Key Information
About the content
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.
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.
Instructors
Luis Rodriguez Baptista
Professor
Marketing
Content Designer
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.
