Brand and Product Management
link Origem: www.coursera.org
list 4 sequencias
assignment Nível: Introdutório
chat_bubble_outline Idioma : Inglês
language Subtítulos : Mongol, Coreano, Chinês
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Informações principais

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timer 12 total de horas

Sobre o conteúdo

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.

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Programa de estudos

  • 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.
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Instrutores

Luis Rodriguez Baptista
Professor
Marketing

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Criador do conteúdo

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.
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Plataforma

Coursera

A Coursera é uma empresa digital que oferece um curso on-line massivo e aberto, fundado pelos professores de computação Andrew Ng e Daphne Koller Stanford University, localizado em Mountain View, Califórnia.

O Coursera trabalha com as melhores universidades e organizações para disponibilizar alguns dos seus cursos on-line e oferece cursos em várias disciplinas, incluindo: física, engenharia, humanidades, medicina, biologia, ciências sociais, matemática, negócios, ciência da computação, marketing digital, ciência de dados. e outros assuntos.Cours

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