SB
5.0Reviewed Jun 19, 2020
I really loved it, it's fruitful, I firstly thought I would get bored and that it would be heavy, but It's really amazing and I already got info from it that I'll be implementing in my real life.
Brand and Product Management
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.
Status: Competitive Analysis
Status: Product Lifecycle Management
BeginnerCourse11 hours
Featured reviews
RM
4.0Reviewed May 2, 2020
The course was very informative and comprehensive.It is perfectly apt for both a student and a working individual.I wish there could have been a provision of seeing the solutions to quiz's questions.
SR
5.0Reviewed Sep 7, 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.
AF
5.0Reviewed Jul 7, 2016
This is the best course I have taken on Coursera so far. I highly recommend it to anyone who is interested in marketing, branding or management. Thank you for this awesome course!
MT
5.0Reviewed Oct 14, 2020
This course has been very helpful in learning about managing a brand and their products. It has given me free insights on techniques and strategies on how to become a better brand and product manager.
MA
4.0Reviewed Jan 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.
VB
4.0Reviewed Apr 20, 2020
The course was really very engaging with lots of examples from the industry and live cases. Professor had an excellent way of teaching the course. I would highly recommend this course.
JB
5.0Reviewed Apr 3, 2024
So Indepth! Thank you for this amazing course as a product beginner, this course made me to understand the entire terminology of what Product Management is as it covers everything!
DZ
5.0Reviewed Jun 14, 2020
This course was informative and interesting for me and, I think, for people who are interested in marketing. All information was explained affordable, thanks to a professional teacher.
AR
5.0Reviewed May 12, 2020
Learnt about how to build brand equity, brand architecture and brand portfolio, what is brand pipeline and how to manage brand engagement, which are going to help me in my marketing career.
JG
5.0Reviewed Aug 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
KZ
5.0Reviewed Dec 7, 2021
It is good course of Branding management, and the way or technique of teaching great. Anybody can go for it to gain knowledge improve skills for career growth. Thank you so much.