课程信息

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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%

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可分享的证书
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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
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完成时间大约为14 小时
英语(English)

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)

讲师

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IE商学院

教学大纲 - 您将从这门课程中学到什么

内容评分Thumbs Up95%(6,132 个评分)Info
1

1

完成时间为 3 小时

Launching new products and the challenge of managing their life-cycle.

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.

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
2

2

完成时间为 2 小时

Knowing how to communicate your offering: Brand Architecture & naming.

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
3

3

完成时间为 2 小时

Building your brand portfolio.

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.

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
4

4

完成时间为 2 小时

Equipping and engaging employees to deliver on the brand promise.

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

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