课程信息

734,706 次近期查看

学生职业成果

45%

完成这些课程后已开始新的职业生涯

46%

通过此课程获得实实在在的工作福利

24%

加薪或升职
可分享的证书
完成后获得证书
100% 在线
立即开始,按照自己的计划学习。
可灵活调整截止日期
根据您的日程表重置截止日期。
初级
完成时间大约为21 小时
英语(English)
字幕:英语(English)

您将获得的技能

Corporate BrandingBrand MarketingBrand ManagementBrand Identity

学生职业成果

45%

完成这些课程后已开始新的职业生涯

46%

通过此课程获得实实在在的工作福利

24%

加薪或升职
可分享的证书
完成后获得证书
100% 在线
立即开始,按照自己的计划学习。
可灵活调整截止日期
根据您的日程表重置截止日期。
初级
完成时间大约为21 小时
英语(English)
字幕:英语(English)

提供方

伦敦大学 徽标

伦敦大学

伦敦商学院 徽标

伦敦商学院

教学大纲 - 您将从这门课程中学到什么

内容评分Thumbs Up96%(16,902 个评分)Info
1

1

完成时间为 4 小时

Brand Purpose & Experience

完成时间为 4 小时
8 个视频 (总计 71 分钟), 3 个阅读材料, 2 个测验
8 个视频
1.2 Brand identity and brand image12分钟
1.3 Interview with Bethany Koby, Director, Technology Will Save Us8分钟
1.4 Brand purpose (part 1)8分钟
1.5 Brand purpose (part 2)5分钟
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9分钟
1.7 3E's (part 1)7分钟
1.8 3E's (part 2) 10分钟
3 个阅读材料
Start Here10分钟
Glossary10分钟
Optional Reading10分钟
1 个练习
Module 1 Quiz14分钟
2

2

完成时间为 4 小时

Brand Design & Delivery

完成时间为 4 小时
9 个视频 (总计 98 分钟), 1 个阅读材料, 2 个测验
9 个视频
2.2 Why brand experiences matter (Part 2)10分钟
2.3 Digital brand experiences (Part 1)8分钟
2.4 Digital brand experiences (Part 2)6分钟
2.5 Designing Brand Experiences (Part 1)11分钟
2.6 Designing Brand Experiences (Part 2)15分钟
2.7 Signature Pricing10分钟
2.8 Interview with Huib van Bockel11分钟
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10分钟
1 个阅读材料
Optional Reading10分钟
1 个练习
Module 2 Quiz12分钟
3

3

完成时间为 5 小时

Brand Leadership and Alignment

完成时间为 5 小时
13 个视频 (总计 131 分钟), 1 个阅读材料, 2 个测验
13 个视频
3.2 Connecting the Dots (Part 2)10分钟
3.3 From Silos to Synchrony (Part 1)10分钟
3.4 From Silos to Synchrony (Part 2)5分钟
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13分钟
3.6 Aligning the 3Bs at LBS13分钟
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13分钟
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8分钟
3.9 Global Alignment (Part 1)6分钟
3.10 Global Alignment (Part 2)9分钟
3.11 Interview with Keith Weed (CMO, Unilever)17分钟
3.12 Brand Portfolio Management (Part 1)8分钟
3.13 Brand Portfolio Management (Part 2)5分钟
1 个阅读材料
Optional Extras10分钟
1 个练习
Module 3 Quiz14分钟
4

4

完成时间为 4 小时

Brand Practices & Engagement

完成时间为 4 小时
15 个视频 (总计 129 分钟), 1 个阅读材料, 2 个测验
15 个视频
4.2 Brand Practices (Part 2)3分钟
4.3 Brand Practices (Part 3)14分钟
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16分钟
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11分钟
4.6: Interview with Tanya Truman (Lush)8分钟
4.7: Interview with Nik Allebon (Lush)9分钟
4.8 The Six A's of Brand Engagement (Part 1)5分钟
4.9 The Six A's of Brand Engagement (Part 2)10分钟
4.10 The Six A's of Brand Engagement (Part 3)5分钟
4.11 The Six A's of Brand Engagement (Part 4)5分钟
4.12 The ABCs of Behaviour Change (Part 1)8分钟
4.13 The ABCs of Behaviour Change (Part 2)6分钟
4.14 The ABCs of Behaviour Change (Part 3)6分钟
4.15 The ABCs of Behaviour Change (Part 4)4分钟
1 个阅读材料
Optional Reading10分钟
1 个练习
Module 4 Quiz10分钟

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