本課程是营销组合实践專項課程專項課程的一部分

4.7
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1,999 個評分

Luis Rodriguez Baptista

提供方

营销组合实践專項課程IE商学院

課程信息

58,725 次近期查看

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.
Luis Rodriguez Baptista - a professor at IE University and Marekting Consultant - will guide you through six modules that look at first understanding the challenge of managing products through their 'life-cycle' and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise.  The course features interviews with consumer and industry professionals, which help illustrate the importance of brand strategy. 

Brand and product management is a unique course which enables you to first understand the importance of brand and product management and then use brand development, architecture and portfolios, in order to achieve success.

學生職業成果

38%

完成這些課程後已開始新的職業生涯

37%

通過此課程獲得實實在在的工作福利

19%

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）

营销组合实践專項課程

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）, 阿拉伯語（Arabic）, 法語（French）, （歐洲人講的）葡萄牙語, 中文（簡體）, 意大利語, 越南語, 韓語, 德語（German）, 俄語（Russian）, 土耳其語（Turkish）, 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

38%

完成這些課程後已開始新的職業生涯

37%

通過此課程獲得實實在在的工作福利

19%

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）

营销组合实践專項課程

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）

講師

授課教師評分

4.75/5 （273 個評分）

Luis Rodriguez Baptista

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.

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.

教學大綱 - 您將從這門課程中學到什麼

內容評分95%（6,305 個評分）

週

週 1

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

Welcome to the course.44

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

2.0 What is a brand and why do you need one?6分鐘

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

週

週 2

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

3.0 What Brand Architecture is and why you need it.3分鐘

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

週

週 3

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

4.0 What a product and brand portfolio is and why you need to define it.3分鐘

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

5.0 The customer experience journey.7分鐘

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

週

週 4

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

6.0 What is brand engagement and why do you need it?5分鐘

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

4.7

436 條評論

5 stars
74.13%
4 stars
21.41%
3 stars
3.30%
2 stars
0.65%
1 star
0.50%

來自BRAND AND PRODUCT MANAGEMENT的熱門評論

由 MT 提供2020年10月14日

This course has been very helpful in learning about managing a brand and their products. It has given me free insights on techniques and strategies on how to become a better brand and product manager.

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.

查看所有評論

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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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。
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還有其他問題嗎？請訪問學生幫助中心。

Brand and Product Management

課程信息

學生職業成果

38%

37%

19%

您將獲得的技能

學生職業成果

38%

37%

19%

講師

Luis Rodriguez Baptista

提供方

IE商学院

教學大綱 - 您將從這門課程中學到什麼

週 1

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

Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.

週 2

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

週 3

Building your brand portfolio.

Translating your brand into compelling customer experiences.

週 4

Equipping and engaging employees to deliver on the brand promise.

審閱

來自BRAND AND PRODUCT MANAGEMENT的熱門評論

關於营销组合实践專項課程

常見問題

熱門在線課程

熱門在線專項課程

在線證書

在線學位課程

Coursera

社區

更多

Brand and Product Management

課程信息

學生職業成果

38%

37%

19%

您將獲得的技能

學生職業成果

38%

37%

19%

講師

Luis Rodriguez Baptista

提供方

IE商学院

教學大綱 - 您將從這門課程中學到什麼

週 1

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

Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.

週 2

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

週 3

Building your brand portfolio.

Translating your brand into compelling customer experiences.

週 4

Equipping and engaging employees to deliver on the brand promise.

審閱

來自BRAND AND PRODUCT MANAGEMENT的熱門評論

關於 营销组合实践 專項課程

常見問題

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熱門在線課程

熱門在線專項課程

在線證書

在線學位課程

Coursera

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關於营销组合实践專項課程