This course is part of the Marketing Mix Implementation Specialization

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2,451 ratings

Luis Rodriguez Baptista

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Offered By

Marketing Mix Implementation SpecializationIE Business School

About this Course

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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

Flexible deadlines

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Shareable Certificate

Earn a Certificate upon completion

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Course 1 of 5 in the

Marketing Mix Implementation Specialization

Beginner Level

Approx. 14 hours to complete

English

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What you will learn

Demonstrate understanding of the product and brand strategy concepts to develop the factual support to define a winning product and brand strategy.
Define a brand name and identity, and develop a system to incorporate future products into a portfolio, enhancing its value and supporting growth.
Describe the customer experience journey to identify, define, and implement key brand touchpoints.
Explain and apply the process to embed a brand internally within an organization to engage employees to deliver on the brand promise.

Skills you will gain

Customer Experience
Brand Engagement
Product Strategy
Brand Architecture
Brand and Product Management

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 1 of 5 in the

Marketing Mix Implementation Specialization

Beginner Level

Approx. 14 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.72/5 (444 Ratings)

Luis Rodriguez Baptista

Offered by

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.

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Syllabus - What you will learn from this course

Content Rating95%(7,481 ratings)

Week1

Week 1

3 hours to complete

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

3 hours to complete

8 videos (Total 59 min), 3 readings, 2 quizzes

8 videos

Welcome to the course.44s1.0 Introduction to the course.10m1.1 How do you classify new products and what is the product mix?8m1.2 What is the product lifecycle?6m1.3 How to grow your product offering?7m1.4 How to calculate demand for your product.7m1.5 How to develop and launch new products.9m1.6 Defining your product pipeline.8m

3 readings

Why Most Product Launches Fail10mHow to Estimate Market Demand10mReading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12m

1 practice exercise

Module 1 Summative Assessment30m

4 hours to complete

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

4 hours to complete

8 videos (Total 52 min), 3 readings, 2 quizzes

8 videos

2.0 What is a brand and why do you need one?6m2.1 Inputs for developing your brand.7m2.2 How to analyze your competitors.8m2.3 Defining your brand model.4m2.4 What is a brand essence and why is it so important?7m2.5 What are brand values and why do you need them?4m2.6 Connecting all the dots: Translating your brand into a positioning statement.5m2.7 Evaluating your brand strategy.6m

3 readings

A Brand Guide: The Power of Branding20mReading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).15mReading for Module 2 - Power of the Branded Differentiator20m

1 practice exercise

Module 2 Summative Assessment30m

Week2

Week 2

2 hours to complete

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

2 hours to complete

10 videos (Total 43 min), 3 readings, 1 quiz

10 videos

3.0 What Brand Architecture is and why you need it.3m3.1 Brand equity and its relevance in your business.4m3.2 Which are the different models of brand architecture?7m3.3 What a branded house is and when to use it.4m3.4 What a house of brands is and when to use it.3m3.5 What a hybrid model is and when to use it.3m3.6 How to develop a brand architecture - part 1.6mHow to develop brand architecture - part 2.3m3.7 Top 5 indicators of a brand architecture issue or opportunity.2m3.8 Things to consider when naming your brand.2m

3 readings

Build Brand EquityReading for Module 3 - Brand Relationship Spectrum20mReading for Module 3 - Leveraging the Corporate Brand20m

1 practice exercise

Module 3 Summative Assessment30m

Week3

Week 3

2 hours to complete

Building your brand portfolio.

2 hours to complete

6 videos (Total 30 min), 2 readings, 1 quiz

6 videos

4.0 What a product and brand portfolio is and why you need to define it.3m4.1 What is the relationship between brand portfolio and brand architecture?5m4.2 How to develop your brand portfolio - part 1.6m4.2b. How to develop your brand portfolio - part 2.5m4.3 Managing your brand portfolio (I)6m4.4 Managing your brand portfolio (II)2m

2 readings

Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).22mReading for Module 4 - Making brand portfolios work15m

1 practice exercise

Module 4 Summative Assessment30m

2 hours to complete

Translating your brand into compelling customer experiences.

2 hours to complete

7 videos (Total 42 min), 2 readings, 1 quiz

7 videos

5.0 The customer experience journey.7m5.1 What is the purchase funnel?7m5.2 The touchpoint concept.6m5.3 Identifying your touchpoints.6m5.4 Prioritizing the key touchpoints.7m5.5 Defining the touchpoints roles.3m5.6 Implementing the brand at the key touchpoints.3m

2 readings

How to understand my customer's experiences with a product? Use the Customer Experience Journey Tool4mReading for Module 5: Toward a compelling customer touchpoint architecture25m

1 practice exercise

Module 5 Summative Assessment30m

Week4

Week 4

2 hours to complete

Equipping and engaging employees to deliver on the brand promise.

2 hours to complete

7 videos (Total 40 min), 1 reading, 1 quiz

7 videos

6.0 What is brand engagement and why do you need it?5m6.1 Defining your internal communication and training program.8m6.2 Embedding the brand throughout the organization.8m6.3 Measuring and tracking internal brand behavior.7m6.4 Key success factors for your brand engagement program.8m6.5 Closing remarks1mOur 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 Assessment30m

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TOP REVIEWS FROM BRAND AND PRODUCT MANAGEMENT

by RGApr 8, 2020

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.

by JMAug 14, 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

by MAJan 28, 2022

the course included alot of know-how regarding building the product & brand architecture, gaving me a better understanding regarding the brand DNA & the building the brand portfolio.

by IPMar 8, 2017

The course (videos and especially teacher) are very well done and I've enjoyed that however in my opinion the content is more for marketing beginners and doesn't go much in depth.

View all reviews

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.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
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.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

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Brand and Product Management

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