Informações sobre o curso
34,941 visualizações recentes

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: 7 hours/week...

Inglês

Legendas: Chinês (tradicional), Vietnamita, Coreano, Inglês, Mongolian
User
Os alunos que estão fazendo este Course são
  • Product Managers
  • Marketing Specialists
  • Marketers
  • User Experience Researchers
  • Business Developers

Habilidades que você terá

Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement
User
Os alunos que estão fazendo este Course são
  • Product Managers
  • Marketing Specialists
  • Marketers
  • User Experience Researchers
  • Business Developers

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: 7 hours/week...

Inglês

Legendas: Chinês (tradicional), Vietnamita, Coreano, Inglês, Mongolian

Programa - O que você aprenderá com este curso

Semana
1
3 horas para concluir

Launching new products and the challenge of managing their life-cycle.

8 vídeos (Total 59 mín.), 1 leitura, 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
1 leituras
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.

8 vídeos (Total 52 mín.), 2 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
2 leituras
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
Semana
2
2 horas para concluir

Knowing how to communicate your offering: Brand Architecture & naming.

10 vídeos (Total 43 mín.), 2 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
2 leituras
Reading for Module 3 - Brand Relationship Spectrum20min
Reading for Module 3 - Leveraging the Corporate Brand20min
1 exercício prático
Module 3 Summative Assessment12min
Semana
3
1 hora para concluir

Building your brand portfolio.

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.

7 vídeos (Total 42 mín.), 1 leitura, 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
1 leituras
Reading for Module 5: Toward a compelling customer touchpoint architecture25min
1 exercício prático
Module 5 Summative Assessment12min
Semana
4
1 hora para concluir

Equipping and engaging employees to deliver on the brand promise.

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
4.7
231 avaliaçõesChevron Right

50%

comecei uma nova carreira após concluir estes cursos

47%

consegui um benefício significativo de carreira com este curso

23%

recebi um aumento ou promoção

Principais avaliações do Brand and Product Management

por SRSep 8th 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 15th 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

Instrutores

Avatar

Luis Rodriguez Baptista

Professor
Marketing

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....
Implementação do composto de Marketing ou mix de Marketing

Perguntas Frequentes – FAQ

  • 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.

  • 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.

Mais dúvidas? Visite o Central de Ajuda ao Aprendiz.