课程信息
4.9
110 个评分
41 个审阅
100% online

100% online

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
初级

初级

完成时间(小时)

完成时间大约为25 小时

建议:5 hours/week...
可选语言

英语(English)

字幕:英语(English)...

您将获得的技能

Corporate BrandingBrand MarketingBrand ManagementBrand Identity
100% online

100% online

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
初级

初级

完成时间(小时)

完成时间大约为25 小时

建议:5 hours/week...
可选语言

英语(English)

字幕:英语(English)...

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 4 小时

Brand Purpose & Experience

Welcome to Module 1! In this module, we'll cover the following topics: Traditional notions of branding; Changing market conditions for brands; A new approach to branding. As well as the lecture videos, you will also be learning through interviews with brand practitioners such as Bethany Koby, Director of Technology Will Save us and David Kershaw, CEO of M&C Saatchi. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module....
Reading
8 个视频(共 71 分钟), 3 个阅读材料, 2 个测验
Video8 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
Reading3 个阅读材料
Start Here10分钟
Glossary10分钟
Optional Reading10分钟
Quiz1 个练习
Module 1 Quiz14分钟
2
完成时间(小时)
完成时间为 4 小时

Brand Design & Delivery

Welcome to Module 2! In this module, we'll cover the following topics:Brand experiences as the basis for differentiation; How to design brand experiences, as different from products and services; Pricing as a differentiating brand experience. As well as the lecture videos, you will also be learning through interviews with brand practitioner Hub van Bockel, an independent consultant and author and with Professor Bernd H. Schmitt of Columbia Business School. There are optional readings to supplement your understanding, a quiz with 6 questions to test your learning and a peer review assignment based on a task connected to this module. ...
Reading
9 个视频(共 98 分钟), 1 个阅读材料, 2 个测验
Video9 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
Reading1 个阅读材料
Optional Reading10分钟
Quiz1 个练习
Module 2 Quiz12分钟
3
完成时间(小时)
完成时间为 5 小时

Brand Leadership and Alignment

Welcome to Module 3! In this module, we'll cover the following topics: Aligning the strategies for business, brand and behaviour; Strategic brand portfolio alignment; Delivering global brand alignment. As well as the lecture videos, you will also be learning through interviews with practitioners, Ije Nwokorie, CEO of Wolff Olins, Helen Casey and Henk Viljoen, both of Old Mutual and Keith Weed, CMO of Unilever. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module....
Reading
13 个视频(共 131 分钟), 1 个阅读材料, 2 个测验
Video13 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
Reading1 个阅读材料
Optional Extras10分钟
Quiz1 个练习
Module 3 Quiz14分钟
4
完成时间(小时)
完成时间为 4 小时

Brand Practices & Engagement

Welcome to Module 4! In this module, we'll cover the following topics:How to design human resource brand best-practices; A model for engaging employees with the brand; The ABCs of behavioural change. As well as the lecture videos, you will also be learning through interviews with practitioners Helen Edwards of Passionbrand, Richard Hytner of Saatchi & Saatchi, Tanya Truman and Nik Allebon of Lush. There are optional readings to supplement your understanding, a quiz with 5 questions to test your learning and a peer review assignment based on a task connected to this module. ...
Reading
15 个视频(共 129 分钟), 1 个阅读材料, 2 个测验
Video15 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
Reading1 个阅读材料
Optional Reading10分钟
Quiz1 个练习
Module 4 Quiz10分钟
4.9
41 个审阅Chevron Right

热门审阅

创建者 CRMar 22nd 2018

This course is great! Really interesting interviews and recommended reads. Up-to-date theories and information, with examples from all over the world and markets.

创建者 MAJun 15th 2018

Great instructor and very thorough and interesting material! All of the concepts learned can be applied to multiple situations and experiences. Highly recommend.

讲师

Avatar

Nader Tavassoli

Professor of Marketing
London Business School

关于 University of London

The University of London is a federal University which includes 18 world leading Colleges. Our distance learning programmes were founded in 1858 and have enriched the lives of thousands of students, delivering high quality University of London degrees wherever our students are across the globe. Our alumni include 7 Nobel Prize winners. Today, we are a global leader in distance and flexible study, offering degree programmes to over 50,000 students in over 180 countries. To find out more about studying for one of our degrees where you are, visit www.london.ac.uk...

关于 London Business School

London Business School was founded in 1964 and joined the University of London in 1965. London Business School is a leading global business school and is one of the few in the world to have the triple crown accreditation (AACSB, EQUIS, AMBA). The School was ranked the best business school in Europe for three years in a row (2014-2016) by the Financial Times and was ranked second in the world for Business and Management Studies in 2016 by the QS Rankings. The School offers post-graduate degrees and covers seven subject areas – Accounting, Economics, Finance, Management Science and Operations, Marketing, Organisational Behaviour and Strategy and Entrepreneurship. ...

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