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.
提供方
课程信息
92,258 次近期查看
学生职业成果
46%
完成这些课程后已开始新的职业生涯
44%
通过此课程获得实实在在的工作福利
22%
加薪或升职
您将获得的技能
Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement
学生职业成果
46%
完成这些课程后已开始新的职业生涯
44%
通过此课程获得实实在在的工作福利
22%
加薪或升职
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17 小时
英语（English）
字幕：中文（繁体）, 越南语, 韩语, 英语（English）, 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 4 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 4 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 Assessment12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 Assessment12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 Assessment12分钟
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.
完成时间为 1 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 Assessment12分钟
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.
完成时间为 1 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 Assessment12分钟
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:
完成时间为 1 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 Assessment12分钟
审阅
4.7
来自BRAND AND PRODUCT MANAGEMENT的热门评论
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 JM 提供Aug 14, 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
由 J 提供Jun 13, 2019
Very practical course taught by giving real time examples. The assignments,quizzes and reading materials were extremely amazing based on real life situations. Learnt a lot from the course.
由 EE 提供Jul 16, 2017
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.
由 AF 提供Jul 7, 2016
This is the best course I have taken on Coursera so far. I highly recommend it to anyone who is interested in marketing, branding or management.\n\nThank you for this awesome course!
由 IP 提供Mar 8, 2017
The course (videos and especially teacher) are very well done and I've enjoyed that however in my opinion the content is more for marketing beginners and doesn't go much in depth.
由 ST 提供Feb 22, 2019
Great concepts that can easily get overlooked while working to create one's own brand.\n\nGreat content delivery and actual use cases help in easy understanding of all concepts
由 SS 提供Jul 27, 2018
Very Good Course to enhance your understanding regarding customer analysis to product analysis. Must for someone who is planing his career in Marketing of product and Brand.
由 AS 提供Nov 10, 2017
I was new to product management and branding strategies and this course was enlighthing! The course is super interesting and explained very well. Definitely recommended!
由 FL 提供Mar 5, 2016
Great course with solid content and concepts, i definitely recommend it.\n\nI didn't gave a 5 star review only because i felt that more examples were needed on module 4.
由 KM 提供Oct 27, 2017
Excellent Course. Was well structured and thought out! I will definitely refer back to this course in the future in case of Brand Management challenges in my company.
由 FA 提供May 26, 2016
The lecturer is so engaging and easy to learn from. Really practical and doesn't use jargon. The industry words he uses he explains well so perfect for a beginner.
由 SS 提供Nov 27, 2016
A very nicely crafted course on brand and product management. Explained in a detailed and structured manner with abundant examples. Awesome learning experience!
由 SR 提供Aug 6, 2017
The course was quite insightful, however, I felt more case studies could have been shared. The concepts were well explained, but it was quite theoretical.
由 KJ 提供Feb 26, 2020
Topics , content and examples are really helped to learn the importance of each steps and processes need to be followed in brand and product management.
由 CM 提供Feb 9, 2018
This is a great course to learn some of the fundamentals of product and brand management (though the primary focus of the course seems to be on brand).
由 JT 提供Sep 14, 2018
Another great coursera course. The full course dealt with formal product portfolio management. I will be implementing these practices in my company.
由 SM 提供Jun 28, 2017
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.
由 HY 提供Jul 29, 2019
This course is an eye-opener. A lot of things that are taking for granted by entrepreneurs that could have a long-lasting effect on their business.
由 KS 提供Jun 23, 2019
Amazing knowledge taken from this course out of an outstanding professor. I've really learned a lot. It added strategic thinking to my reasoning.
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
我什么时候能够访问课程视频和作业？
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。
我订阅此专项课程后会得到什么？
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。
退款政策是如何规定的？
有助学金吗？
还有其他问题吗？请访问 学生帮助中心。
