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
Brand and Product Management
oferecido por
Programa de cursos integrados Implementação do composto de Marketing ou mix de MarketingIE Business SchoolIE Business School
Informações sobre o curso
53,285 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
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
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
Sugerido: 8 hours/week
Inglês
Legendas: Chinês (tradicional), Vietnamita, Coreano, Inglês, Mongolian
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 SRSep 7, 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 JMAug 14, 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
por JJun 13, 2019
Very practical course taught by giving real time examples. The assignments,quizzes and reading materials were extremely amazing based on real life situations. Learnt a lot from the course.
por EEJul 16, 2017
It was an exciting journey getting to understand the intricacies behind brands and how they can be managed successfully. The lessons were in-depth and the examples were explicitly simple.
por AFJul 7, 2016
This is the best course I have taken on Coursera so far. I highly recommend it to anyone who is interested in marketing, branding or management.\n\nThank you for this awesome course!
por IPMar 8, 2017
The course (videos and especially teacher) are very well done and I've enjoyed that however in my opinion the content is more for marketing beginners and doesn't go much in depth.
por STFeb 22, 2019
Great concepts that can easily get overlooked while working to create one's own brand.\n\nGreat content delivery and actual use cases help in easy understanding of all concepts
por SSJul 27, 2018
Very Good Course to enhance your understanding regarding customer analysis to product analysis. Must for someone who is planing his career in Marketing of product and Brand.
por FLMar 5, 2016
Great course with solid content and concepts, i definitely recommend it.\n\nI didn't gave a 5 star review only because i felt that more examples were needed on module 4.
por ASNov 10, 2017
I was new to product management and branding strategies and this course was enlighthing! The course is super interesting and explained very well. Definitely recommended!
por KMOct 27, 2017
Excellent Course. Was well structured and thought out! I will definitely refer back to this course in the future in case of Brand Management challenges in my company.
por FAMay 26, 2016
The lecturer is so engaging and easy to learn from. Really practical and doesn't use jargon. The industry words he uses he explains well so perfect for a beginner.
Sobre 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.
Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.
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?
Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.
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.
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