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.
提供方
营销组合实践 專項課程IE商学院課程信息
112,932 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
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14 小時
英語（English）
字幕：中文（繁體）, 法語（French）, 巴西葡萄牙語, 越南語, 韓語, 俄語（Russian）, 英語（English）, 西班牙語（Spanish）, 蒙古語
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14 小時
英語（English）
字幕：中文（繁體）, 法語（French）, 巴西葡萄牙語, 越南語, 韓語, 俄語（Russian）, 英語（English）, 西班牙語（Spanish）, 蒙古語
提供方
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.
教學大綱 - 您將從這門課程中學到什麼
完成時間為 3 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 3 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 Assessment30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 Assessment30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 Assessment30分鐘
完成時間為 2 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 2 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 Assessment30分鐘
完成時間為 2 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 2 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 Assessment30分鐘
完成時間為 2 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 2 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 Assessment30分鐘
審閱
來自BRAND AND PRODUCT MANAGEMENT的熱門評論
由 RM 提供2020年5月2日
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.
由 SR 提供2018年9月7日
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 SH 提供2020年6月19日
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.
由 JM 提供2016年8月14日
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
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.
常見問題
我什么时候能够访问课程视频和作业？
讲座和作业的访问权限取决于您的注册类型。如果您以旁听模式参加课程，则可以免费查看大多数课程资料。要访问评分作业并获得证书，您需要在旁听期间或之后购买证书体验。如果看不到旁听选项：
- 课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
- 课程可能会改为提供'完整课程，没有证书'。通过此选项，您可以查看所有课程材料、提交所要求的作业，以及获得最终成绩。这也意味着您将无法购买证书体验。
我订阅此专项课程后会得到什么？
您注册课程后，将有权访问专项课程中的所有课程，并且会在完成课程后获得证书。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。
Is financial aid available?
是的，Coursera 可以为无法承担费用的学生提供助学金。通过点击左侧“注册”按钮下的“助学金”链接可以申请助学金。您可以根据屏幕提示完成申请，申请获批后会收到通知。您需要针对专项课程中的每一门课程完成上述步骤，包括毕业项目。了解更多。
完成课程后，我会获得大学学分吗？
此课程不提供大学学分，但部分大学可能会选择接受课程证书作为学分。查看您的合作院校，了解详情。Coursera 上的在线学位和 Mastertrack™ 证书提供获得大学学分的机会。
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