive course that managed to give me a thorough understanding of Brand Management. The interviews with professionals of the field were what I enjoyed the most.

por CRMar 22nd 2018

This course is great! Really interesting interviews and recommended reads. Up-to-date theories and information, with examples from all over the world and markets.

Instrutores

Avatar

Nader Tavassoli

Professor of Marketing
London Business School

Sobre University of London

The University of London is a federal University which includes 18 world leading Colleges. Our distance learning programmes were founded in 1858 and have enriched the lives of thousands of students, delivering high quality University of London degrees wherever our students are across the globe. Our alumni include 7 Nobel Prize winners. Today, we are a global leader in distance and flexible study, offering degree programmes to over 50,000 students in over 180 countries. To find out more about studying for one of our degrees where you are, visit www.london.ac.uk...

Sobre London Business School

London Business School was founded in 1964 and joined the University of London in 1965. London Business School is a leading global business school and is one of the few in the world to have the triple crown accreditation (AACSB, EQUIS, AMBA). The School was ranked the best business school in Europe for three years in a row (2014-2016) by the Financial Times and was ranked second in the world for Business and Management Studies in 2016 by the QS Rankings. The School offers post-graduate degrees and covers seven subject areas – Accounting, Economics, Finance, Management Science and Operations, Marketing, Organisational Behaviour and Strategy and Entrepreneurship. ...

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