課程信息
4.6
832 個評分
181 個審閱
專項課程

第 1 門課程(共 5 門),位於

100% 在線

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

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(小時)

完成時間大約為13 小時

建議:7 hours/week...
可選語言

英語(English)

字幕:英語(English), 蒙古語, 韓語...

您將獲得的技能

Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement
專項課程

第 1 門課程(共 5 門),位於

100% 在線

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

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(小時)

完成時間大約為13 小時

建議:7 hours/week...
可選語言

英語(English)

字幕:英語(English), 蒙古語, 韓語...

教學大綱 - 您將從這門課程中學到什麼

1
完成時間(小時)
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: Demonstrate understanding of the product strategy concepts. Develop the factual support to define your product strategy....
Reading
8 個視頻(共 59 分鐘), 1 個閱讀材料, 2 個測驗
Video8 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
Reading1 個閱讀材料
Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12分鐘
Quiz1 個練習
Module 1 Summative Assessment12分鐘
完成時間(小時)
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: Describe the different elements of a brand strategy. Formulate a winning brand strategy....
Reading
8 個視頻(共 52 分鐘), 2 個閱讀材料, 2 個測驗
Video8 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
Reading2 個閱讀材料
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
Quiz1 個練習
Module 2 Summative Assessment12分鐘
2
完成時間(小時)
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: Define how to name your brand. Explain how to develop a system to incorporate future products and brands....
Reading
10 個視頻(共 43 分鐘), 2 個閱讀材料, 1 個測驗
Video10 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
Reading2 個閱讀材料
Reading for Module 3 - Brand Relationship Spectrum20分鐘
Reading for Module 3 - Leveraging the Corporate Brand20分鐘
Quiz1 個練習
Module 3 Summative Assessment12分鐘
3
完成時間(小時)
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....
Reading
6 個視頻(共 30 分鐘), 2 個閱讀材料, 1 個測驗
Video6 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
Reading2 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
Quiz1 個練習
Module 4 Summative Assessment12分鐘
完成時間(小時)
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....
Reading
7 個視頻(共 42 分鐘), 1 個閱讀材料, 1 個測驗
Video7 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
Reading1 個閱讀材料
Reading for Module 5: Toward a compelling customer touchpoint architecture25分鐘
Quiz1 個練習
Module 5 Summative Assessment12分鐘
4
完成時間(小時)
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: Explain and apply the process to “embed” a brand internally within the organization. ...
Reading
7 個視頻(共 40 分鐘), 1 個閱讀材料, 1 個測驗
Video7 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.分鐘
Reading1 個閱讀材料
Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25分鐘
Quiz1 個練習
Module 6 Summative Assessment12分鐘
4.6
職業方向

30%

完成這些課程後已開始新的職業生涯
工作福利

83%

通過此課程獲得實實在在的工作福利
職業晉升

24%

加薪或升職

熱門審閱

創建者 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.

創建者 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

講師

Avatar

Luis Rodriguez Baptista

Professor
Marketing

關於 IE 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....

關於 Marketing Mix Implementation 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....
Marketing Mix Implementation

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