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.
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課程信息
88,395 次近期查看
學生職業成果
46%
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
22%
加薪或升職
您將獲得的技能
Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement
學生職業成果
46%
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
22%
加薪或升職
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 1 門課程（共 5 門）
可靈活調整截止日期
根據您的日程表重置截止日期。
完成時間大約為13 小時
建議：8 hours/week
英語（English）
字幕：中文（繁體）, 越南語, 韓語, 英語（English）, 蒙古語
教學大綱 - 您將從這門課程中學到什麼
完成時間為 4 小時
Launching new products and the challenge of managing their life-cycle.
At the end of this module, you will be able to:
完成時間為 4 小時
8 個視頻 （總計 59 分鐘）, 3 個閱讀材料, 2 個測驗
8 個視頻
1.0 Introduction to the course.10分鐘
1.1 How do you classify new products and what is the product mix?8分鐘
1.2 What is the product lifecycle?6分鐘
1.3 How to grow your product offering?7分鐘
1.4 How to calculate demand for your product.7分鐘
1.5 How to develop and launch new products.9分鐘
1.6 Defining your product pipeline.8分鐘
3 個閱讀材料
Planning Product Lifecycles10分鐘
How to Estimate Market Demand10分鐘
Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12分鐘
1 個練習
Module 1 Summative Assessment12分鐘
完成時間為 4 小時
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:
完成時間為 4 小時
8 個視頻 （總計 52 分鐘）, 3 個閱讀材料, 2 個測驗
8 個視頻
2.1 Inputs for developing your brand.7分鐘
2.2 How to analyze your competitors.8分鐘
2.3 Defining your brand model.4分鐘
2.4 What is a brand essence and why is it so important?7分鐘
2.5 What are brand values and why do you need them?4分鐘
2.6 Connecting all the dots: Translating your brand into a positioning statement.5分鐘
2.7 Evaluating your brand strategy.6分鐘
3 個閱讀材料
A Brand Guide: The Power of Branding20分鐘
Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).15分鐘
Reading for Module 2 - Power of the Branded Differentiator20分鐘
1 個練習
Module 2 Summative Assessment12分鐘
完成時間為 2 小時
Knowing how to communicate your offering: Brand Architecture & naming.
At the end of this module, you will be able to:
完成時間為 2 小時
10 個視頻 （總計 43 分鐘）, 3 個閱讀材料, 1 個測驗
10 個視頻
3.1 Brand equity and its relevance in your business.4分鐘
3.2 Which are the different models of brand architecture?7分鐘
3.3 What a branded house is and when to use it.4分鐘
3.4 What a house of brands is and when to use it.3分鐘
3.5 What a hybrid model is and when to use it.3分鐘
3.6 How to develop a brand architecture - part 1.6分鐘
How to develop brand architecture - part 2.3分鐘
3.7 Top 5 indicators of a brand architecture issue or opportunity.2分鐘
3.8 Things to consider when naming your brand.2分鐘
3 個閱讀材料
Build Brand Equity
Reading for Module 3 - Brand Relationship Spectrum20分鐘
Reading for Module 3 - Leveraging the Corporate Brand20分鐘
1 個練習
Module 3 Summative Assessment12分鐘
完成時間為 1 小時
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.
完成時間為 1 小時
6 個視頻 （總計 30 分鐘）, 2 個閱讀材料, 1 個測驗
6 個視頻
4.1 What is the relationship between brand portfolio and brand architecture?5分鐘
4.2 How to develop your brand portfolio - part 1.6分鐘
4.2b. How to develop your brand portfolio - part 2.5分鐘
4.3 Managing your brand portfolio (I)6分鐘
4.4 Managing your brand portfolio (II)2分鐘
2 個閱讀材料
Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).22分鐘
Reading for Module 4 - Making brand portfolios work15分鐘
1 個練習
Module 4 Summative Assessment12分鐘
完成時間為 1 小時
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.
完成時間為 1 小時
7 個視頻 （總計 42 分鐘）, 2 個閱讀材料, 1 個測驗
7 個視頻
5.1 What is the purchase funnel?7分鐘
5.2 The touchpoint concept.6分鐘
5.3 Identifying your touchpoints.6分鐘
5.4 Prioritizing the key touchpoints.7分鐘
5.5 Defining the touchpoints roles.3分鐘
5.6 Implementing the brand at the key touchpoints.3分鐘
2 個閱讀材料
How to understand my customer's experiences with a product? Use the Customer Experience Journey Tool4分鐘
Reading for Module 5: Toward a compelling customer touchpoint architecture25分鐘
1 個練習
Module 5 Summative Assessment12分鐘
完成時間為 1 小時
Equipping and engaging employees to deliver on the brand promise.
At the end of this module, you will be able to:
完成時間為 1 小時
7 個視頻 （總計 40 分鐘）, 1 個閱讀材料, 1 個測驗
7 個視頻
6.1 Defining your internal communication and training program.8分鐘
6.2 Embedding the brand throughout the organization.8分鐘
6.3 Measuring and tracking internal brand behavior.7分鐘
6.4 Key success factors for your brand engagement program.8分鐘
6.5 Closing remarks1分鐘
Our next course: Pricing Strategy.46
1 個閱讀材料
Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25分鐘
1 個練習
Module 6 Summative Assessment12分鐘
審閱
4.7
來自BRAND AND PRODUCT MANAGEMENT的熱門評論
由 SR 提供Sep 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.
由 JM 提供Aug 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
由 J 提供Jun 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.
由 EE 提供Jul 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.
由 AF 提供Jul 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!
由 IP 提供Mar 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.
由 ST 提供Feb 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
由 SS 提供Jul 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.
關於 IE商学院
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.
關於 营销组合实践 專項課程
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.
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