Identify the critical information needed to develop a product and brand strategy that generates both quick-wins and long-term value. By completing this course, you will be in position to create an activity plan to bring your brand strategy to life - both externally towards consumers and internally to employees. You will be able to define the right metrics for determining success in the implementation of your product and brand strategy, considering any adjustments that may need to be made under a test and learn methodology.
Este curso faz parte do Programa de cursos integrados Implementação do composto de Marketing ou mix de Marketing
oferecido por
Programa de cursos integrados Implementação do composto de Marketing ou mix de MarketingIE Business SchoolIE Business SchoolInformações sobre o curso
135,123 visualizações recentes
Resultados de carreira do aprendiz
46%
comecei uma nova carreira após concluir estes cursos
44%
consegui um benefício significativo de carreira com este curso
22%
recebi um aumento ou promoção
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Aprox. 13 horas para completar
Inglês
Legendas: Chinês (tradicional), Vietnamita, Coreano, Inglês, Mongolian
Habilidades que você terá
Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement
Resultados de carreira do aprendiz
46%
comecei uma nova carreira após concluir estes cursos
44%
consegui um benefício significativo de carreira com este curso
22%
recebi um aumento ou promoção
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Aprox. 13 horas para completar
Inglês
Legendas: Chinês (tradicional), Vietnamita, Coreano, Inglês, Mongolian
oferecido por
IE Business SchoolIE Business School
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
Programa - O que você aprenderá com este curso
4 horas para concluir
Launching new products and the challenge of managing their life-cycle.
At the end of this module, you will be able to:
4 horas para concluir
8 vídeos (Total 59 mín.), 3 leituras, 2 testes
8 videos
1.0 Introduction to the course.10min
1.1 How do you classify new products and what is the product mix?8min
1.2 What is the product lifecycle?6min
1.3 How to grow your product offering?7min
1.4 How to calculate demand for your product.7min
1.5 How to develop and launch new products.9min
1.6 Defining your product pipeline.8min
3 leituras
Planning Product Lifecycles10min
How to Estimate Market Demand10min
Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12min
1 exercício prático
Module 1 Summative Assessment12min
4 horas para concluir
Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.
At the end of this module, you will be able to:
4 horas para concluir
8 vídeos (Total 52 mín.), 3 leituras, 2 testes
8 videos
2.1 Inputs for developing your brand.7min
2.2 How to analyze your competitors.8min
2.3 Defining your brand model.4min
2.4 What is a brand essence and why is it so important?7min
2.5 What are brand values and why do you need them?4min
2.6 Connecting all the dots: Translating your brand into a positioning statement.5min
2.7 Evaluating your brand strategy.6min
3 leituras
A Brand Guide: The Power of Branding20min
Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).15min
Reading for Module 2 - Power of the Branded Differentiator20min
1 exercício prático
Module 2 Summative Assessment12min
2 horas para concluir
Knowing how to communicate your offering: Brand Architecture & naming.
At the end of this module, you will be able to:
2 horas para concluir
10 vídeos (Total 43 mín.), 3 leituras, 1 teste
10 videos
3.1 Brand equity and its relevance in your business.4min
3.2 Which are the different models of brand architecture?7min
3.3 What a branded house is and when to use it.4min
3.4 What a house of brands is and when to use it.3min
3.5 What a hybrid model is and when to use it.3min
3.6 How to develop a brand architecture - part 1.6min
How to develop brand architecture - part 2.3min
3.7 Top 5 indicators of a brand architecture issue or opportunity.2min
3.8 Things to consider when naming your brand.2min
3 leituras
Build Brand Equity
Reading for Module 3 - Brand Relationship Spectrum20min
Reading for Module 3 - Leveraging the Corporate Brand20min
1 exercício prático
Module 3 Summative Assessment12min
1 hora para concluir
Building your brand portfolio.
At the end of this module, you will be able to: Map your brand portfolio to maximize its value to support growth.
1 hora para concluir
6 vídeos (Total 30 mín.), 2 leituras, 1 teste
6 videos
4.1 What is the relationship between brand portfolio and brand architecture?5min
4.2 How to develop your brand portfolio - part 1.6min
4.2b. How to develop your brand portfolio - part 2.5min
4.3 Managing your brand portfolio (I)6min
4.4 Managing your brand portfolio (II)2min
2 leituras
Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).22min
Reading for Module 4 - Making brand portfolios work15min
1 exercício prático
Module 4 Summative Assessment12min
1 hora para concluir
Translating your brand into compelling customer experiences.
At the end of this module, you will be able to: Define and describe the customer experience journey for your brand.
1 hora para concluir
7 vídeos (Total 42 mín.), 2 leituras, 1 teste
7 videos
5.1 What is the purchase funnel?7min
5.2 The touchpoint concept.6min
5.3 Identifying your touchpoints.6min
5.4 Prioritizing the key touchpoints.7min
5.5 Defining the touchpoints roles.3min
5.6 Implementing the brand at the key touchpoints.3min
2 leituras
How to understand my customer's experiences with a product? Use the Customer Experience Journey Tool4min
Reading for Module 5: Toward a compelling customer touchpoint architecture25min
1 exercício prático
Module 5 Summative Assessment12min
1 hora para concluir
Equipping and engaging employees to deliver on the brand promise.
At the end of this module, you will be able to:
1 hora para concluir
7 vídeos (Total 40 mín.), 1 leitura, 1 teste
7 videos
6.1 Defining your internal communication and training program.8min
6.2 Embedding the brand throughout the organization.8min
6.3 Measuring and tracking internal brand behavior.7min
6.4 Key success factors for your brand engagement program.8min
6.5 Closing remarks1min
Our next course: Pricing Strategy.46s
1 leituras
Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25min
1 exercício prático
Module 6 Summative Assessment12min
Avaliações
Principais avaliações do BRAND AND PRODUCT MANAGEMENT
por RM2 de Mai de 2020
The course was very informative and comprehensive.It is perfectly apt for both a student and a working individual.I wish there could have been a provision of seeing the solutions to quiz's questions.
por SR7 de Set de 2018
A very good course for those who are new or looking to refresh their knowledge of brand management. All the concepts are explained well, and provide a solid foundation for building up in this field.
por SH19 de Jun de 2020
I really loved it, it's fruitful, I firstly thought I would get bored and that it would be heavy, but It's really amazing and I already got info from it that I'll be implementing in my real life.
por JM14 de Ago de 2016
Very enjoyable, easily translatable to real world scenarios and completely relevant and focused. It was a joy to learn and I had a lot to implement after successful completion of this course
Sobre Programa de cursos integrados Implementação do composto de Marketing ou mix de Marketing
In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
- The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
- The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
O que recebo ao me inscrever nesta Especialização?
Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.
Qual é a política de reembolso?
Se você se inscrever, terá 7 dias para testar sem custo e, durante este período, pode cancelar sem multa. Depois disso, não reembolsamos, mas você pode cancelar sua inscrição a qualquer momento. Veja nossa política para o reembolso total.
Existe algum auxílio financeiro disponível?
Sim, a Coursera oferece auxílio financeiro ao aluno que não possa pagar a taxa. Faça a solicitação clicando no link Auxílio Financeiro, abaixo do botão "Inscreva-se" à esquerda. Preencha uma solicitação e será notificado caso seja aprovado. Você terá que completar esta etapa para cada curso na Especialização, incluindo o Trabalho de Conclusão de Curso. Saiba mais .
Mais dúvidas? Visite o Central de Ajuda ao Aprendiz.
