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IE Business School

Brand and Product Management

IE Business School via Coursera

Overview

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The main objective is identify the critical information needed to develop a product and brand strategy that generates both quick wins and long-term value. Along this course, you will learn brand and product strategy key concepts such as product lifecycle, product demand estimation, product and brand development and launching, product pipeline, competitors analysis, brand essence and identity, brand architecture, brand equity, brand portfolio, customer experience journey, purchase funnel, key customer touchpoints and brand engagement.

By completing this course, you will be able to create an activity plan to bring your brand strategy to life - both externally toward consumers and internally toward employees. You will be able to define the right metrics for determining success when implementating your product and brand strategy, considering any adjustments that may need to make under a test-and-learn methodology.

Luis Rodriguez Baptista - a professor at IE University and Marketing Consultant - will guide you through six modules that begin by explaining the challenge of managing products through their "lifecycle" and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise. The course features interviews with consumers and industry professionals, which help illustrate the importance of brand strategy.

Brand and product management is a unique course that enables your understanding on the importance of brand and product management and then use brand development tools, architecture, and portfolios, to achieve success.

This course is also available in Spanish. To join the fully translated Spanish version, visit this page: https://www.coursera.org/learn/gestion-marca-producto

Syllabus

  • 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 and develop the factual support to define your product strategy.
  • 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 and formulate a winning brand strategy.
  • 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 and explain how to develop a system to incorporate future products and brands.
  • 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.
  • 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.
  • 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.

Taught by

Luis Rodriguez Baptista

Reviews

4.8 rating, based on 5 Class Central reviews

4.7 rating at Coursera based on 2545 ratings

Start your review of Brand and Product Management

  • Anonymous
    It will be very to understand brand Concep and brand positioning. It will help us to product life cycle, new products developmen. Relnforcement of brand. Brand positioning, tag line of brand, packiglng of Colou. Analysis of competitive activities and to make trade & consumer programme. Trade marketing activities at all.
  • Profile image for Tấn Phạm Văn
    Tấn Phạm Văn
    Wonderful. i so impressed about writing of you, i really excited when i read it, hope you and group can write much post the seem that.
  • Profile image for Jon
    Jon
    Pretty interesting course. The course includes video clips of businesses and interviews with Marketing Professionals in Spain. I also liked the fact that they include case studies and academic articles with the course.
  • Maverick Vincent Banzon

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