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.
Este curso forma parte de Programa Especializado - Marketing Mix Implementation
ofrecido por
Programa Especializado - Marketing Mix ImplementationIE Business SchoolAcerca de este Curso
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Resultados profesionales del estudiante
46%
comenzó una nueva carrera después de completar estos cursos
44%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
22%
consiguió un aumento de sueldo o ascenso
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 1 de 5 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Aprox. 14 horas para completar
Inglés (English)
Subtítulos: Chino (tradicional), Francés (French), Portugués (de Brasil), Vietnamita, Coreano, Ruso (Russian), Inglés (English), Español (Spanish), Mongol
Habilidades que obtendrás
Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement
Resultados profesionales del estudiante
46%
comenzó una nueva carrera después de completar estos cursos
44%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
22%
consiguió un aumento de sueldo o ascenso
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 1 de 5 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Aprox. 14 horas para completar
Inglés (English)
Subtítulos: Chino (tradicional), Francés (French), Portugués (de Brasil), Vietnamita, Coreano, Ruso (Russian), Inglés (English), Español (Spanish), Mongol
ofrecido por
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.
Programa - Qué aprenderás en este curso
3 horas para completar
Launching new products and the challenge of managing their life-cycle.
At the end of this module, you will be able to:
3 horas para completar
8 videos (Total 59 minutos), 3 lecturas, 2 cuestionarios
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
3 lecturas
Planning Product Lifecycles10m
How to Estimate Market Demand10m
Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12m
1 ejercicio de práctica
Module 1 Summative Assessment30m
4 horas para completar
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:
4 horas para completar
8 videos (Total 52 minutos), 3 lecturas, 2 cuestionarios
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
3 lecturas
A Brand Guide: The Power of Branding20m
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 Assessment30m
2 horas para completar
Knowing how to communicate your offering: Brand Architecture & naming.
At the end of this module, you will be able to:
2 horas para completar
10 videos (Total 43 minutos), 3 lecturas, 1 cuestionario
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
3 lecturas
Build Brand Equity
Reading for Module 3 - Brand Relationship Spectrum20m
Reading for Module 3 - Leveraging the Corporate Brand20m
1 ejercicio de práctica
Module 3 Summative Assessment30m
2 horas para completar
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.
2 horas para completar
6 videos (Total 30 minutos), 2 lecturas, 1 cuestionario
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 Assessment30m
2 horas para completar
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.
2 horas para completar
7 videos (Total 42 minutos), 2 lecturas, 1 cuestionario
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
2 lecturas
How to understand my customer's experiences with a product? Use the Customer Experience Journey Tool4m
Reading for Module 5: Toward a compelling customer touchpoint architecture25m
1 ejercicio de práctica
Module 5 Summative Assessment30m
2 horas para completar
Equipping and engaging employees to deliver on the brand promise.
At the end of this module, you will be able to:
2 horas para completar
7 videos (Total 40 minutos), 1 lectura, 1 cuestionario
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.46s
1 lectura
Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25m
1 ejercicio de práctica
Module 6 Summative Assessment30m
Reseñas
Principales reseñas sobre BRAND AND PRODUCT MANAGEMENT
por RM2 de may. de 2020
The course was very informative and comprehensive.It is perfectly apt for both a student and a working individual.I wish there could have been a provision of seeing the solutions to quiz's questions.
por SR7 de sep. de 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 SH19 de jun. de 2020
I really loved it, it's fruitful, I firstly thought I would get bored and that it would be heavy, but It's really amazing and I already got info from it that I'll be implementing in my real life.
por JM14 de ago. de 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
Acerca de 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?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
- es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
- Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿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.
Is financial aid available?
Sí, Coursera ofrece ayuda económica a los estudiantes que no pueden pagar la tarifa. Solicítala haciendo clic en el enlace de Ayuda económica que está debajo del botón “Inscribirse” a la izquierda. Se te pedirá que completes una solicitud. Recibirás una notificación en caso de que se apruebe. Deberás completar este paso para cada uno de los cursos que forman parte del Programa especializado, incluido el proyecto final. Obtén más información.
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