课程信息
4.6
852 个评分
182 个审阅
专项课程

第 1 门课程(共 5 门)

100% 在线

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

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为13 小时

建议:7 hours/week...
可选语言

英语(English)

字幕:英语(English), 蒙古语, 韩语

您将获得的技能

Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement
专项课程

第 1 门课程(共 5 门)

100% 在线

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

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为13 小时

建议:7 hours/week...
可选语言

英语(English)

字幕:英语(English), 蒙古语, 韩语

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 3 小时

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....
Reading
8 个视频 (总计 59 分钟), 1 个阅读材料, 2 个测验
Video8 个视频
1.0 Introduction to the course.10分钟
1.1 How do you classify new products and what is the product mix?8分钟
1.2 What is the product lifecycle?6分钟
1.3 How to grow your product offering?7分钟
1.4 How to calculate demand for your product.7分钟
1.5 How to develop and launch new products.9分钟
1.6 Defining your product pipeline.8分钟
Reading1 个阅读材料
Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12分钟
Quiz1 个练习
Module 1 Summative Assessment12分钟
完成时间(小时)
完成时间为 4 小时

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....
Reading
8 个视频 (总计 52 分钟), 2 个阅读材料, 2 个测验
Video8 个视频
2.1 Inputs for developing your brand.7分钟
2.2 How to analyze your competitors.8分钟
2.3 Defining your brand model.4分钟
2.4 What is a brand essence and why is it so important?7分钟
2.5 What are brand values and why do you need them?4分钟
2.6 Connecting all the dots: Translating your brand into a positioning statement.5分钟
2.7 Evaluating your brand strategy.6分钟
Reading2 个阅读材料
Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).15分钟
Reading for Module 2 - Power of the Branded Differentiator20分钟
Quiz1 个练习
Module 2 Summative Assessment12分钟
2
完成时间(小时)
完成时间为 2 小时

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....
Reading
10 个视频 (总计 43 分钟), 2 个阅读材料, 1 个测验
Video10 个视频
3.1 Brand equity and its relevance in your business.4分钟
3.2 Which are the different models of brand architecture?7分钟
3.3 What a branded house is and when to use it.4分钟
3.4 What a house of brands is and when to use it.3分钟
3.5 What a hybrid model is and when to use it.3分钟
3.6 How to develop a brand architecture - part 1.6分钟
How to develop brand architecture - part 2.3分钟
3.7 Top 5 indicators of a brand architecture issue or opportunity.2分钟
3.8 Things to consider when naming your brand.2分钟
Reading2 个阅读材料
Reading for Module 3 - Brand Relationship Spectrum20分钟
Reading for Module 3 - Leveraging the Corporate Brand20分钟
Quiz1 个练习
Module 3 Summative Assessment12分钟
3
完成时间(小时)
完成时间为 1 小时

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....
Reading
6 个视频 (总计 30 分钟), 2 个阅读材料, 1 个测验
Video6 个视频
4.1 What is the relationship between brand portfolio and brand architecture?5分钟
4.2 How to develop your brand portfolio - part 1.6分钟
4.2b. How to develop your brand portfolio - part 2.5分钟
4.3 Managing your brand portfolio (I)6分钟
4.4 Managing your brand portfolio (II)2分钟
Reading2 个阅读材料
Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).22分钟
Reading for Module 4 - Making brand portfolios work15分钟
Quiz1 个练习
Module 4 Summative Assessment12分钟
完成时间(小时)
完成时间为 1 小时

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....
Reading
7 个视频 (总计 42 分钟), 1 个阅读材料, 1 个测验
Video7 个视频
5.1 What is the purchase funnel?7分钟
5.2 The touchpoint concept.6分钟
5.3 Identifying your touchpoints.6分钟
5.4 Prioritizing the key touchpoints.7分钟
5.5 Defining the touchpoints roles.3分钟
5.6 Implementing the brand at the key touchpoints.3分钟
Reading1 个阅读材料
Reading for Module 5: Toward a compelling customer touchpoint architecture25分钟
Quiz1 个练习
Module 5 Summative Assessment12分钟
4
完成时间(小时)
完成时间为 1 小时

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. ...
Reading
7 个视频 (总计 40 分钟), 1 个阅读材料, 1 个测验
Video7 个视频
6.1 Defining your internal communication and training program.8分钟
6.2 Embedding the brand throughout the organization.8分钟
6.3 Measuring and tracking internal brand behavior.7分钟
6.4 Key success factors for your brand engagement program.8分钟
6.5 Closing remarks1分钟
Our next course: Pricing Strategy.46
Reading1 个阅读材料
Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25分钟
Quiz1 个练习
Module 6 Summative Assessment12分钟
4.6
182 个审阅Chevron Right
职业方向

30%

完成这些课程后已开始新的职业生涯
工作福利

38%

通过此课程获得实实在在的工作福利
职业晋升

24%

加薪或升职

热门审阅

创建者 SRSep 8th 2018

A very good course for those who are new or looking to refresh their knowledge of brand management. All the concepts are explained well, and provide a solid foundation for building up in this field.

创建者 JMAug 15th 2016

Very enjoyable, easily translatable to real world scenarios and completely relevant and focused. It was a joy to learn and I had a lot to implement after successful completion of this course

讲师

Avatar

Luis Rodriguez Baptista

Professor
Marketing

关于 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....

关于 Marketing Mix Implementation 专项课程

In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix....
Marketing Mix Implementation

常见问题

  • 注册以便获得证书后,您将有权访问所有视频、测验和编程作业(如果适用)。只有在您的班次开课之后,才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程,可能无法访问某些作业。

  • 您注册课程后,将有权访问专项课程中的所有课程,并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中,您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容,可以免费旁听课程。

还有其他问题吗?请访问 学生帮助中心