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Brand and Product Management

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Brand and Product Management

Международная бизнес-школа IE

Об этом курсе: 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.

Для кого этот курс: 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.


Автор:  Международная бизнес-школа IE
Международная бизнес-школа IE

  • Luis Rodriguez Baptista

    Преподаватели:  Luis Rodriguez Baptista, Professor

    Marketing
Основные сведения
Course 1 of 5 in the Marketing Mix Implementation Specialization
Язык
English, Субтитры: Mongolian, Korean
Требования к аппаратным средствамnot required
Как пройти курсЧтобы пройти курс, выполните все оцениваемые задания.
Оценки пользователей
4.6 звезды
Средняя оценка пользователей: 4.6Посмотрите, что пишут учащиеся
Программа курса
НЕДЕЛЯ 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 видео, 1 материал для самостоятельного изучения
  1. Видео: Welcome to the course.
  2. Видео: 1.0 Introduction to the course.
  3. Видео: 1.1 How do you classify new products and what is the product mix?
  4. Видео: 1.2 What is the product lifecycle?
  5. Видео: 1.3 How to grow your product offering?
  6. Видео: 1.4 How to calculate demand for your product.
  7. Видео: 1.5 How to develop and launch new products.
  8. Видео: 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?
Оцениваемый: 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 видео, 2 материалов для самостоятельного изучения
  1. Видео: 2.0 What is a brand and why do you need one?
  2. Видео: 2.1 Inputs for developing your brand.
  3. Видео: 2.2 How to analyze your competitors.
  4. Видео: 2.3 Defining your brand model.
  5. Видео: 2.4 What is a brand essence and why is it so important?
  6. Видео: 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. Видео: 2.6 Connecting all the dots: Translating your brand into a positioning statement.
  9. Видео: 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.
Оцениваемый: Module 2 Summative Assessment
НЕДЕЛЯ 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 видео, 2 материалов для самостоятельного изучения
  1. Видео: 3.0 What Brand Architecture is and why you need it.
  2. Видео: 3.1 Brand equity and its relevance in your business.
  3. Видео: 3.2 Which are the different models of brand architecture?
  4. Видео: 3.3 What a branded house is and when to use it.
  5. Видео: 3.4 What a house of brands is and when to use it.
  6. Видео: 3.5 What a hybrid model is and when to use it.
  7. Видео: 3.6 How to develop a brand architecture - part 1.
  8. Видео: How to develop brand architecture - part 2.
  9. Видео: 3.7 Top 5 indicators of a brand architecture issue or opportunity.
  10. Видео: 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
Оцениваемый: Module 3 Summative Assessment
НЕДЕЛЯ 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 видео, 2 материалов для самостоятельного изучения
  1. Видео: 4.0 What a product and brand portfolio is and why you need to define it.
  2. Видео: 4.1 What is the relationship between brand portfolio and brand architecture?
  3. Видео: 4.2 How to develop your brand portfolio - part 1.
  4. Видео: 4.2b. How to develop your brand portfolio - part 2.
  5. Видео: 4.3 Managing your brand portfolio (I)
  6. Видео: 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
Оцениваемый: 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 видео, 1 материал для самостоятельного изучения
  1. Видео: 5.0 The customer experience journey.
  2. Видео: 5.1 What is the purchase funnel?
  3. Видео: 5.2 The touchpoint concept.
  4. Видео: 5.3 Identifying your touchpoints.
  5. Видео: 5.4 Prioritizing the key touchpoints.
  6. Видео: 5.5 Defining the touchpoints roles.
  7. Видео: 5.6 Implementing the brand at the key touchpoints.
  8. Reading: Reading for Module 5: Toward a compelling customer touchpoint architecture
Оцениваемый: Module 5 Summative Assessment
НЕДЕЛЯ 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 видео, 1 материал для самостоятельного изучения
  1. Видео: 6.0 What is brand engagement and why do you need it?
  2. Видео: 6.1 Defining your internal communication and training program.
  3. Видео: 6.2 Embedding the brand throughout the organization.
  4. Видео: 6.3 Measuring and tracking internal brand behavior.
  5. Видео: 6.4 Key success factors for your brand engagement program.
  6. Видео: 6.5 Closing remarks
  7. Reading: Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage
  8. Видео: Our next course: Pricing Strategy.
Оцениваемый: Module 6 Summative Assessment

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Авторы
Международная бизнес-школа IE
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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Рейтинги и отзывы
Оценка 4.6 из 5 по 731 отзывам

SS

Helpful and value adding

TANMOY DAS

Good Explanation of each topic in the course..

Susana Morales

Very interesting and complete.

Maru Gbemileke

Quiet interesting and i will like to complete the course hopefully.



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