このコースについて
46,382 最近の表示

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

初級レベル

約23時間で修了

英語

字幕:英語

習得するスキル

Corporate BrandingBrand MarketingBrand ManagementBrand Identity

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

初級レベル

約23時間で修了

英語

字幕:英語

シラバス - 本コースの学習内容

1
4時間で修了

Brand Purpose & Experience

Welcome to Module 1! In this module, we'll cover the following topics: Traditional notions of branding; Changing market conditions for brands; A new approach to branding. As well as the lecture videos, you will also be learning through interviews with brand practitioners such as Bethany Koby, Director of Technology Will Save us and David Kershaw, CEO of M&C Saatchi. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module.

...
8件のビデオ (合計71分), 3 readings, 2 quizzes
8件のビデオ
1.2 Brand identity and brand image12 分
1.3 Interview with Bethany Koby, Director, Technology Will Save Us8 分
1.4 Brand purpose (part 1)8 分
1.5 Brand purpose (part 2)5 分
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9 分
1.7 3E's (part 1)7 分
1.8 3E's (part 2) 10 分
3件の学習用教材
Start Here10 分
Glossary10 分
Optional Reading10 分
1の練習問題
Module 1 Quiz14 分
2
4時間で修了

Brand Design & Delivery

Welcome to Module 2! In this module, we'll cover the following topics:Brand experiences as the basis for differentiation; How to design brand experiences, as different from products and services; Pricing as a differentiating brand experience. As well as the lecture videos, you will also be learning through interviews with brand practitioner Hub van Bockel, an independent consultant and author and with Professor Bernd H. Schmitt of Columbia Business School. There are optional readings to supplement your understanding, a quiz with 6 questions to test your learning and a peer review assignment based on a task connected to this module.

...
9件のビデオ (合計98分), 1 reading, 2 quizzes
9件のビデオ
2.2 Why brand experiences matter (Part 2)10 分
2.3 Digital brand experiences (Part 1)8 分
2.4 Digital brand experiences (Part 2)6 分
2.5 Designing Brand Experiences (Part 1)11 分
2.6 Designing Brand Experiences (Part 2)15 分
2.7 Signature Pricing10 分
2.8 Interview with Huib van Bockel11 分
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10 分
1件の学習用教材
Optional Reading10 分
1の練習問題
Module 2 Quiz12 分
3
5時間で修了

Brand Leadership and Alignment

Welcome to Module 3! In this module, we'll cover the following topics: Aligning the strategies for business, brand and behaviour; Strategic brand portfolio alignment; Delivering global brand alignment. As well as the lecture videos, you will also be learning through interviews with practitioners, Ije Nwokorie, CEO of Wolff Olins, Helen Casey and Henk Viljoen, both of Old Mutual and Keith Weed, CMO of Unilever. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module.

...
13件のビデオ (合計131分), 1 reading, 2 quizzes
13件のビデオ
3.2 Connecting the Dots (Part 2)10 分
3.3 From Silos to Synchrony (Part 1)10 分
3.4 From Silos to Synchrony (Part 2)5 分
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13 分
3.6 Aligning the 3Bs at LBS13 分
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13 分
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8 分
3.9 Global Alignment (Part 1)6 分
3.10 Global Alignment (Part 2)9 分
3.11 Interview with Keith Weed (CMO, Unilever)17 分
3.12 Brand Portfolio Management (Part 1)8 分
3.13 Brand Portfolio Management (Part 2)5 分
1件の学習用教材
Optional Extras10 分
1の練習問題
Module 3 Quiz14 分
4
4時間で修了

Brand Practices & Engagement

Welcome to Module 4! In this module, we'll cover the following topics:How to design human resource brand best-practices; A model for engaging employees with the brand; The ABCs of behavioural change. As well as the lecture videos, you will also be learning through interviews with practitioners Helen Edwards of Passionbrand, Richard Hytner of Saatchi & Saatchi, Tanya Truman and Nik Allebon of Lush. There are optional readings to supplement your understanding, a quiz with 5 questions to test your learning and a peer review assignment based on a task connected to this module.

...
15件のビデオ (合計129分), 1 reading, 2 quizzes
15件のビデオ
4.2 Brand Practices (Part 2)3 分
4.3 Brand Practices (Part 3)14 分
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16 分
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11 分
4.6: Interview with Tanya Truman (Lush)8 分
4.7: Interview with Nik Allebon (Lush)9 分
4.8 The Six A's of Brand Engagement (Part 1)5 分
4.9 The Six A's of Brand Engagement (Part 2)10 分
4.10 The Six A's of Brand Engagement (Part 3)5 分
4.11 The Six A's of Brand Engagement (Part 4)5 分
4.12 The ABCs of Behaviour Change (Part 1)8 分
4.13 The ABCs of Behaviour Change (Part 2)6 分
4.14 The ABCs of Behaviour Change (Part 3)6 分
4.15 The ABCs of Behaviour Change (Part 4)4 分
1件の学習用教材
Optional Reading10 分
1の練習問題
Module 4 Quiz10 分
4.9
106件のレビューChevron Right

29%

コース終了後に新しいキャリアをスタートした

44%

コースが具体的なキャリアアップにつながった

23%

昇給や昇進につながった

Brand Management: Aligning Business, Brand and Behaviour からの人気レビュー

by DOFeb 4th 2019

Very interesting approach to brand management, i liked the reflection assignments at the end of each module. thumbs up! i would like to attend the London Business School physically one day.

by CHFeb 11th 2019

Very interesting. This Module helps me understand the meaning of Brand and brand behaviour and how to align these two concepts with the business to better deliver on the brand promise.

講師

Avatar

Nader Tavassoli

Professor of Marketing
London Business School

ロンドン大学(University of London)について

The University of London is a federal University which includes 18 world leading Colleges. Our distance learning programmes were founded in 1858 and have enriched the lives of thousands of students, delivering high quality University of London degrees wherever our students are across the globe. Our alumni include 7 Nobel Prize winners. Today, we are a global leader in distance and flexible study, offering degree programmes to over 50,000 students in over 180 countries. To find out more about studying for one of our degrees where you are, visit www.london.ac.uk...

ロンドン・ビジネススクール(London Business School)について

London Business School was founded in 1964 and joined the University of London in 1965. London Business School is a leading global business school and is one of the few in the world to have the triple crown accreditation (AACSB, EQUIS, AMBA). The School was ranked the best business school in Europe for three years in a row (2014-2016) by the Financial Times and was ranked second in the world for Business and Management Studies in 2016 by the QS Rankings. The School offers post-graduate degrees and covers seven subject areas – Accounting, Economics, Finance, Management Science and Operations, Marketing, Organisational Behaviour and Strategy and Entrepreneurship. ...

よくある質問

  • 修了証に登録すると、すべてのビデオ、テスト、およびプログラミング課題(該当する場合)にアクセスできます。ピアレビュー課題は、セッションが開始してからのみ、提出およびレビューできます。購入せずにコースを検討することを選択する場合、特定の課題にアクセスすることはできません。

  • 修了証を購入する際、コースのすべての教材(採点課題を含む)にアクセスできます。コースを完了すると、電子修了証が成果のページに追加されます。そこから修了証を印刷したり、LinkedInのプロフィールに追加したりできます。コースの内容の閲覧のみを希望する場合は、無料でコースを聴講できます。

さらに質問がある場合は、受講者向けヘルプセンターにアクセスしてください。