このコースについて
34,161 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。

約13時間で修了

推奨:7 hours/week...

英語

字幕:中国語(繁体), ベトナム語, 韓国語, 英語, モンゴル語
User
このCourseを受講している学習者は
  • Product Managers
  • Marketing Specialists
  • Marketers
  • User Experience Researchers
  • Business Developers

習得するスキル

Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement
User
このCourseを受講している学習者は
  • Product Managers
  • Marketing Specialists
  • Marketers
  • User Experience Researchers
  • Business Developers

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。

約13時間で修了

推奨:7 hours/week...

英語

字幕:中国語(繁体), ベトナム語, 韓国語, 英語, モンゴル語

シラバス - 本コースの学習内容

1
3時間で修了

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

8件のビデオ (合計59分), 1 reading, 2 quizzes
8件のビデオ
1.0 Introduction to the course.10 分
1.1 How do you classify new products and what is the product mix?8 分
1.2 What is the product lifecycle?6 分
1.3 How to grow your product offering?7 分
1.4 How to calculate demand for your product.7 分
1.5 How to develop and launch new products.9 分
1.6 Defining your product pipeline.8 分
1件の学習用教材
Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12 分
1の練習問題
Module 1 Summative Assessment12 分
4時間で修了

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

8件のビデオ (合計52分), 2 readings, 2 quizzes
8件のビデオ
2.1 Inputs for developing your brand.7 分
2.2 How to analyze your competitors.8 分
2.3 Defining your brand model.4 分
2.4 What is a brand essence and why is it so important?7 分
2.5 What are brand values and why do you need them?4 分
2.6 Connecting all the dots: Translating your brand into a positioning statement.5 分
2.7 Evaluating your brand strategy.6 分
2件の学習用教材
Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).15 分
Reading for Module 2 - Power of the Branded Differentiator20 分
1の練習問題
Module 2 Summative Assessment12 分
2
2時間で修了

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

10件のビデオ (合計43分), 2 readings, 1 quiz
10件のビデオ
3.1 Brand equity and its relevance in your business.4 分
3.2 Which are the different models of brand architecture?7 分
3.3 What a branded house is and when to use it.4 分
3.4 What a house of brands is and when to use it.3 分
3.5 What a hybrid model is and when to use it.3 分
3.6 How to develop a brand architecture - part 1.6 分
How to develop brand architecture - part 2.3 分
3.7 Top 5 indicators of a brand architecture issue or opportunity.2 分
3.8 Things to consider when naming your brand.2 分
2件の学習用教材
Reading for Module 3 - Brand Relationship Spectrum20 分
Reading for Module 3 - Leveraging the Corporate Brand20 分
1の練習問題
Module 3 Summative Assessment12 分
3
1時間で修了

Building your brand portfolio.

6件のビデオ (合計30分), 2 readings, 1 quiz
6件のビデオ
4.1 What is the relationship between brand portfolio and brand architecture?5 分
4.2 How to develop your brand portfolio - part 1.6 分
4.2b. How to develop your brand portfolio - part 2.5 分
4.3 Managing your brand portfolio (I)6 分
4.4 Managing your brand portfolio (II)2 分
2件の学習用教材
Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).22 分
Reading for Module 4 - Making brand portfolios work15 分
1の練習問題
Module 4 Summative Assessment12 分
1時間で修了

Translating your brand into compelling customer experiences.

7件のビデオ (合計42分), 1 reading, 1 quiz
7件のビデオ
5.1 What is the purchase funnel?7 分
5.2 The touchpoint concept.6 分
5.3 Identifying your touchpoints.6 分
5.4 Prioritizing the key touchpoints.7 分
5.5 Defining the touchpoints roles.3 分
5.6 Implementing the brand at the key touchpoints.3 分
1件の学習用教材
Reading for Module 5: Toward a compelling customer touchpoint architecture25 分
1の練習問題
Module 5 Summative Assessment12 分
4
1時間で修了

Equipping and engaging employees to deliver on the brand promise.

7件のビデオ (合計40分), 1 reading, 1 quiz
7件のビデオ
6.1 Defining your internal communication and training program.8 分
6.2 Embedding the brand throughout the organization.8 分
6.3 Measuring and tracking internal brand behavior.7 分
6.4 Key success factors for your brand engagement program.8 分
6.5 Closing remarks1 分
Our next course: Pricing Strategy.46
1件の学習用教材
Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25 分
1の練習問題
Module 6 Summative Assessment12 分
4.6
226件のレビューChevron Right

50%

コース終了後に新しいキャリアをスタートした

47%

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 and Product Management からの人気レビュー

by SRSep 8th 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.

by JMAug 15th 2016

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

講師

Avatar

Luis Rodriguez Baptista

Professor
Marketing

IEビジネススクール(IE Business School)について

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....

Marketing Mix Implementation専門講座について

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....
Marketing Mix Implementation

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