- From www.coursera.org
Brand and Product Management
Course
en
English
Subtitles available
12 h
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- Self-paced
- Free Access
- Fee-based Certificate
- 4 Sequences
- Introductive Level
- Subtitles in Mongolian, Korean, Chinese
Course details
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. - Week 1 - 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. - 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. - 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. - Week 3 - 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. - 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.
Prerequisite
None.
Instructors
Luis Rodriguez Baptista
Professor
Marketing
Editor
IE Business School, whose full name is Instituto de Empresa Business School, is a Spanish business school based in Madrid.
It is regularly recognised by various rankings as one of the best business schools in Europe and the world, and one of the best in Spain, particularly for its MBA programme.
Founded in 1973 by Diego del Alcázar, the school offers a wide range of management programmes and degrees: MBA, Global MBA, Executive MBA, Master in Management (MIM), specialised masters including the Master in Finance (MiF), Doctorates (DBA and PhD), as well as Executive Education programmes for senior executives.
Some 1,500 students from 70 countries graduate from the school every year, and 3,500 managers follow one of its courses.
Platform
Coursera is a digital company offering massive open online course founded by computer teachers Andrew Ng and Daphne Koller Stanford University, located in Mountain View, California.
Coursera works with top universities and organizations to make some of their courses available online, and offers courses in many subjects, including: physics, engineering, humanities, medicine, biology, social sciences, mathematics, business, computer science, digital marketing, data science, and other subjects.
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