本課程是营销组合实践專項課程專項課程的一部分

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2,446 個評分

Luis Rodriguez Baptista

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营销组合实践專項課程IE商学院

課程信息

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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.

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第 1 門課程（共 5 門）

营销组合实践專項課程

完成時間大約為14 小時

英語（English）

對員工進行熱門技能培訓能否為您的公司帶來益處？

體驗 Coursera 企業版

您將獲得的技能

Brand Architecture
Product Management
Brand Management
Brand Engagement

可靈活調整截止日期

根據您的日程表重置截止日期。

可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

第 1 門課程（共 5 門）

营销组合实践專項課程

完成時間大約為14 小時

英語（English）

對員工進行熱門技能培訓能否為您的公司帶來益處？

體驗 Coursera 企業版

授課教師

授課教師評分

4.72/5 （443 個評分）

Luis Rodriguez Baptista

提供方

IE商学院

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.

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授課大綱 - 您將從這門課程中學到什麼

內容評分95%（7,454 個評分）

週

週 1

完成時間為 3 小時

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

完成時間為 3 小時

8 個視頻（總計 59 分鐘）, 3 個閱讀材料, 2 個測驗

8 個視頻

Welcome to the course.44

1.0 Introduction to the course.10分鐘

1.1 How do you classify new products and what is the product mix?8分鐘

1.2 What is the product lifecycle?6分鐘

1.3 How to grow your product offering?7分鐘

1.4 How to calculate demand for your product.7分鐘

1.5 How to develop and launch new products.9分鐘

1.6 Defining your product pipeline.8分鐘

3 個閱讀材料

Why Most Product Launches Fail10分鐘

How to Estimate Market Demand10分鐘

Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12分鐘

1 個練習

Module 1 Summative Assessment30分鐘

完成時間為 4 小時

Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.

完成時間為 4 小時

8 個視頻（總計 52 分鐘）, 3 個閱讀材料, 2 個測驗

8 個視頻

2.0 What is a brand and why do you need one?6分鐘

2.1 Inputs for developing your brand.7分鐘

2.2 How to analyze your competitors.8分鐘

2.3 Defining your brand model.4分鐘

2.4 What is a brand essence and why is it so important?7分鐘

2.5 What are brand values and why do you need them?4分鐘

2.6 Connecting all the dots: Translating your brand into a positioning statement.5分鐘

2.7 Evaluating your brand strategy.6分鐘

3 個閱讀材料

A Brand Guide: The Power of Branding20分鐘

Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).15分鐘

Reading for Module 2 - Power of the Branded Differentiator20分鐘

1 個練習

Module 2 Summative Assessment30分鐘

週

週 2

完成時間為 2 小時

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

完成時間為 2 小時

10 個視頻（總計 43 分鐘）, 3 個閱讀材料, 1 個測驗

10 個視頻

3.0 What Brand Architecture is and why you need it.3分鐘

3.1 Brand equity and its relevance in your business.4分鐘

3.2 Which are the different models of brand architecture?7分鐘

3.3 What a branded house is and when to use it.4分鐘

3.4 What a house of brands is and when to use it.3分鐘

3.5 What a hybrid model is and when to use it.3分鐘

3.6 How to develop a brand architecture - part 1.6分鐘

How to develop brand architecture - part 2.3分鐘

3.7 Top 5 indicators of a brand architecture issue or opportunity.2分鐘

3.8 Things to consider when naming your brand.2分鐘

3 個閱讀材料

Build Brand Equity

Reading for Module 3 - Brand Relationship Spectrum20分鐘

Reading for Module 3 - Leveraging the Corporate Brand20分鐘

1 個練習

Module 3 Summative Assessment30分鐘

週

週 3

完成時間為 2 小時

Building your brand portfolio.

完成時間為 2 小時

6 個視頻（總計 30 分鐘）, 2 個閱讀材料, 1 個測驗

6 個視頻

4.0 What a product and brand portfolio is and why you need to define it.3分鐘

4.1 What is the relationship between brand portfolio and brand architecture?5分鐘

4.2 How to develop your brand portfolio - part 1.6分鐘

4.2b. How to develop your brand portfolio - part 2.5分鐘

4.3 Managing your brand portfolio (I)6分鐘

4.4 Managing your brand portfolio (II)2分鐘

2 個閱讀材料

Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).22分鐘

Reading for Module 4 - Making brand portfolios work15分鐘

1 個練習

Module 4 Summative Assessment30分鐘

完成時間為 2 小時

Translating your brand into compelling customer experiences.

完成時間為 2 小時

7 個視頻（總計 42 分鐘）, 2 個閱讀材料, 1 個測驗

7 個視頻

5.0 The customer experience journey.7分鐘

5.1 What is the purchase funnel?7分鐘

5.2 The touchpoint concept.6分鐘

5.3 Identifying your touchpoints.6分鐘

5.4 Prioritizing the key touchpoints.7分鐘

5.5 Defining the touchpoints roles.3分鐘

5.6 Implementing the brand at the key touchpoints.3分鐘

2 個閱讀材料

How to understand my customer's experiences with a product? Use the Customer Experience Journey Tool4分鐘

Reading for Module 5: Toward a compelling customer touchpoint architecture25分鐘

1 個練習

Module 5 Summative Assessment30分鐘

週

週 4

完成時間為 2 小時

Equipping and engaging employees to deliver on the brand promise.

完成時間為 2 小時

7 個視頻（總計 40 分鐘）, 1 個閱讀材料, 1 個測驗

7 個視頻

6.0 What is brand engagement and why do you need it?5分鐘

6.1 Defining your internal communication and training program.8分鐘

6.2 Embedding the brand throughout the organization.8分鐘

6.3 Measuring and tracking internal brand behavior.7分鐘

6.4 Key success factors for your brand engagement program.8分鐘

6.5 Closing remarks1分鐘

Our next course: Pricing Strategy.46

1 個閱讀材料

Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25分鐘

1 個練習

Module 6 Summative Assessment30分鐘

審閱

4.7

534 條評論

5 stars
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4 stars
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3 stars
3.14%
2 stars
0.57%
1 star
0.65%

來自品牌和产品管理的熱門評論

由 EE 提供2017年7月16日

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.

由 JK 提供2019年6月13日

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.

由 RG 提供2020年4月8日

The course was very well explained and articulated by the professor. There may be few more real time examples to be added especial in the last chapter covering employee engagement.

由 JM 提供2016年8月14日

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

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關於营销组合实践專項課程

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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