Brand and Product Management

Location type
Logo Coursera (CC)
Provider rating: starstarstarstar_borderstar_border 6.3 Coursera (CC) has an average rating of 6.3 (out of 4 reviews)

Need more information? Get more details on the site of the provider.

Description

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: 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 understandi…

Read the complete description

Frequently asked questions

There are no frequently asked questions yet. Send an Email to info@springest.co.uk

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: 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.

Who is this class for: 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.

Created by:  IE Business School
  • Taught by:  Luis Rodriguez Baptista, Professor

    Marketing
Basic Info Course 1 of 5 in the Marketing Mix Implementation Specialization Language English, Subtitles: Mongolian Hardware Req not required How To Pass Pass all graded assignments to complete the course. User Ratings 4.6 stars Average User Rating 4.6See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

Help from your peers

Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

Earn official recognition for your work, and share your success with friends, colleagues, and employers.

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.

Syllabus


WEEK 1


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 videos, 1 reading expand


  1. Video: Welcome to the course.
  2. Video: 1.0 Introduction to the course.
  3. Video: 1.1 How do you classify new products and what is the product mix?
  4. Video: 1.2 What is the product lifecycle?
  5. Video: 1.3 How to grow your product offering?
  6. Video: 1.4 How to calculate demand for your product.
  7. Video: 1.5 How to develop and launch new products.
  8. Video: 1.6 Defining your product pipeline.
  9. Reading: Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).
  10. Peer Review: Calculating product demand.
  11. Discussion Prompt: What are your goals and outcome for the course?

Graded: 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 videos, 2 readings expand


  1. Video: 2.0 What is a brand and why do you need one?
  2. Video: 2.1 Inputs for developing your brand.
  3. Video: 2.2 How to analyze your competitors.
  4. Video: 2.3 Defining your brand model.
  5. Video: 2.4 What is a brand essence and why is it so important?
  6. Video: 2.5 What are brand values and why do you need them?
  7. Reading: Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).
  8. Video: 2.6 Connecting all the dots: Translating your brand into a positioning statement.
  9. Video: 2.7 Evaluating your brand strategy.
  10. Reading: Reading for Module 2 - Power of the Branded Differentiator
  11. Peer Review: The product lifecycle.
  12. Discussion Prompt: Feedback after assessment.

Graded: Module 2 Summative Assessment

WEEK 2


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 videos, 2 readings expand


  1. Video: 3.0 What Brand Architecture is and why you need it.
  2. Video: 3.1 Brand equity and its relevance in your business.
  3. Video: 3.2 Which are the different models of brand architecture?
  4. Video: 3.3 What a branded house is and when to use it.
  5. Video: 3.4 What a house of brands is and when to use it.
  6. Video: 3.5 What a hybrid model is and when to use it.
  7. Video: 3.6 How to develop a brand architecture - part 1.
  8. Video: How to develop brand architecture - part 2.
  9. Video: 3.7 Top 5 indicators of a brand architecture issue or opportunity.
  10. Video: 3.8 Things to consider when naming your brand.
  11. Reading: Reading for Module 3 - Brand Relationship Spectrum
  12. Reading: Reading for Module 3 - Leveraging the Corporate Brand

Graded: Module 3 Summative Assessment

WEEK 3


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 videos, 2 readings expand


  1. Video: 4.0 What a product and brand portfolio is and why you need to define it.
  2. Video: 4.1 What is the relationship between brand portfolio and brand architecture?
  3. Video: 4.2 How to develop your brand portfolio - part 1.
  4. Video: 4.2b. How to develop your brand portfolio - part 2.
  5. Video: 4.3 Managing your brand portfolio (I)
  6. Video: 4.4 Managing your brand portfolio (II)
  7. Reading: Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).
  8. Reading: Reading for Module 4 - Making brand portfolios work

Graded: 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 videos, 1 reading expand


  1. Video: 5.0 The customer experience journey.
  2. Video: 5.1 What is the purchase funnel?
  3. Video: 5.2 The touchpoint concept.
  4. Video: 5.3 Identifying your touchpoints.
  5. Video: 5.4 Prioritizing the key touchpoints.
  6. Video: 5.5 Defining the touchpoints roles.
  7. Video: 5.6 Implementing the brand at the key touchpoints.
  8. Reading: Reading for Module 5: Toward a compelling customer touchpoint architecture

Graded: Module 5 Summative Assessment

WEEK 4


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 videos, 1 reading expand


  1. Video: 6.0 What is brand engagement and why do you need it?
  2. Video: 6.1 Defining your internal communication and training program.
  3. Video: 6.2 Embedding the brand throughout the organization.
  4. Video: 6.3 Measuring and tracking internal brand behavior.
  5. Video: 6.4 Key success factors for your brand engagement program.
  6. Video: 6.5 Closing remarks
  7. Reading: Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage
  8. Video: Our next course: Pricing Strategy.

Graded: Module 6 Summative Assessment
There are no reviews yet.

Share your review

Do you have experience with this course? Submit your review and help other people make the right choice. As a thank you for your effort we will donate £1.- to Stichting Edukans.

There are no frequently asked questions yet. Send an Email to info@springest.co.uk