About this Course

84,694 recent views

Learner Career Outcomes

45%

started a new career after completing these courses

46%

got a tangible career benefit from this course

24%

got a pay increase or promotion

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 25 hours to complete

English

Subtitles: English

Skills you will gain

Corporate BrandingBrand MarketingBrand ManagementBrand Identity

Learner Career Outcomes

45%

started a new career after completing these courses

46%

got a tangible career benefit from this course

24%

got a pay increase or promotion

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 25 hours to complete

English

Subtitles: English

Syllabus - What you will learn from this course

Content RatingThumbs Up96%(7,006 ratings)Info
Week
1

Week 1

4 hours to complete

Brand Purpose & Experience

4 hours to complete
8 videos (Total 71 min), 3 readings, 2 quizzes
8 videos
1.2 Brand identity and brand image12m
1.3 Interview with Bethany Koby, Director, Technology Will Save Us8m
1.4 Brand purpose (part 1)8m
1.5 Brand purpose (part 2)5m
1.6 Interview with David Kershaw, CEO, M&C Saatchi 9m
1.7 3E's (part 1)7m
1.8 3E's (part 2) 10m
3 readings
Start Here10m
Glossary10m
Optional Reading10m
1 practice exercise
Module 1 Quiz14m
Week
2

Week 2

4 hours to complete

Brand Design & Delivery

4 hours to complete
9 videos (Total 98 min), 1 reading, 2 quizzes
9 videos
2.2 Why brand experiences matter (Part 2)10m
2.3 Digital brand experiences (Part 1)8m
2.4 Digital brand experiences (Part 2)6m
2.5 Designing Brand Experiences (Part 1)11m
2.6 Designing Brand Experiences (Part 2)15m
2.7 Signature Pricing10m
2.8 Interview with Huib van Bockel11m
2.9 Interview with Professor Bernd H. Schmitt (Columbia Business School)10m
1 reading
Optional Reading10m
1 practice exercise
Module 2 Quiz12m
Week
3

Week 3

5 hours to complete

Brand Leadership and Alignment

5 hours to complete
13 videos (Total 131 min), 1 reading, 2 quizzes
13 videos
3.2 Connecting the Dots (Part 2)10m
3.3 From Silos to Synchrony (Part 1)10m
3.4 From Silos to Synchrony (Part 2)5m
3.5 Interview with Ije Nwokorie (CEO, Wolff Olins)13m
3.6 Aligning the 3Bs at LBS13m
3.7 Interview with Helen Casey (Head of Marketing, Old Mutual)13m
3.8 Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)8m
3.9 Global Alignment (Part 1)6m
3.10 Global Alignment (Part 2)9m
3.11 Interview with Keith Weed (CMO, Unilever)17m
3.12 Brand Portfolio Management (Part 1)8m
3.13 Brand Portfolio Management (Part 2)5m
1 reading
Optional Extras10m
1 practice exercise
Module 3 Quiz14m
Week
4

Week 4

4 hours to complete

Brand Practices & Engagement

4 hours to complete
15 videos (Total 129 min), 1 reading, 2 quizzes
15 videos
4.2 Brand Practices (Part 2)3m
4.3 Brand Practices (Part 3)14m
4.4 Interview with Helen Edwards (Co-founder and director, Passionbrand) 16m
4.5 Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)11m
4.6: Interview with Tanya Truman (Lush)8m
4.7: Interview with Nik Allebon (Lush)9m
4.8 The Six A's of Brand Engagement (Part 1)5m
4.9 The Six A's of Brand Engagement (Part 2)10m
4.10 The Six A's of Brand Engagement (Part 3)5m
4.11 The Six A's of Brand Engagement (Part 4)5m
4.12 The ABCs of Behaviour Change (Part 1)8m
4.13 The ABCs of Behaviour Change (Part 2)6m
4.14 The ABCs of Behaviour Change (Part 3)6m
4.15 The ABCs of Behaviour Change (Part 4)4m
1 reading
Optional Reading10m
1 practice exercise
Module 4 Quiz10m
4.9
199 ReviewsChevron Right

Top reviews from Brand Management: Aligning Business, Brand and Behaviour

By RAAug 25th 2019

Thanks a ton to professor Nader Tavassoli for such a great MOOC. It is really going to make a profound impact on the way we design and deliver the brand experience as a whole for the people around.

By DOFeb 4th 2019

Very interesting approach to brand management, i liked the reflection assignments at the end of each module. thumbs up! i would like to attend the London Business School physically one day.

Instructor

Instructor rating4.88/5 (54 Ratings)Info
Image of instructor, Nader Tavassoli

Nader Tavassoli 

Professor of Marketing
London Business School
22,190 Learners
1 Course

Offered by

University of London logo

University of London

London Business School logo

London Business School

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 purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, 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.