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.
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Spécialisation Mise en œuvre d'un marketing mixIE Business SchoolÀ propos de ce cours
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Résultats de carrière des étudiants
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40%
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20%
a obtenu une augmentation de salaire ou une promotion
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Approx. 14 heures pour terminer
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Sous-titres : Chinois (traditionnel), Français, Portugais (brésilien), Vietnamien, Coréen, Russe, Anglais, Espagnol, Mongol
Compétences que vous acquerrez
Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement
Résultats de carrière des étudiants
42%
ont commencé une nouvelle carrière après avoir terminé ce cours
40%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
20%
a obtenu une augmentation de salaire ou une promotion
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
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Approx. 14 heures pour terminer
Anglais
Sous-titres : Chinois (traditionnel), Français, Portugais (brésilien), Vietnamien, Coréen, 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 du 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
8 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
3 lectures
Planning Product Lifecycles10 min
How to Estimate Market Demand10 min
Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12 min
1 exercice pour s'entraîner
Module 1 Summative Assessment30 min
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
8 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
3 lectures
A Brand Guide: The Power of Branding20 min
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
1 exercice pour s'entraîner
Module 2 Summative Assessment30 min
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
10 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
3 lectures
Build Brand Equity
Reading for Module 3 - Brand Relationship Spectrum20 min
Reading for Module 3 - Leveraging the Corporate Brand20 min
1 exercice pour s'entraîner
Module 3 Summative Assessment30 min
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
6 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
2 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
1 exercice pour s'entraîner
Module 4 Summative Assessment30 min
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
7 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
2 lectures
How to understand my customer's experiences with a product? Use the Customer Experience Journey Tool4 min
Reading for Module 5: Toward a compelling customer touchpoint architecture25 min
1 exercice pour s'entraîner
Module 5 Summative Assessment30 min
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
7 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.46s
1 lecture
Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25 min
1 exercice pour s'entraîner
Module 6 Summative Assessment30 min
Avis
Meilleurs avis pour BRAND AND PRODUCT MANAGEMENT
par MT14 oct. 2020
This course has been very helpful in learning about managing a brand and their products. It has given me free insights on techniques and strategies on how to become a better brand and product manager.
par RM2 mai 2020
The course was very informative and comprehensive.It is perfectly apt for both a student and a working individual.I wish there could have been a provision of seeing the solutions to quiz's questions.
par SR7 sept. 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 SH19 juin 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.
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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