課程信息
47,243 次近期查看

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

初級

完成時間大約為23 小時

英語(English)

字幕:英語(English)

您將獲得的技能

Corporate BrandingBrand MarketingBrand ManagementBrand Identity

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

初級

完成時間大約為23 小時

英語(English)

字幕:英語(English)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 4 小時

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.

...
8 個視頻 (總計 71 分鐘), 3 個閱讀材料, 2 個測驗
8 個視頻
1.2 Brand identity and brand image12分鐘
1.3 Interview with Bethany Koby, Director, Technology Will Save Us8分鐘
1.4 Brand purpose (part 1)8分鐘
1.5 Brand purpose (part 2)5分鐘
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9分鐘
1.7 3E's (part 1)7分鐘
1.8 3E's (part 2) 10分鐘
3 個閱讀材料
Start Here10分鐘
Glossary10分鐘
Optional Reading10分鐘
1 個練習
Module 1 Quiz14分鐘
2
完成時間為 4 小時

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.

...
9 個視頻 (總計 98 分鐘), 1 個閱讀材料, 2 個測驗
9 個視頻
2.2 Why brand experiences matter (Part 2)10分鐘
2.3 Digital brand experiences (Part 1)8分鐘
2.4 Digital brand experiences (Part 2)6分鐘
2.5 Designing Brand Experiences (Part 1)11分鐘
2.6 Designing Brand Experiences (Part 2)15分鐘
2.7 Signature Pricing10分鐘
2.8 Interview with Huib van Bockel11分鐘
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10分鐘
1 個閱讀材料
Optional Reading10分鐘
1 個練習
Module 2 Quiz12分鐘
3
完成時間為 5 小時

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.

...
13 個視頻 (總計 131 分鐘), 1 個閱讀材料, 2 個測驗
13 個視頻
3.2 Connecting the Dots (Part 2)10分鐘
3.3 From Silos to Synchrony (Part 1)10分鐘
3.4 From Silos to Synchrony (Part 2)5分鐘
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13分鐘
3.6 Aligning the 3Bs at LBS13分鐘
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13分鐘
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8分鐘
3.9 Global Alignment (Part 1)6分鐘
3.10 Global Alignment (Part 2)9分鐘
3.11 Interview with Keith Weed (CMO, Unilever)17分鐘
3.12 Brand Portfolio Management (Part 1)8分鐘
3.13 Brand Portfolio Management (Part 2)5分鐘
1 個閱讀材料
Optional Extras10分鐘
1 個練習
Module 3 Quiz14分鐘
4
完成時間為 4 小時

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.

...
15 個視頻 (總計 129 分鐘), 1 個閱讀材料, 2 個測驗
15 個視頻
4.2 Brand Practices (Part 2)3分鐘
4.3 Brand Practices (Part 3)14分鐘
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16分鐘
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11分鐘
4.6: Interview with Tanya Truman (Lush)8分鐘
4.7: Interview with Nik Allebon (Lush)9分鐘
4.8 The Six A's of Brand Engagement (Part 1)5分鐘
4.9 The Six A's of Brand Engagement (Part 2)10分鐘
4.10 The Six A's of Brand Engagement (Part 3)5分鐘
4.11 The Six A's of Brand Engagement (Part 4)5分鐘
4.12 The ABCs of Behaviour Change (Part 1)8分鐘
4.13 The ABCs of Behaviour Change (Part 2)6分鐘
4.14 The ABCs of Behaviour Change (Part 3)6分鐘
4.15 The ABCs of Behaviour Change (Part 4)4分鐘
1 個閱讀材料
Optional Reading10分鐘
1 個練習
Module 4 Quiz10分鐘
4.9
106 個審閱Chevron Right

29%

完成這些課程後已開始新的職業生涯

44%

通過此課程獲得實實在在的工作福利

23%

加薪或升職

來自品牌管理:协调经营、品牌和行为的熱門評論

創建者 DOFeb 4th 2019

Very interesting approach to brand management, i liked the reflection assignments at the end of each module. thumbs up! i would like to attend the London Business School physically one day.

創建者 CHFeb 11th 2019

Very interesting. This Module helps me understand the meaning of Brand and brand behaviour and how to align these two concepts with the business to better deliver on the brand promise.

講師

Avatar

Nader Tavassoli

Professor of Marketing
London Business School

關於 伦敦大学

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...

關於 伦敦商学院

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. ...

常見問題

  • 注册以便获得证书后,您将有权访问所有视频、测验和编程作业(如果适用)。只有在您的班次开课之后,才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程,可能无法访问某些作业。

  • 您购买证书后,将有权访问所有课程材料,包括评分作业。完成课程后,您的电子课程证书将添加到您的成就页中,您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容,可以免费旁听课程。

還有其他問題嗎?請訪問 學生幫助中心