關於此課程：上了这门课程之后，你将能明确发展一个既能短期取胜，又有长期价值的产品和品牌策略所需要的主要信息。你将创建一个活动计划（既要面对外部消费者，也要面对内部员工）来把你的品牌策略付诸实际。同时你也能够

此課程適用人群：This course is aimed at anyone with ambitions of a career in marekting and/or professionals who are looking to use brand and product management to enhance the products in their own business or in the company that they work for.

製作方： IE Business School

教學方： Luis Rodriguez Baptista, Professor
Marketing

基本信息	課程 1（共 5 門，营销组合实践 Specialization ）
語言	English, 字幕：Mongolian, Korean
硬件要求	不要求
如何通過	通過所有計分作業以完成課程。
用戶評分	4.6 星平均用戶評分 4.6查看學生的留言

授課大綱

第 1 週

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.

8 個視頻, 1 個閱讀材料

視頻: 1.0 Introduction to the course.
視頻: 1.1 How do you classify new products and what is the product mix?
視頻: 1.2 What is the product lifecycle?
視頻: 1.3 How to grow your product offering?
視頻: 1.4 How to calculate demand for your product.
視頻: 1.5 How to develop and launch new products.
視頻: 1.6 Defining your product pipeline.
Материал для самостоятельного изучения: Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).
Взаимная оценка: Calculating product demand.
Вопрос для обсуждения: What are your goals and outcome for the course?

已評分: Module 1 Summative Assessment

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.

8 個視頻, 2 個閱讀材料

視頻: 2.1 Inputs for developing your brand.
視頻: 2.2 How to analyze your competitors.
視頻: 2.3 Defining your brand model.
視頻: 2.4 What is a brand essence and why is it so important?
視頻: 2.5 What are brand values and why do you need them?
Материал для самостоятельного изучения: Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).
視頻: 2.6 Connecting all the dots: Translating your brand into a positioning statement.
視頻: 2.7 Evaluating your brand strategy.
Материал для самостоятельного изучения: Reading for Module 2 - Power of the Branded Differentiator
Взаимная оценка: The product lifecycle.
Вопрос для обсуждения: Feedback after assessment.

已評分: Module 2 Summative Assessment

第 2 週

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.

10 個視頻, 2 個閱讀材料

視頻: 3.1 Brand equity and its relevance in your business.
視頻: 3.2 Which are the different models of brand architecture?
視頻: 3.3 What a branded house is and when to use it.
視頻: 3.4 What a house of brands is and when to use it.
視頻: 3.5 What a hybrid model is and when to use it.
視頻: 3.6 How to develop a brand architecture - part 1.
視頻: How to develop brand architecture - part 2.
視頻: 3.7 Top 5 indicators of a brand architecture issue or opportunity.
視頻: 3.8 Things to consider when naming your brand.
Материал для самостоятельного изучения: Reading for Module 3 - Brand Relationship Spectrum
Материал для самостоятельного изучения: Reading for Module 3 - Leveraging the Corporate Brand

已評分: Module 3 Summative Assessment

第 3 週

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.

6 個視頻, 2 個閱讀材料

視頻: 4.1 What is the relationship between brand portfolio and brand architecture?
視頻: 4.2 How to develop your brand portfolio - part 1.
視頻: 4.2b. How to develop your brand portfolio - part 2.
視頻: 4.3 Managing your brand portfolio (I)
視頻: 4.4 Managing your brand portfolio (II)
Материал для самостоятельного изучения: Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).
Материал для самостоятельного изучения: Reading for Module 4 - Making brand portfolios work

已評分: Module 4 Summative Assessment

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.

7 個視頻, 1 個閱讀材料

視頻: 5.1 What is the purchase funnel?
視頻: 5.2 The touchpoint concept.
視頻: 5.3 Identifying your touchpoints.
視頻: 5.4 Prioritizing the key touchpoints.
視頻: 5.5 Defining the touchpoints roles.
視頻: 5.6 Implementing the brand at the key touchpoints.
Материал для самостоятельного изучения: Reading for Module 5: Toward a compelling customer touchpoint architecture

已評分: Module 5 Summative Assessment

第 4 週

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.

7 個視頻, 1 個閱讀材料

視頻: 6.1 Defining your internal communication and training program.
視頻: 6.2 Embedding the brand throughout the organization.
視頻: 6.3 Measuring and tracking internal brand behavior.
視頻: 6.4 Key success factors for your brand engagement program.
視頻: 6.5 Closing remarks
Материал для самостоятельного изучения: Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage
視頻: Our next course: Pricing Strategy.

已評分: Module 6 Summative Assessment

常見問題解答

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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.

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