Este curso forma parte de Programa Especializado - Marketing Mix Implementation
Brand and Product Management
ofrecido por
Acerca de este Curso
4.6
817 calificaciones
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.
Habilidades que obtendrás
Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement
Programa - Qué aprenderás en este curso
Week
1Launching 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 (Total: 59 min), 1 reading, 2 quizzes
8 videos
1.0 Introduction to the course.10m
1.1 How do you classify new products and what is the product mix?8m
1.2 What is the product lifecycle?6m
1.3 How to grow your product offering?7m
1.4 How to calculate demand for your product.7m
1.5 How to develop and launch new products.9m
1.6 Defining your product pipeline.8m
1 lectura
Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12m
1 ejercicio de práctica
Module 1 Summative Assessment12m
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 (Total: 52 min), 2 readings, 2 quizzes
8 videos
2.1 Inputs for developing your brand.7m
2.2 How to analyze your competitors.8m
2.3 Defining your brand model.4m
2.4 What is a brand essence and why is it so important?7m
2.5 What are brand values and why do you need them?4m
2.6 Connecting all the dots: Translating your brand into a positioning statement.5m
2.7 Evaluating your brand strategy.6m
2 lecturas
Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).15m
Reading for Module 2 - Power of the Branded Differentiator20m
1 ejercicio de práctica
Module 2 Summative Assessment12m
Week
2Knowing 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 (Total: 43 min), 2 readings, 1 quiz
10 videos
3.1 Brand equity and its relevance in your business.4m
3.2 Which are the different models of brand architecture?7m
3.3 What a branded house is and when to use it.4m
3.4 What a house of brands is and when to use it.3m
3.5 What a hybrid model is and when to use it.3m
3.6 How to develop a brand architecture - part 1.6m
How to develop brand architecture - part 2.3m
3.7 Top 5 indicators of a brand architecture issue or opportunity.2m
3.8 Things to consider when naming your brand.2m
2 lecturas
Reading for Module 3 - Brand Relationship Spectrum20m
Reading for Module 3 - Leveraging the Corporate Brand20m
1 ejercicio de práctica
Module 3 Summative Assessment12m
Week
3Building 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 (Total: 30 min), 2 readings, 1 quiz
6 videos
4.1 What is the relationship between brand portfolio and brand architecture?5m
4.2 How to develop your brand portfolio - part 1.6m
4.2b. How to develop your brand portfolio - part 2.5m
4.3 Managing your brand portfolio (I)6m
4.4 Managing your brand portfolio (II)2m
2 lecturas
Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).22m
Reading for Module 4 - Making brand portfolios work15m
1 ejercicio de práctica
Module 4 Summative Assessment12m
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 (Total: 42 min), 1 reading, 1 quiz
7 videos
5.1 What is the purchase funnel?7m
5.2 The touchpoint concept.6m
5.3 Identifying your touchpoints.6m
5.4 Prioritizing the key touchpoints.7m
5.5 Defining the touchpoints roles.3m
5.6 Implementing the brand at the key touchpoints.3m
1 lectura
Reading for Module 5: Toward a compelling customer touchpoint architecture25m
1 ejercicio de práctica
Module 5 Summative Assessment12m
Week
4Equipping 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 (Total: 40 min), 1 reading, 1 quiz
7 videos
6.1 Defining your internal communication and training program.8m
6.2 Embedding the brand throughout the organization.8m
6.3 Measuring and tracking internal brand behavior.7m
6.4 Key success factors for your brand engagement program.8m
6.5 Closing remarks1m
Our next course: Pricing Strategy.m
1 lectura
Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25m
1 ejercicio de práctica
Module 6 Summative Assessment12m
4.6
30%
83%
24%
Principales revisiones
por SR•Sep 8th 2018
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.
por JM•Aug 15th 2016
Very enjoyable, easily translatable to real world scenarios and completely relevant and focused. It was a joy to learn and I had a lot to implement after successful completion of this course
Instructor
Luis Rodriguez Baptista
ProfessorMarketing
Acerca de 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.
Acerca del programa especializado Marketing Mix Implementation
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.
Preguntas Frecuentes
¿Cuándo podré acceder a las lecciones y tareas?
Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
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