À propos de ce cours
4.6
847 notes
181 avis
Spécialisation
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Heures pour terminer

Approx. 13 heures pour terminer

Recommandé : 7 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais, Mongol, Coréen

Compétences que vous acquerrez

Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement
Spécialisation
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Heures pour terminer

Approx. 13 heures pour terminer

Recommandé : 7 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais, Mongol, Coréen

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
Heures pour terminer
3 heures pour terminer

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....
Reading
8 videos (Total 59 min), 1 lecture, 2 quiz
Video8 vidéos
1.0 Introduction to the course.10 min
1.1 How do you classify new products and what is the product mix?8 min
1.2 What is the product lifecycle?6 min
1.3 How to grow your product offering?7 min
1.4 How to calculate demand for your product.7 min
1.5 How to develop and launch new products.9 min
1.6 Defining your product pipeline.8 min
Reading1 lecture
Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12 min
Quiz1 exercice pour s'entraîner
Module 1 Summative Assessment12 min
Heures pour terminer
4 heures pour terminer

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....
Reading
8 videos (Total 52 min), 2 lectures, 2 quiz
Video8 vidéos
2.1 Inputs for developing your brand.7 min
2.2 How to analyze your competitors.8 min
2.3 Defining your brand model.4 min
2.4 What is a brand essence and why is it so important?7 min
2.5 What are brand values and why do you need them?4 min
2.6 Connecting all the dots: Translating your brand into a positioning statement.5 min
2.7 Evaluating your brand strategy.6 min
Reading2 lectures
Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).15 min
Reading for Module 2 - Power of the Branded Differentiator20 min
Quiz1 exercice pour s'entraîner
Module 2 Summative Assessment12 min
Semaine
2
Heures pour terminer
2 heures pour terminer

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....
Reading
10 videos (Total 43 min), 2 lectures, 1 quiz
Video10 vidéos
3.1 Brand equity and its relevance in your business.4 min
3.2 Which are the different models of brand architecture?7 min
3.3 What a branded house is and when to use it.4 min
3.4 What a house of brands is and when to use it.3 min
3.5 What a hybrid model is and when to use it.3 min
3.6 How to develop a brand architecture - part 1.6 min
How to develop brand architecture - part 2.3 min
3.7 Top 5 indicators of a brand architecture issue or opportunity.2 min
3.8 Things to consider when naming your brand.2 min
Reading2 lectures
Reading for Module 3 - Brand Relationship Spectrum20 min
Reading for Module 3 - Leveraging the Corporate Brand20 min
Quiz1 exercice pour s'entraîner
Module 3 Summative Assessment12 min
Semaine
3
Heures pour terminer
1 heure pour terminer

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....
Reading
6 videos (Total 30 min), 2 lectures, 1 quiz
Video6 vidéos
4.1 What is the relationship between brand portfolio and brand architecture?5 min
4.2 How to develop your brand portfolio - part 1.6 min
4.2b. How to develop your brand portfolio - part 2.5 min
4.3 Managing your brand portfolio (I)6 min
4.4 Managing your brand portfolio (II)2 min
Reading2 lectures
Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).22 min
Reading for Module 4 - Making brand portfolios work15 min
Quiz1 exercice pour s'entraîner
Module 4 Summative Assessment12 min
Heures pour terminer
1 heure pour terminer

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....
Reading
7 videos (Total 42 min), 1 lecture, 1 quiz
Video7 vidéos
5.1 What is the purchase funnel?7 min
5.2 The touchpoint concept.6 min
5.3 Identifying your touchpoints.6 min
5.4 Prioritizing the key touchpoints.7 min
5.5 Defining the touchpoints roles.3 min
5.6 Implementing the brand at the key touchpoints.3 min
Reading1 lecture
Reading for Module 5: Toward a compelling customer touchpoint architecture25 min
Quiz1 exercice pour s'entraîner
Module 5 Summative Assessment12 min
Semaine
4
Heures pour terminer
1 heure pour terminer

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. ...
Reading
7 videos (Total 40 min), 1 lecture, 1 quiz
Video7 vidéos
6.1 Defining your internal communication and training program.8 min
6.2 Embedding the brand throughout the organization.8 min
6.3 Measuring and tracking internal brand behavior.7 min
6.4 Key success factors for your brand engagement program.8 min
6.5 Closing remarks1 min
Our next course: Pricing Strategy. min
Reading1 lecture
Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25 min
Quiz1 exercice pour s'entraîner
Module 6 Summative Assessment12 min
4.6
181 avisChevron Right
Orientation de carrière

30%

a commencé une nouvelle carrière après avoir terminé ces cours
Avantage de carrière

83%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours
Promotion de carrière

24%

a obtenu une augmentation de salaire ou une promotion

Meilleurs avis

par SRSep 8th 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.

par JMAug 15th 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

Enseignant

Avatar

Luis Rodriguez Baptista

Professor
Marketing

À propos de 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....

À propos de la Spécialisation Marketing Mix Implementation

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....
Marketing Mix Implementation

Foire Aux Questions

  • Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.

  • Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.

D'autres questions ? Visitez le Centre d'Aide pour les Etudiants.