Über diesen Kurs
25,249

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Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.

Flexible Fristen

Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.

Ca. 13 Stunden zum Abschließen

Empfohlen: 7 hours/week...

Englisch

Untertitel: Chinesisch (traditionell), Vietnamesisch, Koreanisch, Englisch, Mongolisch

Kompetenzen, die Sie erwerben

Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement

100 % online

Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.

Flexible Fristen

Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.

Ca. 13 Stunden zum Abschließen

Empfohlen: 7 hours/week...

Englisch

Untertitel: Chinesisch (traditionell), Vietnamesisch, Koreanisch, Englisch, Mongolisch

Lehrplan - Was Sie in diesem Kurs lernen werden

Woche
1
3 Stunden zum Abschließen

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

At the end of this module, you will be able to: Demonstrate understanding of the product strategy concepts. Develop the factual support to define your product strategy....
8 Videos (Gesamt 59 min), 1 Lektüre, 2 Quiz
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
1 Lektüre
Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12m
1 praktische Übung
Module 1 Summative Assessment12m
4 Stunden zum Abschließen

Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.

At the end of this module, you will be able to: Describe the different elements of a brand strategy. Formulate a winning brand strategy....
8 Videos (Gesamt 52 min), 2 Lektüren, 2 Quiz
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
2 Lektüren
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 praktische Übung
Module 2 Summative Assessment12m
Woche
2
2 Stunden zum Abschließen

Knowing how to communicate your offering: Brand Architecture & naming.

At the end of this module, you will be able to: Define how to name your brand. Explain how to develop a system to incorporate future products and brands....
10 Videos (Gesamt 43 min), 2 Lektüren, 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
2 Lektüren
Reading for Module 3 - Brand Relationship Spectrum20m
Reading for Module 3 - Leveraging the Corporate Brand20m
1 praktische Übung
Module 3 Summative Assessment12m
Woche
3
1 Stunde zum Abschließen

Building your brand portfolio.

At the end of this module, you will be able to: Map your brand portfolio to maximize its value to support growth....
6 Videos (Gesamt 30 min), 2 Lektüren, 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 Lektüren
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 praktische Übung
Module 4 Summative Assessment12m
1 Stunde zum Abschließen

Translating your brand into compelling customer experiences.

At the end of this module, you will be able to: Define and describe the customer experience journey for your brand....
7 Videos (Gesamt 42 min), 1 Lektüre, 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
1 Lektüre
Reading for Module 5: Toward a compelling customer touchpoint architecture25m
1 praktische Übung
Module 5 Summative Assessment12m
Woche
4
1 Stunde zum Abschließen

Equipping and engaging employees to deliver on the brand promise.

At the end of this module, you will be able to: Explain and apply the process to “embed” a brand internally within the organization. ...
7 Videos (Gesamt 40 min), 1 Lektüre, 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.46
1 Lektüre
Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25m
1 praktische Übung
Module 6 Summative Assessment12m
4.6
203 BewertungenChevron Right

53%

nahm einen neuen Beruf nach Abschluss dieser Kurse auf

48%

ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs

23%

erhalten Sie eine Gehaltserhöhung oder Beförderung

Top-Bewertungen

von SRSep 8th 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.

von JMAug 15th 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

Dozent

Avatar

Luis Rodriguez Baptista

Professor
Marketing

Über IE Business School

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide....

Über die Spezialisierung Marketing Mix Implementation

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

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