課程信息

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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%

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完成後獲得證書
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第 1 門課程(共 5 門)
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完成時間大約為13 小時
英語(English)
字幕:中文(繁體), 越南語, 韓語, 英語(English), 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13 小時
英語(English)
字幕:中文(繁體), 越南語, 韓語, 英語(English), 蒙古語

講師

提供方

IE商学院 徽標

IE商学院

教學大綱 - 您將從這門課程中學到什麼

內容評分Thumbs Up95%(5,359 個評分)Info
1

1

完成時間為 4 小時

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

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.

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
2

2

完成時間為 2 小時

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

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
3

3

完成時間為 1 小時

Building your brand portfolio.

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.

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
4

4

完成時間為 1 小時

Equipping and engaging employees to deliver on the brand promise.

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

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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....
营销组合实践

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