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.
Ce cours fait partie de la Spécialisation Mise en œuvre d'un marketing mix
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Spécialisation Mise en œuvre d'un marketing mixIE Business SchoolÀ propos de ce cours
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Cours 1 sur 5 dans le
Approx. 14 heures pour terminer
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Sous-titres : Chinois (traditionnel), Arabe, Français, Portugais (européen), Italien, Vietnamien, Coréen, Allemand, Russe, Anglais, Espagnol, Mongol
Compétences que vous acquerrez
- Brand Architecture
- Product Management
- Brand Management
- Brand Engagement
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 1 sur 5 dans le
Approx. 14 heures pour terminer
Anglais
Sous-titres : Chinois (traditionnel), Arabe, Français, Portugais (européen), Italien, Vietnamien, Coréen, Allemand, Russe, Anglais, Espagnol, Mongol
Offert par
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.
Programme de cours : ce que vous apprendrez dans ce cours
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:
3 heures pour terminer
8 vidéos (Total 59 min), 3 lectures, 2 quiz
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:
4 heures pour terminer
8 vidéos (Total 52 min), 3 lectures, 2 quiz
2 heures pour terminer
Knowing how to communicate your offering: Brand Architecture & naming.
At the end of this module, you will be able to:
2 heures pour terminer
10 vidéos (Total 43 min), 3 lectures, 1 quiz
2 heures 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.
2 heures pour terminer
6 vidéos (Total 30 min), 2 lectures, 1 quiz
2 heures 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.
2 heures pour terminer
7 vidéos (Total 42 min), 2 lectures, 1 quiz
2 heures pour terminer
Equipping and engaging employees to deliver on the brand promise.
At the end of this module, you will be able to:
2 heures pour terminer
7 vidéos (Total 40 min), 1 lecture, 1 quiz
Avis
- 5 stars75,08 %
- 4 stars20,58 %
- 3 stars3,09 %
- 2 stars0,55 %
- 1 star0,67 %
Meilleurs avis pour GESTION DE MARQUE ET DE PRODUITS
par JK13 juin 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.
par AF7 juil. 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!
par ST22 févr. 2019
Great concepts that can easily get overlooked while working to create one's own brand. Great content delivery and actual use cases help in easy understanding of all concepts
par M15 oct. 2020
This course is very and practical course and has an incredible way of relaying the information and illustrating the practical application of tools and models to the real business environment.
À propos du Spécialisation Mise en œuvre d'un marketing mix
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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