Acerca de este Curso
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Nivel principiante

Aprox. 24 horas para completar

Inglés (English)

Subtítulos: Inglés (English)

Habilidades que obtendrás

Corporate BrandingBrand MarketingBrand ManagementBrand Identity

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Nivel principiante

Aprox. 24 horas para completar

Inglés (English)

Subtítulos: Inglés (English)

Programa - Qué aprenderás en este curso

Semana
1
4 horas para completar

Brand Purpose & Experience

8 videos (Total 71 minutos), 3 lecturas, 2 cuestionarios
8 videos
1.2 Brand identity and brand image12m
1.3 Interview with Bethany Koby, Director, Technology Will Save Us8m
1.4 Brand purpose (part 1)8m
1.5 Brand purpose (part 2)5m
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9m
1.7 3E's (part 1)7m
1.8 3E's (part 2) 10m
3 lecturas
Start Here10m
Glossary10m
Optional Reading10m
1 ejercicio de práctica
Module 1 Quiz14m
Semana
2
4 horas para completar

Brand Design & Delivery

9 videos (Total 98 minutos), 1 lectura, 2 cuestionarios
9 videos
2.2 Why brand experiences matter (Part 2)10m
2.3 Digital brand experiences (Part 1)8m
2.4 Digital brand experiences (Part 2)6m
2.5 Designing Brand Experiences (Part 1)11m
2.6 Designing Brand Experiences (Part 2)15m
2.7 Signature Pricing10m
2.8 Interview with Huib van Bockel11m
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10m
1 lectura
Optional Reading10m
1 ejercicio de práctica
Module 2 Quiz12m
Semana
3
5 horas para completar

Brand Leadership and Alignment

13 videos (Total 131 minutos), 1 lectura, 2 cuestionarios
13 videos
3.2 Connecting the Dots (Part 2)10m
3.3 From Silos to Synchrony (Part 1)10m
3.4 From Silos to Synchrony (Part 2)5m
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13m
3.6 Aligning the 3Bs at LBS13m
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13m
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8m
3.9 Global Alignment (Part 1)6m
3.10 Global Alignment (Part 2)9m
3.11 Interview with Keith Weed (CMO, Unilever)17m
3.12 Brand Portfolio Management (Part 1)8m
3.13 Brand Portfolio Management (Part 2)5m
1 lectura
Optional Extras10m
1 ejercicio de práctica
Module 3 Quiz14m
Semana
4
4 horas para completar

Brand Practices & Engagement

15 videos (Total 129 minutos), 1 lectura, 2 cuestionarios
15 videos
4.2 Brand Practices (Part 2)3m
4.3 Brand Practices (Part 3)14m
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16m
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11m
4.6: Interview with Tanya Truman (Lush)8m
4.7: Interview with Nik Allebon (Lush)9m
4.8 The Six A's of Brand Engagement (Part 1)5m
4.9 The Six A's of Brand Engagement (Part 2)10m
4.10 The Six A's of Brand Engagement (Part 3)5m
4.11 The Six A's of Brand Engagement (Part 4)5m
4.12 The ABCs of Behaviour Change (Part 1)8m
4.13 The ABCs of Behaviour Change (Part 2)6m
4.14 The ABCs of Behaviour Change (Part 3)6m
4.15 The ABCs of Behaviour Change (Part 4)4m
1 lectura
Optional Reading10m
1 ejercicio de práctica
Module 4 Quiz10m
4.9
165 revisionesChevron Right

45%

comenzó una nueva carrera después de completar estos cursos

45%

consiguió un beneficio tangible en su carrera profesional gracias a este curso

20%

consiguió un aumento de sueldo o ascenso

Principales revisiones sobre Brand Management: Aligning Business, Brand and Behaviour

por RAAug 25th 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

por DOFeb 4th 2019

Very interesting approach to brand management, i liked the reflection assignments at the end of each module. thumbs up! i would like to attend the London Business School physically one day.

Instructor

Avatar

Nader Tavassoli

Professor of Marketing
London Business School

Acerca de Universidad de Londres

The University of London is a federal University which includes 18 world leading Colleges. Our distance learning programmes were founded in 1858 and have enriched the lives of thousands of students, delivering high quality University of London degrees wherever our students are across the globe. Our alumni include 7 Nobel Prize winners. Today, we are a global leader in distance and flexible study, offering degree programmes to over 50,000 students in over 180 countries. To find out more about studying for one of our degrees where you are, visit www.london.ac.uk...

Acerca de London Business School

London Business School was founded in 1964 and joined the University of London in 1965. London Business School is a leading global business school and is one of the few in the world to have the triple crown accreditation (AACSB, EQUIS, AMBA). The School was ranked the best business school in Europe for three years in a row (2014-2016) by the Financial Times and was ranked second in the world for Business and Management Studies in 2016 by the QS Rankings. The School offers post-graduate degrees and covers seven subject areas – Accounting, Economics, Finance, Management Science and Operations, Marketing, Organisational Behaviour and Strategy and Entrepreneurship. ...

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