About this Course

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Learner Career Outcomes

46%

started a new career after completing these courses

44%

got a tangible career benefit from this course

22%

got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
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Start instantly and learn at your own schedule.
Flexible deadlines
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Approx. 14 hours to complete
English

Skills you will gain

Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement

Learner Career Outcomes

46%

started a new career after completing these courses

44%

got a tangible career benefit from this course

22%

got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 14 hours to complete
English

Instructor

Offered by

Placeholder

IE Business School

Syllabus - What you will learn from this course

Content RatingThumbs Up95%(6,024 ratings)Info
Week
1

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
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
3 readings
Planning Product Lifecycles10m
How to Estimate Market Demand10m
Reading 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
2.1 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
3 readings
A Brand Guide: The Power of Branding20m
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 Assessment30m
Week
2

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
3.1 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
3 readings
Build Brand Equity
Reading for Module 3 - Brand Relationship Spectrum20m
Reading for Module 3 - Leveraging the Corporate Brand20m
1 practice exercise
Module 3 Summative Assessment30m
Week
3

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
4.1 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 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
5.1 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
2 readings
How to understand my customer's experiences with a product? Use the Customer Experience Journey Tool4m
Reading for Module 5: Toward a compelling customer touchpoint architecture25m
1 practice exercise
Module 5 Summative Assessment30m
Week
4

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
6.1 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 Assessment30m

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About the Marketing Mix Implementation Specialization

Marketing Mix Implementation

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