About this course: 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.
Who is this class for: This course is aimed at anyone with ambitions of a career in marekting and/or professionals who are looking to use brand and product management to enhance the products in their own business or in the company that they work for.
Created by: IE Business School
Taught by: Luis Rodriguez Baptista, Professor
Marketing
| Basic Info |
Course 1 of 5 in the
Marketing Mix Implementation Specialization.
|
| Language | English, Subtitles: Mongolian |
| Hardware Req | not required |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
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.
8 videos, 1 reading
- Video: Welcome to the course.
- Video: 1.0 Introduction to the course.
- Video: 1.1 How do you classify new products and what is the product mix?
- Video: 1.2 What is the product lifecycle?
- Video: 1.3 How to grow your product offering?
- Video: 1.4 How to calculate demand for your product.
- Video: 1.5 How to develop and launch new products.
- Video: 1.6 Defining your product pipeline.
- Reading: Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).
- Peer Review: Calculating product demand.
- Discussion Prompt: What are your goals and outcome for the course?
Graded: Module 1 Summative Assessment
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.
8 videos, 2 readings
- Video: 2.0 What is a brand and why do you need one?
- Video: 2.1 Inputs for developing your brand.
- Video: 2.2 How to analyze your competitors.
- Video: 2.3 Defining your brand model.
- Video: 2.4 What is a brand essence and why is it so important?
- Video: 2.5 What are brand values and why do you need them?
- Reading: Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).
- Video: 2.6 Connecting all the dots: Translating your brand into a positioning statement.
- Video: 2.7 Evaluating your brand strategy.
- Reading: Reading for Module 2 - Power of the Branded Differentiator
- Peer Review: The product lifecycle.
- Discussion Prompt: Feedback after assessment.
Graded: Module 2 Summative Assessment
WEEK 2
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.
10 videos, 2 readings
- Video: 3.0 What Brand Architecture is and why you need it.
- Video: 3.1 Brand equity and its relevance in your business.
- Video: 3.2 Which are the different models of brand architecture?
- Video: 3.3 What a branded house is and when to use it.
- Video: 3.4 What a house of brands is and when to use it.
- Video: 3.5 What a hybrid model is and when to use it.
- Video: 3.6 How to develop a brand architecture - part 1.
- Video: How to develop brand architecture - part 2.
- Video: 3.7 Top 5 indicators of a brand architecture issue or opportunity.
- Video: 3.8 Things to consider when naming your brand.
- Reading: Reading for Module 3 - Brand Relationship Spectrum
- Reading: Reading for Module 3 - Leveraging the Corporate Brand
Graded: Module 3 Summative Assessment
WEEK 3
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.
6 videos, 2 readings
- Video: 4.0 What a product and brand portfolio is and why you need to define it.
- Video: 4.1 What is the relationship between brand portfolio and brand architecture?
- Video: 4.2 How to develop your brand portfolio - part 1.
- Video: 4.2b. How to develop your brand portfolio - part 2.
- Video: 4.3 Managing your brand portfolio (I)
- Video: 4.4 Managing your brand portfolio (II)
- Reading: Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).
- Reading: Reading for Module 4 - Making brand portfolios work
Graded: Module 4 Summative Assessment
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.
7 videos, 1 reading
- Video: 5.0 The customer experience journey.
- Video: 5.1 What is the purchase funnel?
- Video: 5.2 The touchpoint concept.
- Video: 5.3 Identifying your touchpoints.
- Video: 5.4 Prioritizing the key touchpoints.
- Video: 5.5 Defining the touchpoints roles.
- Video: 5.6 Implementing the brand at the key touchpoints.
- Reading: Reading for Module 5: Toward a compelling customer touchpoint architecture
Graded: Module 5 Summative Assessment
WEEK 4
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.
7 videos, 1 reading
- Video: 6.0 What is brand engagement and why do you need it?
- Video: 6.1 Defining your internal communication and training program.
- Video: 6.2 Embedding the brand throughout the organization.
- Video: 6.3 Measuring and tracking internal brand behavior.
- Video: 6.4 Key success factors for your brand engagement program.
- Video: 6.5 Closing remarks
- Reading: Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage
- Video: Our next course: Pricing Strategy.
Graded: Module 6 Summative Assessment
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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.
Pricing
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
It was an exciting journey getting to understand the intricacies behind brands and how they can be managed successfully. The lessons were in-depth and the examples were explicitly simple.
I feel this is the most exhaustive course one can find on coursera. All one need to know about the branding and product management is at one place.
Excellent course indeed
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MB
I have loved the course. The Content, Study Materials everything was top notch. Thumbs Up (y)