本课程是营销组合实践专项课程专项课程的一部分

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Luis Rodriguez Baptista

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营销组合实践专项课程IE商学院

课程信息

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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.

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第 1 门课程（共 5 门）

营销组合实践专项课程

完成时间大约为14 小时

英语（English）

字幕：中文（繁体）, 阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 意大利语, 越南语, 韩语, 德语（German）, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）, 蒙古语

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体验 Coursera 企业版

您将获得的技能

Brand Architecture
Product Management
Brand Management
Brand Engagement

可灵活调整截止日期

根据您的日程表重置截止日期。

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）

营销组合实践专项课程

完成时间大约为14 小时

英语（English）

对员工进行热门技能培训能否为您的公司带来益处？

体验 Coursera 企业版

授课教师

授课教师评分

4.73/5 （430 个评分）

Luis Rodriguez Baptista

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.

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.

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授课大纲 - 您将从这门课程中学到什么

内容评分95%（7,262 个评分）

周

周 1

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

Welcome to the course.44

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

Why Most Product Launches Fail10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

2.0 What is a brand and why do you need one?6分钟

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

周

周 2

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

3.0 What Brand Architecture is and why you need it.3分钟

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

周

周 3

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

4.0 What a product and brand portfolio is and why you need to define it.3分钟

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

5.0 The customer experience journey.7分钟

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

周

周 4

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

6.0 What is brand engagement and why do you need it?5分钟

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

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来自品牌和产品管理的热门评论

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.

Thank you for this awesome course!

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.

由 VB 提供Apr 20, 2020

The course was really very engaging with lots of examples from the industry and live cases. Professor had an excellent way of teaching the course. I would highly recommend this course.

由 TV 提供Aug 18, 2020

Excellent pace of teaching and impeccable course content development i'm fully satisfied and learned with fantastic experience! thank you very much! it'll definitley help for my career.

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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.

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