About this Course
41,947 recent views

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 13 hours to complete

Suggested: 7 hours/week...


Subtitles: Chinese (Traditional), Vietnamese, Korean, English, Mongolian

Skills you will gain

Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement
Learners taking this Course are
  • Product Managers
  • Marketing Specialists
  • Marketers
  • User Experience Researchers
  • Business Developers

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 13 hours to complete

Suggested: 7 hours/week...


Subtitles: Chinese (Traditional), Vietnamese, Korean, English, Mongolian

Syllabus - What you will learn from this course

3 hours to complete

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

8 videos (Total 59 min), 1 reading, 2 quizzes
8 videos
1.0 Introduction to the course.10m
1.1 How do you classify new products and what is the product mix?8m
1.2 What is the product lifecycle?6m
1.3 How to grow your product offering?7m
1.4 How to calculate demand for your product.7m
1.5 How to develop and launch new products.9m
1.6 Defining your product pipeline.8m
1 reading
Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12m
1 practice exercise
Module 1 Summative Assessment12m
4 hours to complete

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

8 videos (Total 52 min), 2 readings, 2 quizzes
8 videos
2.1 Inputs for developing your brand.7m
2.2 How to analyze your competitors.8m
2.3 Defining your brand model.4m
2.4 What is a brand essence and why is it so important?7m
2.5 What are brand values and why do you need them?4m
2.6 Connecting all the dots: Translating your brand into a positioning statement.5m
2.7 Evaluating your brand strategy.6m
2 readings
Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).15m
Reading for Module 2 - Power of the Branded Differentiator20m
1 practice exercise
Module 2 Summative Assessment12m
2 hours to complete

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

10 videos (Total 43 min), 2 readings, 1 quiz
10 videos
3.1 Brand equity and its relevance in your business.4m
3.2 Which are the different models of brand architecture?7m
3.3 What a branded house is and when to use it.4m
3.4 What a house of brands is and when to use it.3m
3.5 What a hybrid model is and when to use it.3m
3.6 How to develop a brand architecture - part 1.6m
How to develop brand architecture - part 2.3m
3.7 Top 5 indicators of a brand architecture issue or opportunity.2m
3.8 Things to consider when naming your brand.2m
2 readings
Reading for Module 3 - Brand Relationship Spectrum20m
Reading for Module 3 - Leveraging the Corporate Brand20m
1 practice exercise
Module 3 Summative Assessment12m
1 hour to complete

Building your brand portfolio.

6 videos (Total 30 min), 2 readings, 1 quiz
6 videos
4.1 What is the relationship between brand portfolio and brand architecture?5m
4.2 How to develop your brand portfolio - part 1.6m
4.2b. How to develop your brand portfolio - part 2.5m
4.3 Managing your brand portfolio (I)6m
4.4 Managing your brand portfolio (II)2m
2 readings
Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).22m
Reading for Module 4 - Making brand portfolios work15m
1 practice exercise
Module 4 Summative Assessment12m
1 hour to complete

Translating your brand into compelling customer experiences.

7 videos (Total 42 min), 1 reading, 1 quiz
7 videos
5.1 What is the purchase funnel?7m
5.2 The touchpoint concept.6m
5.3 Identifying your touchpoints.6m
5.4 Prioritizing the key touchpoints.7m
5.5 Defining the touchpoints roles.3m
5.6 Implementing the brand at the key touchpoints.3m
1 reading
Reading for Module 5: Toward a compelling customer touchpoint architecture25m
1 practice exercise
Module 5 Summative Assessment12m
1 hour to complete

Equipping and engaging employees to deliver on the brand promise.

7 videos (Total 40 min), 1 reading, 1 quiz
7 videos
6.1 Defining your internal communication and training program.8m
6.2 Embedding the brand throughout the organization.8m
6.3 Measuring and tracking internal brand behavior.7m
6.4 Key success factors for your brand engagement program.8m
6.5 Closing remarks1m
Our next course: Pricing Strategy.46s
1 reading
Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25m
1 practice exercise
Module 6 Summative Assessment12m
237 ReviewsChevron Right


started a new career after completing these courses


got a tangible career benefit from this course


got a pay increase or promotion

Top reviews from Brand and Product Management

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



Luis Rodriguez Baptista


About IE Business School

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....

About the Marketing Mix Implementation Specialization

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

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.