Brand and Product Management

Brand and Product Management

МООК
en
Английский
Subtitles available
12 h
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Source
  • From www.coursera.org
Conditions
  • Self-paced
  • Free Access
  • Fee-based Certificate
More info
  • 4 Sequences
  • Introductive Level
  • Субтитры доступны на Mongolian, Korean, Chinese

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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

L'IE Business School, de son nom complet Instituto de Empresa Business School, est une école de commerce espagnole située à Madrid.

Elle est régulièrement reconnue par divers classements comme une des meilleures écoles de commerce d'Europe et du monde, et une des meilleures en Espagne, en particulier pour son programme MBA.

Créée en 1973 par Diego del Alcázar, l'école offre un large choix de programmes et de diplômes en management: MBA, Global MBA, Executive MBA, Master in Management (MIM), de masters spécialisés dont le Master en Finance (MiF), de Doctorats (DBA et PhD), ainsi que des programmes Executive Education pour cadres dirigeants.

Environ 1 500 étudiants de 70 pays sortent diplômés de l'école chaque année et 3 500 managers y suivent un des cursus.

Platform

Coursera - это цифровая компания, предлагающая массовые открытые онлайн-курсы, основанные учителями компьютеров Эндрю Нгом и Стэнфордским университетом Дафни Коллер, расположенные в Маунтин-Вью, штат Калифорния.

Coursera работает с ведущими университетами и организациями, чтобы сделать некоторые из своих курсов доступными в Интернете, и предлагает курсы по многим предметам, включая: физику, инженерию, гуманитарные науки, медицину, биологию, социальные науки, математику, бизнес, информатику, цифровой маркетинг, науку о данных и другие предметы.

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