About this course: 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. Luis Rodriguez Baptista - a professor at IE University and Marekting Consultant - will guide you through six modules that look at first understanding the challenge of managing products through their 'life-cycle' and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise. The course features interviews with consumer and industry professionals, which help illustrate the importance of brand strategy. Brand and product management is a unique course which enables you to first understand the importance of brand and product management and then use brand development, architecture and portfolios, in order to achieve success.

Who is this class for: This course is aimed at anyone with ambitions of a career in marekting and/or professionals who are looking to use brand and product management to enhance the products in their own business or in the company that they work for.

Created by: IE Business School

Taught by: Luis Rodriguez Baptista, Professor
Marketing

Basic Info	Course 1 of 5 in the Marketing Mix Implementation Specialization.
Language	English, Subtitles: Mongolian
Hardware Req	not required
How To Pass	Pass all graded assignments to complete the course.
User Ratings	4.6 stars Average User Rating 4.6See what learners said

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.

8 videos, 1 reading

Graded: Module 1 Summative Assessment

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.

8 videos, 2 readings

Graded: Module 2 Summative Assessment

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.

10 videos, 2 readings

Graded: Module 3 Summative Assessment

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.

6 videos, 2 readings

Graded: Module 4 Summative Assessment

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.

7 videos, 1 reading

Graded: Module 5 Summative Assessment

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.

7 videos, 1 reading

Graded: Module 6 Summative Assessment

FAQs

How It Works

Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

Help from Your Peers

Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

Earn official recognition for your work, and share your success with friends, colleagues, and employers.

Creators

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.

Pricing

	Audit	Purchase Course
Access to course materials	Available	Available
Access to graded materials	Not available	Available
Receive a final grade	Not available	Available
Earn a shareable Course Certificate	Not available	Available

Ratings and Reviews

Rated 4.6 out of 5 of 499 ratings

I have loved the course. The Content, Study Materials everything was top notch. Thumbs Up (y)

It was an exciting journey getting to understand the intricacies behind brands and how they can be managed successfully. The lessons were in-depth and the examples were explicitly simple.

I feel this is the most exhaustive course one can find on coursera. All one need to know about the branding and product management is at one place.

Excellent course indeed

Share

Brand and Product Management

Brand and Product Management

Brand and Product Management