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

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 13 hours to complete

English

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

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. 13 hours to complete

English

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

Instructor

Offered by

IE Business School logo

IE Business School

Syllabus - What you will learn from this course

Content RatingThumbs Up95%(5,067 ratings)Info
Week
1

Week 1

4 hours to complete

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

4 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 Assessment12m
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 Assessment12m
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 Assessment12m
Week
3

Week 3

1 hour to complete

Building your brand portfolio.

1 hour 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 Assessment12m
1 hour to complete

Translating your brand into compelling customer experiences.

1 hour 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 Assessment12m
Week
4

Week 4

1 hour to complete

Equipping and engaging employees to deliver on the brand promise.

1 hour 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 Assessment12m

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.

  • 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.

  • Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.

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