IE Business School

Gestión de marca y producto

This course is part of Implementación del Marketing Mix Specialization

Taught in Spanish

21,256 already enrolled

Included with Coursera Plus

Course

Gain insight into a topic and learn the fundamentals

4.8

(708 reviews)

|

97%

Beginner level
No prior experience required
11 hours (approximately)
Flexible schedule
Learn at your own pace

What you'll learn

  • Demostrar que comprende los conceptos de estrategia de producto y de marca para definir una estrategia de producto y de marca ganadora.

  • Definir un nombre e identidad de marca, desarrollar un sistema para incorporar futuros productos aumentando su valor y apoyando el crecimiento.

  • Describir el recorrido de la experiencia del cliente para identificar, definir y aplicar los puntos de contacto clave (touchpoints) de la marca.

  • Explicar y aplicar el proceso para integrar una marca en una organización, para implicar a sus empleados y que cumplan la promesa de la marca.

Details to know

Shareable certificate

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Assessments

6 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.8

(708 reviews)

|

97%

Beginner level
No prior experience required
11 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Implementación del Marketing Mix Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
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Earn a career certificate

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There are 6 modules in this course

Al final de este módulo, podrá: Demostrar que entiende los conceptos de la estrategia de producto. Desarrollar el soporte fáctico que permita definir su estrategia de producto.

What's included

7 videos3 readings1 quiz

Al final de este módulo, podrá: Describir los distintos elementos de una estrategia de marca. Formular una estrategia de marca exitosa.

What's included

8 videos3 readings1 quiz

Al final de este módulo, podrá: Definir la manera de denominar a su marca. Explicar cómo desarrollar un sistema que sirva para incorporar nuevos productos y marcas en el futuro.

What's included

9 videos4 readings1 quiz

Al final de este módulo, podrá: Trazar su cartera de marcas de forma que maximice su valor como respaldo al crecimiento.

What's included

5 videos2 readings1 quiz

Al final de este módulo, podrá: Definir y describir el viaje por la experiencia del cliente respecto a su marca.

What's included

7 videos2 readings1 quiz

Al final de este módulo, podrá: Explicar y aplicar el proceso de «integración» interna de una marca en la organización.

What's included

6 videos1 reading1 quiz

Instructor

Instructor ratings
4.9 (141 ratings)
Luis Rodriguez Baptista
IE Business School
2 Courses122,168 learners

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4.8

708 reviews

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5

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5

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