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.
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营销组合实践 专项课程IE商学院课程信息
101,430 次近期查看
学生职业成果
42%
完成这些课程后已开始新的职业生涯
40%
通过此课程获得实实在在的工作福利
20%
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。
第 1 门课程（共 5 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
完成时间大约为14 小时
英语（English）
字幕：中文（繁体）, 法语（French）, 巴西葡萄牙语, 越南语, 韩语, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）, 蒙古语
您将获得的技能
Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement
学生职业成果
42%
完成这些课程后已开始新的职业生涯
40%
通过此课程获得实实在在的工作福利
20%
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。
第 1 门课程（共 5 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
完成时间大约为14 小时
英语（English）
字幕：中文（繁体）, 法语（French）, 巴西葡萄牙语, 越南语, 韩语, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）, 蒙古语
提供方
IE商学院
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.
教学大纲 - 您将从这门课程中学到什么
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:
完成时间为 3 小时
8 个视频 （总计 59 分钟）, 3 个阅读材料, 2 个测验
8 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
3 个阅读材料
Planning Product Lifecycles10分钟
How to Estimate Market Demand10分钟
Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12分钟
1 个练习
Module 1 Summative Assessment30分钟
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:
完成时间为 4 小时
8 个视频 （总计 52 分钟）, 3 个阅读材料, 2 个测验
8 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
3 个阅读材料
A Brand Guide: The Power of Branding20分钟
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
1 个练习
Module 2 Summative Assessment30分钟
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:
完成时间为 2 小时
10 个视频 （总计 43 分钟）, 3 个阅读材料, 1 个测验
10 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
3 个阅读材料
Build Brand Equity
Reading for Module 3 - Brand Relationship Spectrum20分钟
Reading for Module 3 - Leveraging the Corporate Brand20分钟
1 个练习
Module 3 Summative Assessment30分钟
完成时间为 2 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.
完成时间为 2 小时
6 个视频 （总计 30 分钟）, 2 个阅读材料, 1 个测验
6 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
2 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
1 个练习
Module 4 Summative Assessment30分钟
完成时间为 2 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.
完成时间为 2 小时
7 个视频 （总计 42 分钟）, 2 个阅读材料, 1 个测验
7 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
2 个阅读材料
How to understand my customer's experiences with a product? Use the Customer Experience Journey Tool4分钟
Reading for Module 5: Toward a compelling customer touchpoint architecture25分钟
1 个练习
Module 5 Summative Assessment30分钟
完成时间为 2 小时
Equipping and engaging employees to deliver on the brand promise.
At the end of this module, you will be able to:
完成时间为 2 小时
7 个视频 （总计 40 分钟）, 1 个阅读材料, 1 个测验
7 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
1 个阅读材料
Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25分钟
1 个练习
Module 6 Summative Assessment30分钟
审阅
来自BRAND AND PRODUCT MANAGEMENT的热门评论
由 MT 提供Oct 14, 2020
This course has been very helpful in learning about managing a brand and their products. It has given me free insights on techniques and strategies on how to become a better brand and product manager.
由 RM 提供May 2, 2020
The course was very informative and comprehensive.It is perfectly apt for both a student and a working individual.I wish there could have been a provision of seeing the solutions to quiz's questions.
由 SR 提供Sep 7, 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.
由 SH 提供Jun 19, 2020
I really loved it, it's fruitful, I firstly thought I would get bored and that it would be heavy, but It's really amazing and I already got info from it that I'll be implementing in my real life.
关于 营销组合实践 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.
常见问题
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我订阅此专项课程后会得到什么？
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Is financial aid available?
是的，Coursera 可以为无法承担费用的学生提供助学金。通过点击左侧“注册”按钮下的“助学金”链接可以申请助学金。您可以根据屏幕提示完成申请，申请获批后会收到通知。您需要针对专项课程中的每一门课程完成上述步骤，包括毕业项目。了解更多。
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